Adding value to your about us page

All too often, a company’s About Us page is a chore to write and a bore to read.

This is a lost opportunity because, in a sales-focused environment, it’s easy to forget that we need people to like us, share our values, and feel good about doing business with us. To get them to do this we need to paint a human picture.

So instead of knocking together a bunch of tired clichés and statements-of-the-obvious, you should devote care and energy to create an About Us page that really is about you and your business.

Here are four ‘must have’ elements to include in this crucially important section of your website.

Tell your company’s story

Of course visitors want to know what you do – but also why you do it. So tell them about the people running the business and why they became involved – either as founders or joiners.

Explain in simple, accessible language what your vision and values are, and why your corporate culture is so vital to your commercial success.

State and enthuse about your mission

If it does nothing else, the About Us page should make people aware of what makes your business tick – how you have grown the firm and the direction you are taking going forward. Resist false modesty and talk about what your company stands for and what you are most proud of.

Reflect your passion and commitment, but stay clear of a sales pitch or using over-the-top language, which sometimes sounds pompous and off-putting. The aim is to make your customers want to know you better.

Show your company’s personality

Invite the visitor ‘inside’ your company. If you are fun to do business with, your About Us page should be fun to read. Even if you operate in a ‘serious’ or highly technical sector, keep the tone conversational and discuss what sets your business apart.

When visitors click on “About Us,” they want to know precisely that: About You. Think about using video, which is an engaging and convincing way to project your commercial personality.

Link people to your leadership team

People like to know about other people and your About Us page should be a window into your company’s human side. Links to ‘mini-biogs’ of your senior team is an effective way of doing this.

It’s also more and more important to include links to Twitter, LinkedIn or other websites alongside your executives’ profiles. This is a major social networking opportunity – don’t squander it.

For more advice on digital marketing and development, contact us.