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How to Write an About Us Page That Turns Visitors into Customers

It does not matter what niche or industry you’re in, after your homepage, your about page is the most important supporting asset that you can possibly include on your main website. So learning how to write an about us page is a must.

In a recent study conducted by KoMarketing, 52% of respondents said the first thing they want to see when they land on a website is a company’s ‘About Us’ page.

Why is Your About Us Page So Important?

Today, audiences are looking for more than just products and services. They are looking for products and services from brands that they connect with and share their personal values with.

Your about us page is a valuable opportunity for your prospects to connect with who you are, what you do and why you do it.

What’s the first thing do you do when you meet someone new? Look for similarities. You discuss your backgrounds, favourite shows on Netflix, places you like to go and much more

Ever wonder why we do that?

Simple, we search for a connection, something that links us to the person in front of us, we want to find out if this person is one of “our kind”, are they trustworthy? Do you share the same values and experiences? Are we like each other? Are they credible?

Do we share any common experiences? Is she credible? Do I like her? Are we similar? In a world with 7.5 billion people, we’re constantly searching for meaningful connections, trying to eliminate the loneliness and find people we can relate to.

Once we find that “click”, that thing that tells us “this person is like me”, what do we do? Instantly form a deeper connection with them, invest more in the relationship and do our best to maintain it.

Your ‘About Us’ page is where you make that first personal connection with your prospect. It’s where they find out if you ‘get them’, if you’re like them and if you’re trustworthy. The more likeable, personal and believable you are, the more likely it is that prospects will feel comfortable to buy from you and become lifetime customers.

In this book ‘Likeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action’ Rohit Bhargava explains that people decide who to trust, who to buy from and who to listen to based on a simple metric of believability. Your company’s success is directly impacted by how trusted and liked you are.

They seek answers to questions like these:

- Do they get me?

- Do they understand the problems I'm having

- Are they the solution to my problems?

- Is this a big company or small?

- Is it a public company, private or family-owned business?

- How long have you been in business?

- Who’s at the helm?

- Where are you based?

- What makes your company special?

- What are its core values?

- Why should I buy from you and not from your competitor?

Tell Your Company’s Story and Convert Visitors into Customers!

In this article I am going to show you what your about page should be about and how to write the about us pages that will get you more sales and more clients.

- How to write an about us page for personal brands - quick link

- How to write an about us page for organisations - quick link

So let’s jump straight in!

Your ‘About Us’ page isn’t about you at all, it’s about the customer

Rather than jumping into a ‘here’s why we’re so amazing’ list on your page, take a step back and answer this question: what pain do you solve for your customer?

Most businesses use the ‘About Us’ page to glorify themselves, talk about their mission and how amazing they are, while what customers are really looking for is to see how well you understand them and their pain. Funnily enough, if you make the page about you, you’re actually pushing them away!

Here's how to write an about us page for personal brands and businesses that will turn more of your visitors into leads and customers.

> How to Write an About Us Page for Personal Brands

Personal brands have a bit of an advantage, because they can share their own personal story to establish connection and emotion with the reader. When prospects can see themselves in your story, identify themselves with your vision and visualise their own potential for success they begin to form an unknown alliance with your brand.

Every about us page for a personal brand should include these 6 things:

1. Killer Headline

Your main goal here is to inspire the reader and give them an idea of what your brand (not your product) is all about. You want them to have an immediate sense of belonging and inspiring them to keep reading.

2. Introduction

Here you want to share your mission and give the reader a clear explanation of your purpose. Explain what makes you different, unique and special. What sets you apart from your competition, why should your reader choose you over your competitors.

3. Your Story

A story is what turns a boring sales pitch into a believable and personal ‘About Us’ page. It allows readers to resonate with you, understand your motives and what made you take on the mission to solve their pain. A story makes you believable, trustworthy and it humanises your business.

4. Your Method

What methods to you use to carry out your services. If the method or approach you use to carry out your services needs some extra explanation this is where you can expand on this. For example if you use a unique method of healing or therapy here is where you can explain about about it.

5. Your Authority

Don't just say it, show it! This is where you want to include additional credibility factors like places you have been featured, brands you have worked with etc.

6. A Call to Action

You should always let your readers no what the next step is, how they can work with you or what they can do to get started. So if you offer a range of products and service you can showcase your best one here, or offer then a free resource or to book a call with you. A simple here's how I can help section works perfectly here.

> How to Write An About Us Page for Businesses

You need to use your about us page to humanise your brand. You need to inspire the reader with your collective mission and showcase the people, practices and values that are behind the organisation.

You should include these 6 things:

1. Killer Headline

This is where you can establish your brands vision or USP. You need to grab the readers attention and inspire them to want to keep reading.

2. The Mission

Here you want to define your brand mission and give the reader a high level explanation of how your products and services contribute to your mission.

3. Your Brand Story

This could be a detailed timeline or journey of how the organisation was founded, how it has evolved, what it has accomplished along the way and of course the bigger picture of what it is working towards.

4. The Method

This is where you can introduce or expand on some of the more unique attributes of your organisation. Things like company values, working culture or a behind the scenes look at your company.

5. Team

Showcase the team. Being able to put names and faces to the brand will make the buying experience more personal.

6. The Call to Action

You should always let your readers no what the next step is. So if you offer a range of products and service you can showcase your best one here, or a trial offer or to book a call with you or to simply start shopping.

Do you have an About Us page?

An about us page isn’t just about you or your company. It’s about why a customer should emotionally invest in your brand. It’s about why you’re the best person to solve your customer’s problem.

It doesn’t have to be hard work. But it should do a great job at giving the customers an insight into the inner workings of your company highlighting the whats, hows, and whys of your brand. So be honest and pick the words wisely. Most importantly, don’t forget to be human.

Let your creativity flow and don’t be afraid to let a little emotion come out. The more real you are, the easier it’s to connect with you and your brand. And that’s what will help your brand name stick in the head of your customers.

Have a cool ‘About Us’ page you like? Share it with us! We’d love to see and feature it on our blog.


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