What Makes a Good Website’s ‘About Us’ Section?

Your company website can be an important digital asset. It allows you to be found and connect with customers easier. It is important to have an About Us page that introduces and describes your business. This is how to create a compelling About section for your brand.

What is an About Us Page?

The About page is one of the most important pages on your website. It introduces you to the public. This page should tell your customers who and what you are.

This is your chance to make a lasting impression and welcome new customers into your business.

Why is an About Us page important?

A lot of companies ignore the importance of an About Us Page as part of their overall Content Strategy. This can help you increase your search engine rankings.

Your About Us page is where you tell the story about your company, how it got started and why you do what that you do. Your company’s story is what will ultimately attract customers and make them prefer you to a competitor.

Your About Us page gives your brand a face. This page can be used to showcase your employees or share information about them.

An About page allows you to tell your customers more about your company and its mission. This page will help you build trust and rapport with your customers.

Include these elements in your About Us page

There are some important elements that you need to include in your About Us page, regardless of whether you are creating one from scratch or updating an existing one. These are the essential elements of an About Us page:

  • Tell us about the history of your company and the reasons you started it.
  • Please describe the target market or customers you serve, or the need that you fulfill.
  • If applicable, describe your business model and how you make your products.
  • Use pictures to show potential customers who you are and what your management team looks like.
  1. Customers should find common ground.

Attract customers is what you should do. This means telling them why they’re right for them and building a relationship with them on a personal level.

Exposure Ninja founder Tim Cameron-Kitchen stated that the About page is just like every other page on your website. It has one goal: convert visitors into leads. Your story is a way to convince visitors to buy from you over your competitors.

However, you don’t want too much self-promotion. Instead of praising your company and claiming that you are the best on the market, let your success and experience speak for yourself.

Cameron-Kitchen stated, “Promoting oneself is about showing your passion and values.” Think about what is most important for you and your company, and what makes you passionate about your market. Be honest with yourself and let your passion shine through.

  1. 2. Set the right tone

Your tone can have a significant impact on how consumers perceive you. Although you don’t want your tone to be unprofessional, it is important that you write with a friendly tone and welcome readers. Your customers are people, not experts, so don’t try to make them feel smug.

Cameron-Kitchen said, “Try to not sound like an old orator – this can make it seem boring and too corporate.” Use the same tone as you would when telling potential customers about your company in person.

Kamran Mirshahi, the founder of Canary Claims, a PPI claims management company, stated that “if you’re offering services that people will pay for,” Avoid using slang and colloquial language. Everyone must understand you.

Susan Greene, a professional copywriter and a marketing consultant, recommends that customers use the About Us page to build a relationship with them by giving a glimpse behind the curtain. You can let the person know who you are and use your authentic voice to build trust.

Potential customers want to know what sets you apart from your competitors. The best way to do that is to share common values.

Greene also suggests that the top half (or the most) of your About Us page is where visitors will spend the majority of their time. She strongly recommends that you include critical content there. Your best asset should be your lead, whether it’s your product specifications, value proposition, or credentials.

  1. Keep it simple.

To attract customers, you don’t have to give a long introduction. You can cover the basics in the most effective way that you feel is necessary.

Mirshahi stated, “The most important thing to do is to list what you offer.” Try to explain it as quickly and clearly as possible so that people can scan your page quickly and know what you are offering.

Do not feel obliged to include everything on your About page. Mirshahi said, “It’s probable that people will have additional questions, but these are answered in an FAQ or elsewhere.”

He said, “Ask yourself what people are looking for right away and then mention the most important points at the top.”

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  1. Include testimonials.

It is a great way for you to get new customers by listening to what they have to say about you company. This gives people the assurance that they are selecting the right company to work with.

Mirshahi stated that testimonials are crucial because people need to see them to believe you’re a trustworthy company.

Supporters can be a great source of encouragement in a highly competitive world.

The About page can also list community involvement, awards, honors, and customer service. Mention it here if your company is supporting local philanthropic organisations. Your product can be identified as Green on the About page.

Your About us page can be used to direct potential customers to other pages and to strengthen their relationship with you. Invite them to join your social media pages and to sign up for your email.

If you have a career section, add a link to it on the About Us page.

For more tips, see our guide.

Examples of pages from the Good About Us section

These four About Us pages may help you get started if you aren’t sure where to start.

  1. HubSpot


HubSpot’s About page begins by explaining what makes it unique from other companies. It focuses on its customers. Scroll down to read about the history of HubSpot and view a timeline that highlights its major milestones.

You can find out more about HubSpot and how you can use it. The page concludes with some social proof as the company shares data about its community over the years.

  1. Pat Flynn

Source: Pat Flynn

Pat Flynn’s About Page begins with his personal origin story. This is meant to make Pat feel more connected with readers. He then outlines his guiding principles and shares more details about his work projects.

He discusses the Smart Passive income blog and podcast and how they got started. Pat talks about the values that he uses to create his work projects and shares notable accomplishments like the 60 million podcast downloads.

  1. Nike

Source: Nike

The Nike About page begins with its mission statement. It also includes a Bill Bowerman quote, “If you have an athlete in your body, you’re an athlete.” This allows the company to instantly connect with its audience and shows it is more than just selling sports gear.

The company then talks about its values like innovation, diversity and social impact. This content gives insight into the company’s activities and how it is different from other brands.

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