Most statistics show that the “About Us” page is the most visited page on a website after the homepage.
To develop a strong About Us page, it’s essential to strike a balance between good web design and effective content creation.
However, instead of being seen as an opportunity to introduce ourselves to potential clients, it is often presented as a boring page where we only talk about ourselves using technical jargon and forgetting the main objective: letting visitors know who we are, what we’re like, and what problems we solve for our customers.
If you want to create the perfect About Us page:
1) Focus
Both design and content must focus on showing customers what your company and team can do for them — and what you’ve already done for others.
Potential clients will only spend a few seconds on your website, so get straight to the point. What truly matters to them is whether your team, services, or brand can improve their lives in some way.
2) Be Human
People like to see who is behind the company. Photos of team members make the company feel closer, while pictures of people working or attending events can add personality to the brand.
3) Stay True to Your Style
Use a direct and personal style — even a touch of humor is appreciated. Don’t you find that companies with a fun About Us page seem more approachable?
Cold tones (not to be confused with corporate tones) are not better than conversational ones. Overly grandiose language doesn’t convince either. Speak as you normally speak and write authentically — being real is a strength.
However, depending on your business, an informal tone may not be appropriate. A law firm, for example, must convey trust. Stay true to your style.
4) Tell a Story
If you have a story to tell — tell it! Stories sell and connect with readers.
How was your company created?
How did you get to where you are today?
How did you sign your first contract?
You probably have more than one anecdote people would love to read.
5) Mission, Vision, and Values Are No Longer Trendy
Choose your words carefully and get to the point. Language evolves with society. Not long ago, hard work culture was praised. Later, success was valued. Today, Millennials prioritize doing what they love.
6) Ask Others
As an owner or long-time employee, you don’t have the same perspective as employees, friends, partners, or customers.
Ask them:
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What makes this company the best?
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What problems does it solve?
You can include their answers as testimonials on your page. Remember to add credibility elements: position, company, and even a photo if possible.
7) A Picture Is Worth a Thousand Words
Photos, timelines, infographics, videos — everything helps. Make the page as engaging and impressive as possible. The longer customers spend getting to know your company, the better. If you can stand out, why not do it?
One minute of video contains around 1.8 million words. If you want to tell your story in a fast, digestible, and engaging way — use video.
8) Contact Information
Phone number, Skype, social media… There are still people who distrust the internet. The more information you provide, the more trust you generate. Just make sure it’s updated. An old phone number or unused email address will cost you customers.
9) Test, Test, and Keep Testing!
There are no magic formulas — but there is analytics. Check your traffic volume, bounce rates, and time spent on the page. Use data to make improvements: tweak phrases, add images, change them, include an infographic, test video, etc. Measure every change to see if it improves results.
10) Mobile
Even if I sound repetitive, I can’t stress this enough. Your page must be optimized for all devices — otherwise, you’ll lose more than half of your website traffic.
Can you think of any additional tips? I invite you to share them in the comments.
