The About Page of your website further engages visitors and starts building a trusting relationship with them. They come here for a variety of different reasons. They want to know more about your company and they want to know that you’re legitimate. They’re looking for similar values.

Many companies lazily put together their About Page, thinking it’s not as important as their Home Page or content pages. But along with the Home Page, this is often the most-visited page of a website.

Creating Your About Page Content

The purpose of your About Page is to tell the visitor about you. So, it should be personal. Use this as a chance to tell your story. Tell your story but don’t get into the specifics or benefits of your products or services (that will be done on your Products and Services pages).

For example, your About Page could tell the visitor about the birth of your company. This includes not only when and where it started, but also why it started. This is a great opportunity to communicate your company’s vision by describing why you decided to start it.

Try to present the facts about your business, like its establishment and vision, without making seem like a resume. This is also not the place to be promotional. Save that for your product descriptions and other pages. A few things to include are:

• When and where did the company start?
• Is it family-owned (again, if so, tell it as a story)?
• Who runs the company?
• Why is this company unique or better than others?
• Describe your mission and values.
• With social proof, show how you’ve helped others.
• Present little-known or interesting facts about your company.

Answer these questions from the point of view of your customer. Try to imagine what they’re asking themselves as they look at your About Page. Speak in a tone that’s relatable to your visitor. For example, you would use a more formal tone if you’re selling security products or providing information about a serious illness; on the other hand, if you’re selling pet supplies or providing information about local concerts, your tone could be more lighthearted. 

Identify the bit of your content that will be most important to your visitors and organize your About Page so that the most important information is at the top. If you want to emphasize that your business is family-owned, for example, this should be at the top of your content. If your mission is what most appeals to your audience, put this front and center. For example, you might sell organic products and your commitment to the environment and health may be most important.

Since your About Us page should be personal, it’s good to include graphics or pictures here of your organization’s people. The smiling face of a real person gives any webpage a distinctly human touch. Take a real picture of someone in your organization. Don’t simply use a stock image. Adding different types of media also makes it more interesting for the visitor. Videos are great too, but don’t make your About Page only a video.

Include social media links and update this page regularly with news about your company or your industry. Make sure all of the information here is relevant and interesting.

Don’t make your About Page only about you. Use it to describe how you help people and what you offer others. Good About Pages are not about “me,” but “you and me.”

Further Tips on About Us Page Content

Like your Home Page, be sure to use SEO keywords on your About Page. People will also find this page through internet search. Use your name often as well, but naturally. 

Be concise. Don’t make your About Page wordy or disorganized. Present the information in a way that’s quick and clear so that it’s easy for the visitor to understand.

Add a contact link from the About Page. Be ready to answer inquiries from visitors there who have further questions.

Here are some examples of good About Pages: