How to Create an Effective ‘About Us’ Page for Your Website 

Key takeaways: 

• Your “About Us” page is a great platform to build trust with your audience by sharing brand’s story. 
• A well-crafted “About Us” page can drive conversions by clearly stating your brand values and commitment to customer satisfaction. 
• To create an effective “About Us” page, you need to consider various elements, such as your company story, team, and a clear call to action. 

Approximately half of all website visitors are interested in a business website’s “About Us” page, with 65% checking the page for business information. When done right, it helps website visitors understand your story, vision, and team. Most importantly, it helps your audience relate to your goals and aspirations. 

In this context, a thoughtfully designed “About Us” page lets you connect and establish trust by showing authenticity to your audience. It’s an opportunity to share your story, emphasize your strengths, and convey the passion that drives your business. 

Why you need an About Us page 

When people visit your web page, they want to know who they’re dealing with and what you stand for. An “About Us” page is your chance to make a great first impression with your personality, values, and unique selling proposition (USP). This helps the audience relate and understand why they should choose you over the competition.  

It’s also an opportunity to tell your own story. It shows that you’re a real person with a passion for what you do. 

Benefits of an About Us page 

The “About Us” page helps you connect with your target audience and build a solid online presence. Here are some benefits of a well-crafted “About Us” page. 

Builds trust with visitors 

Building trust with your audience relies on transparency and authenticity. An “About Us” page is the best way to share your story and connect with people. By letting visitors see behind the scenes, you build connections by introducing the people behind your brand. When people feel they know and understand your values, they will trust your brand and become loyal customers. 

Enhances brand personality and credibility 

A solid brand identity validates you in your audience’s eyes, and an “About Us” page is a good way to achieve this. By showing your team’s expertise and company’s achievements, you build credibility and differentiate yourself from the competition. 

Supports SEO by providing more content for search engines to index 

Search engines prefer websites with valuable and engaging content, making your “About Us” page a great chance to highlight your brand’s story and expertise. An effectively optimized “About Us” page can greatly improve your website’s search engine optimization (SEO). You can accomplish this by naturally incorporating relevant keywords and phrases throughout the page, improving your website’s visibility in search results. 

Can increase conversions by highlighting your business values and USP 

An effective “About Us” page helps increase conversions and click-through rate (CTR), whether it’s buying a product or subscribing to a newsletter. By showing your business’s core values and USP, you can motivate visitors to take action. A strong call to action on an “About Us” page can guide visitors toward the desired outcome and help you achieve your business goals. 

Key elements of a great About Us page 

Crafting an engaging “About Us” page requires various parts to effectively share your brand’s story and connect with your audience. Below is a summary of the key components to include. 

Start with your story 

Every business has its own unique origin story, and your “About Us” page is the ideal page to share it. Your company history must have your brand’s essence, beginnings, challenges, and milestones along the way. 

When telling your story, make sure to do the following: 

• Use emotional cues to connect with your audience. 
• Share your passion for your business and the motivations behind its creation. 
• Be genuine and relatable by openly sharing your journey, including any challenges you’ve faced

These humanize your brand and fosters trust and admiration among your audience. 

Additionally, visuals such as images or videos can enhance storytelling, help bring your story to life and make it more engaging. 

Highlight your mission and values 

Your mission statement must clearly state your company’s goals and align with what your customers care about. Then, your values are guiding principles that dictate your business decisions and reflect how your company engages with the wider community. 

Clearly articulating both on your “About Us” page helps visitors understand what your company believes in and what you aim to achieve. This helps connect with your audience and attract customers who share similar values. 

Showcase your team 

Introducing your team members in the About Us page is a good way to personalize your website and build trust with your audience. You can achieve this by sharing photos and short bios of key team members, their roles, achievements, and any relevant qualifications they hold. This shows your company’s talent and helps visitors connect with your team personally. 

Include a call to action (CTA) 

A call to action (CTA) is a prompt that motivates visitors to take the next step, whether contacting you, buying products, or subscribing to your newsletter. Your CTA should be direct, brief, and relate to the content on your “About Us” page. Ensure that your CTA is visually distinct and employs action-oriented language to inspire immediate responses from potential customers. 

How to structure your About Us page 

A well-structured “About Us” page helps people understand your personal brand story. Here’s a suggested structure to help you craft a compelling narrative. 

Introduction 

Start with a short but sweet introduction to your company and what you do. This is your elevator pitch, where you grab the reader’s attention and make a strong first impression. Clearly state your company’s name, mission, and unique value. 

