How to Write an About Us Page: Top Tips for Beginners

Learning how to write an “About Us” page that resonates with your potential customers is one of the most important steps in building an engaging online brand. Today’s customers want to form meaningful relationships with the companies they buy from, which means getting to know you and your team.

An about page isn’t just another item on your checklist when designing your online store. It’s a way to generate affinity with your target audience and differentiate your business from others.

However, many companies struggle to get this page just right. They treat the content as a side issue and have no emotional impact on the right potential customers.

Think of it this way: Have you ever walked into a brick-and-mortar store, had a quick look around, and left because you didn’t feel welcome? Perhaps you could tell at a glance that the deal didn’t live up to your expectations.

The same can happen to internet users when they visit your about page.

What is an about page?

What is the purpose of about pages?

Before we look at how to write an About Us page with a lasting impact, let’s define what this website component actually is.

An about page is a page on your website where your visitors get to know you and your business. This is where you introduce yourself and your brand to the people you want to reach.

The purpose of an About page is to convey your brand’s mission, vision, values, and personality to your customers in a concise format.

An About Us page introduces your company with a brief explanation of what it does and what it stands for, and provides insights into the key people on your team.

This helps humanize your brand while also explaining what sets it apart from the myriad other companies out there.

Why is an about page so important?

While some companies try to “skip” the about page when designing their website, it’s rarely a good idea. After all, it’s your customers’ first real introduction to your brand essence.

While your logo and brand name can provide clues as to your brand identity. Your About page describes exactly who you are and what you do in a clear and convenient way. It communicates the story of your business, why you started it, and what services you offer.

It tells visitors why they should choose you over countless other online entities.

The About page is your chance to give your customers an emotional and engaging look at your business so you can convince them that you’re the right partner for their needs.

What should I say on my about page?

Examples of About Us Pages

Learning how to write an effective About Us page requires knowing what type of content should be included. Ultimately, there is no one-size-fits-all here.

Some of the best examples of “About Us” pages include timelines that highlight the company’s growth. Others focus on introducing each employee individually. The key to success is to showcase what makes your brand special.

Here are some of the points to consider on your About page…

1) Describe clearly what your company does

On Tailor Brands’ About page, a quick peek in big letters lets you know, “We help people turn ideas into businesses.” Visitors immediately know what to expect from the company and what their brand mission is.

Next, the page clearly informs people about the exact nature of their business:

“We are an all-in-one platform that helps millions of people around the world turn their ideas into businesses. Our mission is to make starting a business easy, fun and accessible to everyone.”

On the About Us page, you’ll learn that Tailor Brands “empowers small businesses to succeed and gives them the roadmap to grow, grow, grow”.

2) Tell your brand story

Your brand story is essentially the story of your business and where it came from. Where and when did you start? How long has your business been in existence?

Home Depot provides an excellent example of this. The site tells us that the hardware store first opened in 1978. Today they have 2,300 stores and Home Depot is the largest home improvement retailer in the world.

This is your opportunity to let your visitors know what makes your brand unique. Photos of founders and team members accompanied by short bios allow visitors to connect personally.

3) Let your core values ​​shine

Your brand’s core values ​​define the way you do business. A company’s core values ​​have been defined as a clear statement of the organization’s vision, mission and principles.

Some core principles that customers look for when deciding to buy goods or services from a company are:

• integrity
• justice
• accountability
• cooperation

A good example of this is the Saucony company. On the About page you will learn that Saucony, which was founded in 1898, is now one of the world’s leading companies selling running apparel, mainly running shoes and other running apparel.

This page clearly conveys the core values ​​of the organization:

• Sound Health. They look after their customers from “sole to soul”.
• building good communities. Saucony is committed to “building a greater good in the running community and beyond.”
• Local shopping is recommended.
• The association has a charitable foundation.
• The company is committed to sustainability.

4) Explain how your product/service helps

Cut out the noise and simply explain how the product you are selling or the service you are providing will help your website visitor. The About page at Boom! By Cindy Joseph gets to the point and immediately tells you in large letters what the product is and how it helps.

It says:

“BOOM! by Cindy Joseph is the premier pro-aging cosmetics and skincare line for women of every generation. Made using only the highest quality ingredients, BOOM! is a breakthrough cosmetics and skincare line that enhances the natural beauty of every woman – at every stage of life. “

The site also explains that the product was designed to dispel the myth that we should be anti-aging. Instead, a pro-age revolution is being promoted and defined as “creating a greater cultural understanding that as we age we become happier, healthier, wiser and more authentic”.

The site continues by listing the company’s products, describing each product, and explaining how the product helps women of all ages.

How do I write a good about page?

Learning how to write an effective about page can take some practice. Not only do you need a good understanding of your business, you also need a clear view of your target audience.

The best “About” pages are meaningful, insightful, and brimming with useful information for your customers.

Here are some quick tips to ensure your about page gets home:

plan and prepare

Don’t underestimate the importance of your about page. Think about it a lot. A survey conducted by a company called KoMarketing found that more than half of respondents said the first page they visit on a company’s website is the About page.

Give your brand a story

How did the company come about? Why does it exist? What are the company values ​​and philosophy? Tell visitors about yourself and how you decided to get into this type of business. build rapport.

You could even share your personal struggles and how you got to where you are today. The idea is to create a connection and make visitors feel like your product or service is what they want.

Use the right tone of voice

Avoid sounding like a stuffy, aloof professional. Be honest. be direct Use your own voice when writing. Visitors are looking for someone to connect with.

Cultivate a human voice that fits your brand’s personality elements. Remember to connect with your audience.

Focus on value

Instead of just talking about how great your business is, focus on how it actually benefits your target audience. Your customers want clear insights into why your business is right for them.

Focus on the benefits and results you can deliver. Give your customers the opportunity to resonate with your brand.

Use high-impact visuals

When creating your info page template, make sure you leave room for images. Images of real people from your team help humanize your brand and strengthen emotional connections.

Smiling faces are particularly effective in reaching your audience on a deeper level. Try to choose photos that make your brand appear more approachable and friendly.

How long should an about page be?

The answer to this question is complicated. Most pages on your site will be relatively concise. Packing too much information into a single page can easily overwhelm your reader and make it difficult for them to connect with your brand.

It’s worth taking some time to examine sample About Us pages created by other companies in your industry to get a feel for how long their copies might be. However, feel free to experiment.

You can always use heat tracking tools and analytics to see how much of your site your customers are actually reading.

A good way to reduce the content of your about page is through the design. You can create a grid of images with your collaborators and allow users to click on them if they want to learn more instead of just listing blocks of content.

Create your About Us page template

Learning how to write an About Us page that resonates well can seem complicated at first. However, it is one of the most important things a business can do to ensure they are connecting with their audience. Your about page is an important tool to engage your audience and build emotional connections.

This site was never meant to be an afterthought. It must be carefully planned and implemented so that you can reach your customers emotionally.

Before you write your own, check out the successful About Us pages, and then set about creating your own personalized About Us page that will make your business stand out from the rest in a good way.

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