7 Tips for About Us Pages that Work

Shaking Hands

Engaging content. Relevant content. Interesting content. Entertain. Instruct. Convert. In the hustle and bustle of designing and populating a website with all of this great SEO- and content marketing- gold, it can be easy to forget the building blocks of a great site. A solid About Us page is essential – but how do you craft one that not only gives visitors an accurate sense of who you are but encourages them to delve deeper into your website and trust you to fill their needs with your products or services.

  1. Tell them who you are. Why did you start your business? Why should visitors give credence to what you say? What’s your background? Don’t recreate your CV – but do tell an interesting story about who you are and why you’re here.
  2. Tell them what you can do for them. Scratch the itch. What brought the visitor to your page in the first place? As Simon Sineck says, “start with the why.” Describe the challenge or problem, and then segue into how you are the solution. It’s all about demonstrating value for them.
  3. Add social proof. Testimonials, positive mentions is respected publications or media, quotes, how many downloads, etc. can add to your credibility. You never want to pat yourself too hard on the back, but you can let others do a little for you.
  4. Bullet your credentials and accomplishments. Increased sales by 200% for one client? Have an MBA from Harvard? Great. Add it to a concise list. Skip the superlatives and stick with the facts. While we’re on the subject, keep paragraphs short and streamlined. Break up big chunks of text, and engage the reader visually.
  5. Include a professional photograph. This allows visitors to put a face to the name and business, building credibility. Conversion rates, by the way, are higher for pages with photos of real people. Don’t scrimp! No selfies; use a pro.
  6. Test your About page. Have a friend, coworker, or another trusted associate read your About page and then quiz him: does it explain, clearly and simply, who you are, what you do, where, how, and when? Think like a journalist: what information does your audience absolutely need?
  7. Keyword optimise. People are searching for you, or at least for what you do. Help them out, and reinforce your credibility, with targeted keywords. Remember, browsers conduct long-tail, question-based queries, so remember that when crafting your text. Include optimised headlines and subheadings.

The About page is one of the most visited on your website. With these tips, you can ensure it’s one of the strongest as well.

Leave a Comment