Your story 

This is where you share your company’s origins and its journey to becoming what it is today. Share your business’s inspiration, challenges, and the milestones you’ve achieved. Additionally, remember to connect with your audience emotionally by sharing your passion and highlighting the reasons behind your company’s creation. 

Mission and values 

In this section, share goals and how you want to achieve them. Be clear with your company’s mission statement and how it relates with your customers’ values. This section is also a good way of highlighting your company’s dedication to social responsibility or any other causes you’re advocating. 

Team 

Introduce your team and show their talents and expertise that drive your company. Make sure to include their photos, descriptions, roles, experience, and unique contributions to the company. 

CTA 

Conclude your “About Us” page with a clear and convincing CTA to encourage visitors to take the next step. Make it compelling to grab potential conversions from visitors curious about your brand. 

Tips for creating a user-friendly layout 

• Use headings, subheadings, and bullet points. Long texts can be intimidating and difficult to digest. Break up your content using clear headings, subheadings, and bullet points for better readability and scanning of information. 
• Incorporate visuals to enhance your story and mission. Visuals such as images, videos, and infographics can significantly enhance your “About Us” page and make it more engaging. Use high-quality images for appeal, videos for more dynamics, and infographics for data and statistics. 
• Keep your page concise and to the point. A concisely worded “About Us” page better appeals to readers. Visitors are more likely to read and engage with a page that is easy to digest and doesn’t overwhelm them with information. Focus on the most important aspects of your brand and communicate them clearly and concisely. 

How to write an about us page that builds trust 

By being transparent and authentic, you can connect with your visitors and show your credibility. Here’s how to write an “About Us” page that builds trust. 

Be transparent and authentic 

When you’re sharing your story, make sure to be upfront to build trust with your audience. You can include personal challenges to show you’re committed to being genuine. 

Avoid exaggerating your achievements or presenting your brand too. Instead, focus on sharing your authentic journey and the lessons you’ve learned along the way. 

Make your page feel human and relatable 

People connect with people, not corporations. Use casual language and avoid jargon or technical terms that might alienate your audience. Write as if you’re talking to a friend, sharing your story and values in an easy-to-understand and relatable way. Injecting humor or personal anecdotes can also help humanize your brand and make your page more engaging. 

Show, don’t tell 

Instead of simply stating your mission and values, use visuals and storytelling to illustrate them. Show your audience how your company lives its values through real-life examples, customer testimonials, or behind-the-scenes glimpses of your company culture. Additionally, visuals like images and videos can help bring your story to life and make it more engaging. 

Use first person 

While it’s important to avoid crowding your web pages with “we” pronouns, using them has advantages. Using “we” can make you look more professional and credible, even if you’re a solopreneur or a small team. It suggests that you’re not alone but a team with established processes and expertise.  

Using “we” language from the start can help you prepare for future growth. As your business expands and you hire more team members, your “About Us” page will already reflect your collective identity. This saves you from having to rewrite your page content and ensures consistency in your brand messaging. 

SEO best practices for your About Us page 

While your “About Us” page mainly works to connect with your audience and build trust, optimizing it for search engines is also important. This can help your website’s visibility in search results and attract more organic traffic. Here are some SEO best practices to keep in mind: 

Keyword optimization 

Keywords, especially relevant ones, are words and phrases people use when searching for information online. Using them in your “About Us” page helps search engines understand your page’s content, ranking it accordingly. 

Look for primary and secondary keywords related to your business and industry, and use them naturally throughout your page content, including headings, subheadings, and body text. Avoid keyword stuffing, which can harm your SEO efforts. 

Meta descriptions and headings 

Meta descriptions are brief summaries of your page that appear in search results. Write concise meta descriptions that reflect the content on your “About Us” page and include relevant keywords. Headings (H1, H2, etc.) also play an important role in SEO. Use clear and descriptive headings that use relevant keywords for better content structure and SEO. 

Internal linking 

Internal linking refers to linking to other relevant pages on your own site. This improves SEO by helping search engines crawl and index your site more effectively. It also improves user experience by providing visitors access to related information. Include links to relevant product pages or other sections of your website within your “About Us” page content. 

Make your About Us page more impactful with Network Solutions 

Network Solutions provides the tools and resources to create a professional and compelling “About Us” page. With our intuitive website builder, you can customize your page’s design, layout, and content to match your brand’s identity. We also have various SEO services and resources to help your page rank higher for search engines. 

Frequently asked questions