How To Write Your About Us Page

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    For some, writing the website’s About Us page can be the easiest page to write. I mean, let’s be real, it’s about you and your company. Now this is something you can really sink your teeth into, right?

    For others, it’s the most difficult page and often a missed opportunity.

    But, let’s take a step back and consider what about your About Us page is important to your customers. This page should include your story or the story of your company starting with the founder. This page is where you can toot your own horn and toot it loudly! This is where you need to shine and load on the awards, the team environment, the accolades, and certificates, as well as your mission and values.

    This page is not another place to list the services or the type of quality work you do.

    The About Us page might be the 3rd or 4th page that your visitors will access after your homepage, your services, then your portfolio. If they have reached this portion of the internet, then they are really interested and want to learn more. This is where you can further distinguish you from your competitors.

    This is where you talk about your company’s purpose… why you exist… what your values might be… the culture. This page should encapsulate the company’s interior.

    Some section you could include:

    • Mission Statement – Including your mission statement gives you the opportunity to tell about exactly what beliefs, goals, and values your company holds. It is a declaration of your organization’s fundamental purpose. Not only does it announce this to the visitors to your website, but it reminds you and your employees of this powerful statement. As it is what drives your company, it should be emphasized and followed on a daily basis.
    • Company History – Share the story of your brand. The “About Us” page helps brands to build loyalty and connect with prospects and clients. If there is a wealth of experience and years of service to clients to share, include this information here.
    • Founder’s Story – Even more personal and profound is any story about, or directly from, the founder. Consumers like to know who they are working with and what it took for them to get to where they are. Include a photo of the founder or any key members and allow your customers to get to know them.
    • Company Values – Share your core values to inspire trust in your products or services. Tell your visitors exactly what values you hold that will lend themselves to the service you provide. Sharing with your prospects the values that set you apart from your competitors is a sure-fire way of converting them into customers. Just make sure you actually hold these values and follow them in your everyday business.
    • Company internal photos and videos – Those company event videos and photos allow customers to see who you are as a business and who your employees are. Let them peak in to find out about your company culture and the things you are involved in, especially community events and industry events and awards your company or employees may have received.
    • Certificates and Awards – Speaking of awards, the “About Us” page is a great place to show your awards given to you by community or business organizations, and especially from industry organizations. Certificates earned are also important to note, as they build consumer confidence knowing that you and your employees have expertise in your field.
    • Public Speaking or Keynote Conferences – If you have been invited to share your wealth of knowledge at an event or conference, sharing this can help customers view you as an authority and give them another reason to work with you.
    • Community Volunteering or Support – Letting the community your business serves that you are giving back and participating in building up the community goes a long way in building brand recognition and shines a favorable light on your organization.
    • Company Timeline – If this stretches back for any substantial length of time, this is a great way to show that you have withstood the storms in business and will continue to be there for your clients for years to come.

    Elements that can help you stand out:

    Company quirkiness. I know it may seem very professional but sometimes that little bit of weirdness about you or your team can help endear you and set you apart. Do you participate in the annual Santa Clause parade? Maybe you are the head organizer? Do team members enjoy playing pranks on each other? Is the V.P. hiked the Appalachian trail? These are moments that should be expressed and celebrated.

    Be yourself. This is the not place for acronym-infested jargon. For that matter, do your best to reduce jargon on your entire website. This is where you need to get real and express some personality.

    Smile! Yes, I know. You are a serious business owner with serious business. But do your best to show off a company that enjoys what they do. Smile.. Big!

    The About Us Page. You own a serious company. But show a company that enjoys what they do. Big Smile! Click To Tweet

    To help you create an About Page that can help convert visitors, I’ve attached another worksheet that might help you create this page:

    If you’d like to learn more, I wrote an article about putting your mission statement on the website:

    how to write your about us page on your website

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    Christina Hawkins

    Christina Hawkins is CEO of GlobalSpex, Inc. and a Fractional CMO for her clients. A seasoned digital marketer since 1999, Christina has designed and built exceptional websites partnering with small businesses to help them grow and increase revenue. She understands that digital marketing is a constantly evolving technology and works to stay on top of the latest changes. She is always looking for the best route for clients' lead generation needs and revenue. In addition to her ability as a digital marketer, Christina is a coach and mentor with Agency Mavericks to other digital marketing freelancers, helping them grow their businesses. She is also a sponsor and co-leader of Houston's WordPress Meetup.