7 Ways to Improve Your “About Us” Page
Whether building a website
for your company or maintaining an existing site, the About Us page is crucially
important for potential customers. Statistics have shown that it’s one of the
most visited website pages. That fact alone makes the About Us page a company’s
make or break page. Your goal should be to create an About Us page that gives
potential customers the facts they need to feel confident in choosing your
Here are a few key ways to
improve your About Us page:
Begin with the
Talk about what benefits and
solutions your company offers to its customers. Most first time visitors want
to know the history of the business and real capabilities.
Many About Us pages are
filled with adjectives like visionary, outstanding, world-class, cutting edge.
Although this may be true, you need to prove it with facts.
If your business is
visionary, talk about what innovative products you’ve developed. Allow the
customer to decide if your company is visionary, outstanding, on the cutting
If you are a new business
and don’t have a lot of facts yet, you can describe your business hopes and
goals and how you plan to achieve them.
Don’t try to be
something you’re not
Don’t add “fluff” to your
About Us page. This
tends to happen with smaller companies trying to sound big. As a smaller
company, be honest about who you are and use it to your advantage. Generally
speaking if you have a smaller business, describe how new clients will benefit
from a small company, allowing each customer more individual attention.
Use real photos
Always use real photos of
people and places. If not possible, then don’t use any photos. Stock photo’s are too easy to spot and
can hurt your credibility.
Awards add to your
credibility so choose the ones that will have the most impact on potential
customers. The same goes for certifications; select those solely based on their
relevance to your clients.
A great About Us page should
always be a work in progress. Update your page whenever you open new locations,
enter new markets, land major customers, and add expertise. Make sure all the
information is current to your company’s profile as it evolves.
Ask someone who knows little
to nothing about your company to take a look at your About Us page. If they
can’t answer the 5 Ws (who, what, when, where, and why), then your page needs
some more work.
Writing an About Us page for
your company should be simple. Don’t make it more complex than it needs to be. Remember
to use plain language when describing your company. Stick to facts, figures,
and real accomplishments. Besides, objective information is much easier to
write and much more believable. Potential customers want and deserve the
opportunity to decide if your company is the best choice for them. A
well-written and carefully managed About Us page can influence customers to
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