Writing your company’s website can be a fun and exciting task.
But, for many of us, talking about ourselves is the exact opposite – more of a nauseating, dread-inducing experience than an enjoyable one.
But it’s important to realise that pretty much everyone is in the same boat! It’s just a matter of moving past those feelings because, truth be told, your website visitors really do want to know more about you.
In fact, there’s been a 10% increase in traffic to About pages in the post-pandemic world. (Sorry for bringing up the p word.)
Why is that?
Well, firstly, it’s becoming increasingly difficult to know who you can and can’t trust online these days.
People are looking for social proof. They want to feel confident that they’re giving their business to honest, deserving people and not some scammer sitting on the other end of the screen in a black and white striped t-shirt and balaclava, deviously rubbing their hands together.
The other main reason is that people like supporting the underdog. With so many massive corporations occupying most of the commercial space, there’s definitely been more of a push towards giving business to independent sources lately – which is precisely what we love to see!
That’s what makes your website’s About Us page so important! It’s the perfect opportunity for you to show the humanity behind your online business and connect with your target audience on a personal level.
How to write an About Us page for your company website
Whether you’re a small local business looking to establish your online store or a digital agency looking to engage with prospective customers – you’ve got to know how to craft a compelling About Us page that your site visitors will love.
Let’s get right into it, shall we?
1. Make your brand purpose clear to potential customers
When it comes to website text, in general, it’s best to focus on your reader.
But when you’re writing your About page, you’re free to make it all about you, baby!
Now’s your chance to tell potential clients what you’re all about – who you are, what you do, and who you do it for.
Don’t be afraid to get specific when highlighting the value you bring to your audience, because this is what they’re really going to connect with!
Before you start writing, get super clear on your company’s mission statement. If you don’t understand this yourself, how are potential clients supposed to?
Keeping your unique value proposition front and centre is essential, too. Whether that’s your company’s history, your personal background, or specific skills you might have – let the world know what makes your brand so special!
2. Showcase your unique personality, brand values, and brand story
Sometimes we’re afraid to show our true selves when it comes to our professional lives.
Sure, that might be appropriate at times. (Please excuse me while I continue to tell myself that my colleagues like the fact that I share every thought that enters my head into our group chat.)
But you know what, your target audience are your ideal clients for a reason. They’re just like you!
It’s likely that they share your core values, and they want to find a company that aligns with what they believe in and how they communicate.
Don’t be afraid to lean into your personal brand on your About Us page. Give your readers authentic insight into your company culture and what it’s like to be a part of your team.
Don’t scrimp on your company’s story either. At the end of the day, we all love a good story, so make the most of yours and have fun telling it!
3. Show the world those beautiful faces
You? A professional modèle? I think so!
Showcasing high-quality photos of you and your team is a fantastic way to show the human side of your business – quite literally!
Arrange to have professional photos taken of you and your team. You can make this a fun day like we do at The Content Lab!
Use it as a direct way to show your audience how your business operates and all the lovely people who make it what it is. Bonus points if you have an office dog like our beloved Bosco Baby the Ultimate Good Boy™! <3
Incorporate these personalised images of your company into your About Us page design to create a cohesive flow that tells your unique story to each potential customer viewing your website.
4. Include testimonials, awards, and other good stuff
Think about it. You’re online shopping for another new princess bed for your cat. (No judgement.) You’re going to want to read the reviews from other adoring cat parents before you buy, right?
Beyond getting to know you and your brand, your potential customers are looking for social proof.
Make sure to include testimonials and positive reviews on your About Us page. This legitimises your business and allows you to build trust with your audience online.
Are you an award-winning business? Do you give back to your community (like us!)? Or maybe you’ve worked really hard to become a carbon-neutral company (something we’re working towards!)?
Whatever they are, make sure to include any major achievements, awards, or milestones that are part of your company story and help paint a glowing picture of your brand.
5. Keep it short, sweet, and up-to-date
It’s essential to tell your brand’s story and give a human insight into your company. That said, it’s also important not to turn it into a full-on autobiographical passage detailing your first kiss and why you believe Dolly Parton was punk before punk was even a thing. (Bad example, because I would absolutely read that.)
People do want to get to know you, yes. But they also want you to get to the point.
Keep things brief. Try to say what you need to say in as few words as possible.
Break up your text into digestible sections with engaging headlines that include some juicy keywords.
Don’t forget to keep all the info up-to-date and relevant, adding or removing points as your business grows and expands. Why not share these updates to your social media accounts too, for good measure?
And finally, don’t forget to include your contact info at the end of the page with a lovely, enticing CTA that makes your reader want to get in touch with you right away.
Include social media links and other useful contact information in a super obvious place so there’s no confusion about how to reach you.
Write your About Us page with web page templates from Content Goodies
Crafting an authentic, engaging About Us page can be tricky – especially when you’re just starting out.
But with website templates from The Website Copywriting Accelerator Pack, it gets a whole lot easier.
Learn what information to include, where to put it, and how to write it with Content Goodies – website templates made by professional copywriters!
You’ll get access to a ton of different web page examples and templates, so you’ll feel confident in writing for the web in no time.
Why wait? Purchase your pack today!