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Too often, an About Us page is viewed as just another box to check off the to-do list for a website. But it has the potential to be much more than that. When done well, an About Us page can help site visitors connect to your client’s business on a personal level, build customers’ trust and set your client’s business apart from their competition.

In this article, we’ll look at how to create a great About Us page, including:

The purpose of an About Us page

mukesh singh

Why it matters for your client’s business

8 expert tips for creating an About Us page

11 inspiring examples of About Us pages, and what makes them stand out

What’s the purpose of an About Us page?

An About Us page is the right place on your client’s website to tell their story and make a strong, positive impression.

What should an About Us page include?

Every About Us page should cover these basics:

The story behind your client’s business and why they started it

The customers or cause their business serves

Their business model or some insight into how their products are made

What sets an outstanding About Us page apart is how it delivers that information while capturing the business’ personality and values. The best ones truly bring a business’ brand story to life with engaging text, media and design.

Why are About Us pages important to your clients?
When it comes to connecting with customers, brick-and-mortar businesses have an advantage over their online counterparts: face-to-face contact. The good news is your clients’ sites can match the personal touch of even the best offline retailers by telling their stories in compelling ways.

Don’t underestimate the power of appealing to emotion. Brain scans show that when consumers evaluate brands, they’re influenced by personal feelings and experiences more than a company’s features and facts. Keep this in mind when considering how to write an About Us page for a client, and when you’re designing it. In the examples at the end of this article, you’ll see how great About Us pages use emotion to persuade.

Additionally, About Us pages often cater to a high-intent audience. When a site visitor navigates to an About Us page, it means they’re actively interested in learning more about a business. Make the most of that intent and get more conversions on your clients’ sites pages by following our guidelines.

8 tips for creating a great About Us page for your client
State what the business does and why it exists

Identify your client’s customers and what they get

Share your client’s brand story, from start to present

Introduce your client’s team

Let your client’s values shine through

Include positive press and other social proof

Use high-quality photos and videos

Include calls to action and contact info

As you’re considering each one of these guidelines, remember that 1 size doesn’t necessarily fit all. Every business is unique, so you don’t have to use every recommendation or give each of them equal weight. The goal of an About Us page is to give an engaging, personal introduction to your client and their business. Work together and apply these tips in a way that works best for them.

  1. State what the business does and why it exists
    This tip may seem obvious, but many brands fail to include some of the most basic information about their business up front. Or they do it poorly by describing themselves in a way that isn’t clear or is packed with jargon. On an About Us page, visitors shouldn’t have to work to figure out what a business does and its mission. Instead, give site visitors a quick overview of your client’s company and why they do what they do, in a way that matches their overall brand.
  2. Identify your client’s customers and what they get
    By clearly identifying your target customer up front, you’ll have a better chance of attracting and engaging the right viewers. Be sure to clearly describe the products or services your client is offering them and how customers can benefit. Many companies fall short by explaining their products or services too broadly, leaving out specifics that could convince viewers that your client is right for them.

Case studies and testimonials are also a great way to make your client’s About Us page more effective. When a prospective customer can picture what success with your client’s business looks like, they’re more likely to convert. In fact, 58% say they’re more likely to convert when a site includes customer case studies or testimonials.

  1. Share your client’s brand story, from start to present
    An About Us page is the perfect place to tell the story behind your client’s company: how it started, how it’s evolved and how it’s gotten where it is today. Include major milestones and what’s driven its success.

To add life to your client’s story and make it as engaging as possible, here are a couple angles to consider:

Your client’s “aha!” moment: Did the idea for your client’s business strike out of the blue

mukesh singh

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