When introducing your brand, a prolific About Us page is essential. Wherever you operate and with whom or whatever your business sells or aims to do, it requires reputability.
Like meeting a future client, new friends or potential partner, an astounding first impression is vital. And for e-commerce and online stores, one of the best ways to establish this is by creating an About Us page.
People interested in your website head to that section first for clarity. It’s an ideal opportunity to shine and show them why your website is going to offer the best products, services and content.
On the flip side, failing to create an intriguing About US page assures clients will look elsewhere. Don’t fall into the latter by following our essential tips on how to write an about us page.
Here’s what we’ll cover in this guide:
What’s An About Us Page?
An About Us page is an introduction to your brand for your audience. Expressing your operations, your mission and philosophy is the main focus. The information needs to be clear enough for the average reader to understand.
Readers also want to know about the company’s history and core values. In other words, ‘why’ and ‘how’ this company is different from the thousands of others that are vying for their attention. Otherwise, users will have no way of finding out what your organization is all about.
Let’s take a look in further detail why a top-notch about us page is crucial.
Why Learning How To Write An About Us Page Is Important
Oftentimes, a customer will read a company’s About Us page to gain insight into a few things including:
- Information about the Founder
- Senior staff and team members’ roles
- How the business originated
- Insight into the company culture
- Geographical and cultural information
- Contact information
Depending on the business and industry, some ‘About Us’ pages will offer information on the company’s USP (Unique Selling Proposition) or what characteristic or attribute makes them stand out.
This provides context as to how and why the business was launched – perhaps there was a gap in the market for their service, or the founder sought to work independently on their own terms.
The page might also incorporate location and/or contact information. This could be a map showing the business’s various branches or headquarters, or an email address and customer telephone number.
In a nutshell, the best About Us pages aim to reflect the company’s purpose and demonstrate the personalities of its owners or senior employees.
Most importantly, it builds rapport and creates a sense of trust and familiarity separating the champions from the rest of the pack.
Don’t Make These Mistakes When Writing An About Us Page
Too often, an About Us page is full of technical jargon that reads like a training manual. Or it’s completely devoid of personality. You want to show the company has real roots and isn’t just another cookie-cutter business.
Use a tone that dictates a one to one conversation of friends. Not so much that it becomes childish, but the key to connecting with readers is imagining you were writing to friends. You’re less likely to write in a highly formal and unrelatable tone if you imagine the audience you’re writing for.
This page is an opportunity to make a sale before a representative steps their foot in. If the client likes what they read, they will move the relationship further. Now is your chance to let the readers go behind-the-scenes with interesting insights into your business.
If you’re unsure, try to answer these questions when writing an About Us page:
- Where did your idea to start your business come from?
- How did your company get started?
- Who are the founders?
- What inspires your brand?
- What are your core values and mission?
Now that you know why it’s important, and what to avoid doing, here is how to write an about us page for your own brand.
10 Examples Of Effective About Us Page Examples
A well crafted about us page must include the following points. Leaving holes will confuse readers and potential clients, forcing them to look elsewhere.
Check out these world-class examples to see how they’ve done it.
When it comes to FAQ design, the clearer and simpler the questions, the better. Customers use the FAQ page to quickly find the answers to their burning questions. The less time spent browsing and searching, the less likely they’ll be frustrated. The more likely they’ll stay and make a purchase, increasing your customer conversion rate.
If your questions are long-winded and unclear, it defeats the purpose of having a FAQ in the first place.
Questions worded plainly provide the customer with the fastest avenue to finding an answer and might even help them find questions that they didn’t even know they had.
A good example of this is Twitter They include clear and simple questions, with different topics split up into smaller questions.
By providing its mission statement and expanding upon it, Nike describes its business functions and offered services without embellishing. Readers must understand the purpose of the company, so don’t try to hide yours.
3. Pierro Caron
State the ownership of the business. Who is the CEO and chief operations manager? Is the company privately, publicly or family-owned? A brief biography and their philosophy help humanize the organization.
