How important is the "About Us" page?

Your "About Us" page is where people come to learn more about you and what you do. It's where you introduce yourself to all your potential clients and where they ask themselves whether your business is worth trusting and whether you can provide the services they need. It's where they go to assess your authenticity and quality.

What should your "About Us" page contain?

Think of an "About Us" page as a form of introduction. It's important to make a lasting impression. An About page is a personal and direct marketing tool that provides your customers with relevant information about you and what you do. Here, you should communicate your business's values, and those that your potential customers will find appealing and affirming. An “About Us” page should contain all the information your potential customers need to hear so you can convert them into customers who want to purchase your products and services. So, how can we maximize the potential of your page? Below, we've compiled a helpful list of what we know to be the characteristics of an effective About Us page. Use this guide to create your own About Us page or to evaluate the quality and effectiveness of your current one.

Declare who you are and what you do

Who are you and what do you do? That's the whole purpose of the About Us page: to convey your unique identity as a company and let your customers know what goods and services you can provide. To achieve this effectively, you must first answer all the essential questions about who you are. For example, you need to make the following elements very clear:

Who are you
What are you doing
Why do you do it?
Because you're good
What's at stake for your customers

This is how your potential customer sees that you're reliable and capable of providing a service. The next step is to explain the goods and services your company provides. You need to inform your customers about your services, but you need to do so in a way that's clear, simple, and immediately understandable. Elaborate language isn't strictly necessary here; just make sure your viewers have a quick understanding of what you and your business do.

Include humanizing aspects

People trust people and, naturally, feel more comfortable when they can associate the services provided for them with real people and real faces. If you can put a face to your business or include the faces of your staff, you'll be able to build a relationship with your customers from your About page. People are less likely to feel connected to a website that's just words. People need to know that there are real, living people behind these sites. By including photos of you and your staff, even a group photo, you can create a feeling of trust and credibility for your potential customer.

Tell your story

People love stories. If you can tell the story of your business and how you got to where you are today, it will make your business seem more relatable and trustworthy. It doesn't have to be a long, drawn-out story. You can simply add a few sentences about why you started your business and how it got to where it is today.

Talk to your audience

Remember that when you write something on your business's "About Us" page, you're not writing a note to yourself, but rather, you're writing content that speaks to your target market. Your customers should be at the forefront of your mind and your intentions. Knowing your audience will help you determine the tone and language to use. There are a variety of opinions you'll find online; some will tell you to be fun and friendly, but the most important thing to focus on is not to seem distant or standoffish: you need to seem approachable. Showcase your brand's personality, the human side of your company, and customers are likely to trust you more. You can get straight to the point with a formal approach or opt for something more creative without compromising professionalism.

Give importance to the quality of writing

Another thing to avoid on your About page is redundant language. Don't just repeat what's been said on your homepage, but make sure you focus on providing your customers with new information about how they can benefit from your services and products. Your About page should also be high-quality, meaning your grammar and language must be accurate. A website with poorly written copy isn't attractive. It completely destroys any credibility and professionalism a company has. It's a real nail in the coffin. Remember, a single typo could ruin your business.

Make sure it's easy to find

Have you ever visited a website and wanted to learn more about the company but couldn't find a link to their "About Us" page on their home page? It's discouraging enough to make you want to leave a website altogether. Make sure your "About Us" page isn't buried somewhere on your home page. Don't treat this section of your website as if it's unimportant, because trust us, it is, and "About Us" should be located where it can be immediately found on your home page.

Seal the deal with a call to action

Use your page as an open invitation to benefit from your products and services, or even to start a conversation with you. Don't waste this opportunity by burying your contact information in the furthest, most obscure areas of your website. Instead, make sure you provide them with the information they need to contact you from your "About Us" page.

Conclusion

This guide was created to help you maximize your About Us page. Your company and brand have a unique identity, and your About Us page should reflect that. It will help you stand out from the competition and show your potential customers who you are and why they should choose you above all others. Here's a quick list of things you might need to include and consider when creating or revamping your About Us page:

Introduce yourself or your brand
Make clear what you do
Tell your story
Write directly to your audience
Prioritize quality writing
Showcase the people behind your website and brand
Easy to find from your home page
Must include a call to action

If your page has most of these qualities, then you have a great and effective “About Us” page. Still need help creating the best content for your website's "About Us" page? Yastime can help. Start a conversation with us today and we'll help you create the best "About Us" page possible for your website.

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