How to Write an About Us Page

The About Us page is one of the key pages of any website. As such, you'll want to make sure you prioritise it when creating your website. The About Us page is so important because it is here that your customers can learn more about your business and make a decision whether or not to support it. In fact, a study by HubSpot found that the About Us page that people feel it is the second most important element on a website.

What is an About Us Page?

An About Us page is a page on a website that gives visitors information about a specific business, individual or organization. Here is where you share your business' story, mission or vision, introduce staff and start to develop credibility and trust with your website visitors. Customers are also looking for information about your brand's values, which they'll use in their decision making process, such as if your business uses sustainable practices.

Individual Parts of an About Us Page

Your About Us page is not a selling page, but rather one where you share information about your business to customers. It should be customer focused and use the same tone and wording as the rest of your website.

An About Us page is made up of different components including:

• the history of your brand - here's where you'll share information about why and how your business started. Try to write it in such a way that a customer would be able to connect or empathise with, and that this is easily remembered. 
• what your unique selling point is - what was the specific reason you started your business? It would have been to meet a highly specific need of your customers. Here is where you will share with the customer the reasons how your business and products can solve their problems or needs. What benefits does your business give its customers?
• your brand values - what does your brand stand for? What are its values? Customers are more likely to choose a business that has similar values to their own.
• how your business works - this is where you'll explain how your products are made and how your business does things from day to day. This gives customers information to compare against your competitors and grows your brand's credibility. 
• who works for your business - introduce your team and share with your customers what their roles are. This helps to build trust and rapport because they know there is a real person behind the business. Team bios and photos would be a good idea to include here.
• endorsements and reviews - here's the place to share all those wonderful achievements and customer reviews your business has received. 
• contact information - provide a variety of up to date contact information types so your customers can get in touch with you easily. A form on this page they can fill in and then send you is a good idea as it stops them having to navigate through your website to find one. Remember to include details about your social media platforms here too.
• what you want the customer to do next - the About Us page is not about selling your products, but rather giving information about your business to your customers. However, there is nothing wrong with using a call to action on this page, telling customers what you would like them to do next. This could be to sign up to your newsletter, visit a specific product page or fill in a contact form so you can get in touch with them to provide individual service.

Benefits of Having an About Us Page

The About Us page is visited frequently by customers wanting to know more about your business and to decide if you are the best fit for them. Having an About Us page can also provide you with the following benefits:.

• showcases your brand identity - you have the ability to introduce your business to customers and show them the benefits your products can provide them with.
• replaces anonymity with familiarity - people buy from people, so customers want to learn more about who is behind the business, developing trust and credibility as they go.
• provides social proof - customers always like to see what other customers think and have to say about a business. This social proof is viewed as being of very high value in their decision making process.
• demonstrates authority and expertise - here is your chance to show customers that you have industry knowledge and experience, which then leads to trust being developed.