Canon, a French sculptor, uses his About Me page to advertise his products; his page features a slideshow of his artisan crafts alongside accompanying statements that remind the reader of his honest passion for his trade as well as displaying his finished works.
4. Yellow Leaf Hammocks
This business presents its backstory and, in turn, humanizes its brand through its About Us page. By telling us their origin anecdote, Yellow Leaf Hammocks allows their audience to feel a connection to their product while upselling their value proposition.
5. Cupcakes and Cashemere
Images are crucial. Including high-resolution photos of the owner and the business builds familiarity. Start fostering the relationship right away. Studies show photos of faces increase conversion. Photos are a great way to legitimize the business.
This is a perfect example of a traditional About Us page. From the mini-biographies and accompanying images to the business milestones and founder’s personal achievements, this page ties everything together neatly and informatively without frills or fuss.
Apptopia hits the spot because it tells the reader everything they need to know in layman’s terms.
Some companies might feel the need to embellish their pages with business jargon in an attempt to prove how qualified they are but in reality, you’re far more likely to attract customers, especially those who aren’t experts in your field by using accessible and universal language.
Keep it simple. Don’t include complex words and topics. Ease of access is key.
Write a story that explains the companies history. Take the reader through the business’s journey. If it’s a merger of 2 or many companies, explain this too. A well-written history further fosters integrity in the customer’s mind.
What core values does your organization hold and what does it stand for and believe in? Consumers aren’t just looking for a product, they’re looking for a brand that resonates with their values and beliefs.
With so many competitors vying for your consumer’s attention, integrity is an essential factor. People are in search of businesses that have the same values as them more than ever. Dove’s page includes information about their vision, their research, and their commitment to sustainability so consumers know what they’re all about.
Make your About Us page about you – leave the copywriting for the sales section.
8. Marc Ensign
It’s apparent from this page that, whilst Ensign doesn’t take himself too seriously, he certainly takes his business seriously.
As a branding expert, Ensign strikes a neat balance between casual humour and confident professionalism, hooking his customer with his personality and, as such, humanizing his business.
Every business is unique; what makes yours special? Is it the personality, philosophy or history? Use your page to promote your uniqueness.
9. 8 Hour Day
Readers need to find the page. Don’t make it a wild goose chase! The about us page must be easily noticeable and accessible. Most websites include it at the top in the directional bar. The easier to find, the better!
This About Us page is easily accessible through their prominent headers and also establishes warmth between the business and the customer, starting with a simple “hi!”
Sometimes it’s the little things, like a welcoming greeting that can sway a potential client and pique their interest.
10. Ducky Channel
Last but not least, include a call to action. Include a link to your sales/products page, organization contact information or social media links.
Ducky Channel’s page includes a link to their current featured products as well as additional links to all of their social media channels. Contact information is included in this page as well, making their brand seem willing to engage with their customers.
Key Takeaways On How to Write an About Us Page
Potential clients eager to start a relationship want to learn about a business. Naturally, the About Us page is the perfect opportunity to explain everything they want to know.
Here’s a summary of how to guide viewers from being merely interested into consistent visitors:
- Write in a relatable and concise way. Confused readers are sure to look elsewhere. Avoid the technical jargon or formal, unrelatable language. This will alienate customers. Your writing tone should reflect your brand story and image. In terms of being relatable, now’s your chance to talk about press mentions, testimonials and awards. If there’s a charitable component to your business model, explain the reasoning behind why you’re a part of that.
- Create a story. Guide people through the history of the company and let them know what you’re all about. What interesting bits of information can you share to give them a better understanding of your origins? People are more likely to remember your brand if they feel invested in the story and narrative.
- Describe the company’s core values. What is your company’s vision, personality and philosophy and why do you stand out from the pack? This is a chance to explain exactly who you are so that you can shape the way you want to be perceived by anybody reading.
- Provide contact information. Business is a relationship that requires trust from both sides. If you want to build a rapport, encourage customers to reach out on social media or contacting customer service. They can’t do that unless you provide social media links and phone numbers on your About Us page and across your site!
- Use photos to foster familiarity. Photos aid in humanizing your brand and business.