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: