Having worked with multiple clients, we have realised that the “About Us” page is one of the most visited pages on a website. It provides credibility to the website by giving details about who you are, what you do and why someone should buy your product or services.
However, ensure to write the content with an intent to inform and minimise the use of jargon. The visitor will then be compelled to come back for more useful information.
Check out the six tips to write an informative about us page:
- KISS – Keep It Simple Stupid
Avoid using flowery language, hyperbole, or corporate jargon. Use simple yet powerful language to provide information describing your business. Simplicity ensures the highest level of user acceptance.
- Four essential tips to write an excellent ‘about us’ page:
- Build trust
- Tell your story, who are you?
- Talk about your purpose, succinctly
- Showcase your uniqueness, vividly
- What products and services do you sell?
Adopt the inverted pyramid style of writing popular among journalists. Lead the reader through the most critical information at the top of the page, and write the less important information later.
- Make it scannable
The summary is a critical part of the About page; supplement your content with impactful visuals.
- Provide the purpose of the organisation supported by a brief narrative about the company’s journey.
- The leadership team that backs the organisation: provide their Photos and bios of your leadership team.
- Provide a visual representation of your offerings.
- Provide a few testimonials from your customers.
- What is the Personality (Archetype) of your company
Readers will understand who you are by the language, tone and style of your content. Identify your company’s archetype by listing words that describe your organisation and its characteristics. Determine the content, tone, and style based on this archetype.
- Use multimedia to enhance your story
Web content is essential, enhancing it with photos, videos and infographics will make it more impactful. Website visitors spend more time on web pages with visuals and videos.
Where ever possible, include photos of the leadership team and products or short video interviews clients or influencers.
6. Update Periodically
As your business evolves, this page needs to be updated. Review your content periodically with relevant updates. Additions and deletions to the leadership team need to reflect on the About us page.
One of the errors is not to have an about us page. I recently came across a suave business owner who thanked me specifically for pointing out the missing about page. People get into business with individuals they trust. Showcasing the leadership and their purpose aligns most people and nudges them to commit.