Successful marketers are those who don’t assume that their audience knows who they are—they tell them. After all, brand awareness has 4 levels to it, and the first of those is “zero awareness”.
That means if you’re starting a new website—or even creating one from scratch—you have to go through the process of introducing yourself and helping your visitors understand who you are because not everyone knows you by name.
That’s where the “About Us” page comes in. It serves as a bridge that connects your brand and its values to your audience, and it’s one of the first things people check out when they visit your website.
Many businesses make the mistake of focusing on their offers, product/service descriptions, and SEO copy first. But what’s the point if no one knows who you actually are? In this post, I’ll explain why the “About Us” page should be the first page you should write for your website, not the last.
The Purpose of an “About Us” Page
Contrary to popular belief, your website’s “About Us” page isn’t meant to be a generic overview of your business that you use across all marketing channels. It should be much more personal–talking directly to your visitors and making them feel like they know you, even if it’s just a little bit.
Not too long ago, a good “About Us” page was one that listed a company’s offerings and its long list of accomplishments. But today, this isn’t enough. Visitors want to know you beyond the facts—they want something more. In fact, 89% of shoppers stay loyal to brands that share their values, and 94% of people said they’d be highly likely to recommend a brand they were emotionally engaged with.
In other words, a good “About Us” page tells a story—one which resonates with your audience, reflects the values you stand for, and establishes trust. Your products and services aren’t the only things that are going to turn visitors into customers—it’s a combination of your story and your offer.
Think about it: there are probably dozens of businesses similar to yours out there offering the same services or products. But there’s one thing that makes each one of them unique—their story. That can’t be replicated, and that’s what you need to emphasize on your “About Us” page.
When they land on this page, visitors should get an idea of who you are, what you do, and why you do it. All that needs to be wrapped up in an engaging storyline—one that makes them feel connected and involved.
The Components of an “About Us” Page
Now that you know why the “About Us” page is important, let’s look at how you can make it compelling enough to move your visitors along. Here’s what you should include:
A Brief History of Your Business
The history of your business is the perfect place to start. It’s a great way to share your story and set the tone for the rest of your page. However, remember that this doesn’t have to be too long or detailed; that’s not what matters. Focus on the milestones–such as what led you to create the business, when it was founded, any awards you may have won, collaborations, and so on.
Pro Tip: If your business has multiple founders, include a short bio for each one and put a face to the names.
Your Mission Statement & Values
Your mission statement is what drives you as a business–it’s the reason why you exist. It should be short, to the point, and clearly explain what you do, how you do it, and why.
Your values then outline how you achieve your mission. Think of it as a set of guiding principles–ones that help you make decisions, stay focused, and act ethically. These are a reflection of the culture that makes up your organization, so they should be meaningful and inspiring–things that your employees and customers can easily relate to.
For instance, if you’re a boutique shop that focuses on customer service, your values might be “excellence in customer experience” and “individualized attention.”
A Clear Explanation of What You Do
Have you ever landed on a website and been greeted with the message “we do it all”? This is not only confusing, but it also doesn’t tell the visitor anything about what your business actually offers.
When it comes to your “About Us” page, it’s important to be straightforward and clear about the services or products you offer. Give visitors an idea of what makes your business different—whether that’s a focus on certain customer segments, special features offered by your product, or a unique approach to service delivery.
Pro Tip: Avoid buzzwords or industry jargon here; your goal is to make it easy for the reader to understand what you do and how you can help. Also, focus on benefits rather than features–for example, rather than just saying your product is “powerful” or “innovative,” explain how it can make their lives easier or more enjoyable.
A block of text can be difficult to read, and given that everyone has a short attention span these days, you’re likely to lose readers if your page is too text-heavy. That’s why visuals can be a great way to break up the content and add some interest.
Including photos of your team and office space gives people an insight into the personality of your business, while videos can help bring your story to life. You can also use infographics to illustrate complex concepts or any other visuals that would make the page more engaging. Just avoid stock images or generic visuals; the goal is to give visitors an authentic look at your business.
The goal here is to inject a bit of personality and keep people engaged as they read your content.
The worst thing you can do is leave your visitors hanging after they’ve spent time reading your “About Us” page. Make sure that you include a call-to-action (CTA) at the end–this could be anything from signing up for a newsletter, downloading an ebook, or scheduling a consultation.
The important thing here is to provide your visitors with a clear path to follow. Give them an incentive, and make sure that it’s something relevant and useful–it should be tailored to the individual, so think about what might interest them most.
Before You Go: Remember to Keep Updating Your “About Us” Page
Your “About Us” page is a great way to show off your business and give visitors an insight into who you are. But, it’s important to remember that this should not be a static page–it should always be kept up-to-date with any new developments or changes in the company. What’s more, it’s worth revisiting it every now and then to make sure that it still tells your story in the most accurate and compelling way possible.
For all these reasons, your “About Us” page should be at the top of your list when it comes to website maintenance. Make sure that it reflects who you are as a business and that it’s something that your customers and employees can be proud of. This is a great way to make sure that both potential and existing customers have a positive impression of your company.
Fun fact: “About Us” pages are my favorite to write. If you have an “About Us” page that’s in need of a refresh, I’d love to hear from you! Drop me a line!