Creating the perfect About Us page for your website
March 25, 2015 12:31 pm
The About Us page is simultaneously one of the most popular and one of the most neglected pages on many websites and blogs. After the homepage, the About Us page is often the most-visited page on a website, but many individuals and organizations put off filling in any details beyond some contact information because they don’t know where to start, or what to write.
We’re here to help, so if your site’s About Us page is looking a little sad and neglected, or if you’re daunted by the prospect of creating an About Us page for a new website or blog, read on!
Put the customer first
As a business owner, you should already know what you can do for your customers, so dedicate a few lines to mentioning their needs, and how your company will answer them. Let them know what makes you unique. Take a look at MailChimp’s About Us page, below. They open it with the following:
‘More than 7 million people and businesses around the world use MailChimp. Our features and integrations allow you to send marketing emails, automated messages, and targeted campaigns. And our detailed reports help you keep improving over time.’
Rather than opening with what MailChimp does, they jump straight into telling you what MailChimp can do for you. This is the perfect way to open your About Us page.
You should also mention the number of customers you serve each month, or other hard facts about your business. If you’re mentioning more than two company statistics, bullet point them or include them in graphics. Keep the sentences short – people don’t want to plough through a wall of text to get to the figures.
Take a look at how Tumblr have presented their company stats on their About Us page below.
Customer testimonials and press coverage
Use customer testimonials, and make sure they’re kept up-to-date. Include pictures of the customers giving the testimonials, if possible, and their full names and, if relevant, company affiliations. Potential customers need to be reassured that these testimonials are real! If your company works with brands or other businesses, you could include logos or simply mention them by name. If you’ve won any awards, mention them.
If your company has received any press coverage, include short excerpts or link to the published articles. Name the publications, of course!
Some companies choose to include their ‘story’; how they went from a team of two working in a garage to a multinational business, for example. You can do this too, but only if you have a story worth telling! Keep it relatively short: you want to engage people on a human level, so they will identify with your business, but they don’t need to know every detail of your company history. Think about what aspects of your company history are most relevant to building trust and confidence and focus on those.
Introduce your team. Again, this is about building trust and confidence. Include head shots of each member of your team (smiling, of course!) and a brief bio of each one. Some companies ask team members to write their own bios; this can give a lovely personal touch, but it depends on your business: if you’re a medical supplies company, for example, your customers may be put off by cheery, personalised bios. Think about your industry, and introduce your team in a way that lines up with industry norms.
Above all, keep it short and punchy. Your customers aren’t interested in reading a novel about your business. They want and need the following information:
- What you do, and how your business can help them
- Who your customers are, how many of them there are, and why they trust your company
These two elements are the most important ones. You want to tell your customers what you can do for them, and you want to gain their trust by demonstrating that other people already trust you.
Take a look at the Behance About Us page: it’s a miracle of efficiency that gets this important information across with only a few lines of text.
The next two elements are optional extras that can be used to build trust and to humanize your company. Whether you choose to include them very much depends on the industry your business operates in, and the customer base you want to attract.
- Who you are, and where your company came from
- Who your team is, and what their unique skills are
The Doberman About Us page is a great example of one that manages to humanise the company through an informal, chatty tone that’s used to tell the company story, while also building trust through a more serious explanation of what they do, and the approach they take.
Tips on layout
There are no hard and fast rules when it comes to laying out your About Us page, but you should try to include the following:
- Photos and/or graphics. Take pictures of your products, your office, or your team, and include them on your About Us page (or ask a professional to take them for you). Don’t use stock images if at all possible: your About Us page is about your company, not somebody else’s!
- Subheadings that break up the text and divide the page into different sections. Look at the examples above: all of them divide their About Us pages into distinct sections; you’ll want to do this, too.
- Social media buttons, so customers can follow you on Facebook, Twitter, Instagram etc.
And that’s it! You should now be ready to go and create an About Us page that will stand out from the crowd, and that tells your customers everything they need to know about you and your business.
Main image: vv@ldzen