Did you know customers who visit your ‘about us’ page spend 22.5% more than those who don’t? And 52% of people want to see the ‘about us’ page first when they visit a website? So, how do you write an about page that ticks all of the boxes? Is there a template or an about us page example to follow?
A good ‘about’ page isn’t just about nice web design. The wording places a big role in building trust with your target audience, taking them a step further along in their purchasing journey.
Learn how to nail it for your website.
Before we dive in, let’s recap on the many reasons to craft the perfect about us page…
- Build trust
- Strengthen brand identity and personality
- Attract (and repel) the right audience
- Share your brand values
- Tell the story of your business and invite the reader inside
- Give context to your product or service
- Boost SEO with relevant keywords
- Increase conversions by building a strong audience connection
Your ‘about us’ page is an amazing opportunity to share with potential customers what makes you different and tell a story your audience will remember, building that all-important brand recall and loyalty.
Overlook its importance and you’re wasting that opportunity for connection and conversion.
However, I know it can be tough to know what to include, how personal to be, whether less is more, and how to balance talking about yourself and focusing on your audience.
This guide will walk you through my expert steps to writing an impactful ‘about us’ page that really connects with your audience.
1. Start strong to hook them in
Your opener should grab attention and set the tone for your business, because first impressions really do matter.
Rather than making it about you, focus on a big statement that sets out your stall.
I know, I know. It’s YOUR ‘about page’. But, people need to feel seen to want to know more about you.
For example, mine is:
Turn words into customers through SEO website and blog writing.
2. Tell your story (but keep it relevant)
People love a good yarn – storytelling is key to being memorable in a crowded online space – but having said that, they don’t need your life story.
Try to tell your business origin story in a way that’s relatable to your audience.
– What inspired you to start your business?
– What problem were you trying to solve?
– How have you evolved over time?
– If you’ve personally experienced the transformation your customers will experience, how do you feel now and what can you now achieve as a result?
3. Show how you live your core values and mission
Your audience wants to know what you stand for, because they’re not just weighing up who has the best product or service. They’re trying to figure out who’s the best person/brand to pay for that product or service.
Outline your core values and mission statement in a way that resonates with them, and shows how you actually live those things rather than just sticking them on your website to sound professional.
4. Introduce your team (if relevant)
If your brand is built on personal connections, featuring your team members adds a human touch. Include photos, names, and a short bio to help visitors put faces to the brand – in an increasingly AI-driven world, people value these human connections.
5. Include testimonials and results
Share direct quotes from happy customers to reassure your audience that you can actually do what you say you can.
Pull out reviews or testimonials that not only detail your skills but also the pain points, emotions, and outcomes for your clients. What has your work enabled them to achieve, and how has it made them feel?
6. Highlight achievements or milestones
Now, it’s time to reassure your audience why you’re qualified do do what you’re selling.
If you’ve won awards, achieved industry accolades, or featured in major media, share this as social proof to build credibility and trust.
Examples:
- Featured in Forbes, Vogue, and The Guardian.
- Proudly served over 10,000 happy customers in 25 countries.
7. End with a call to action
Don’t leave visitors hanging – we all like to be told what to do next, and you can’t assume your potential customers will know without being told.
Guide them to the next step in the customer journey, whether it’s browsing products, booking a discovery call, signing up for your newsletter, or following you on social media.
Ready to write an about page that builds trust?
Your about us page is your chance to make a great first impression – make yours count with a combination of gorgeous design and persuasive, personality-packed wording.
If you’re not confident writing your own website wording, consider hiring a professional copywriter to get to the job done to the highest standard and ensure it connects and converts the right customers.
I’d love to help with your website copywriting – book a free call to get started.