The ‘About Us’ page of your small business website is a critical component that often gets overlooked or treated as an afterthought. However, this page can be a powerful tool for making a connection with your visitors, conveying your brand’s personality, and showcasing the story behind your business. It’s more than just a formality—it’s an opportunity to build trust, engage your audience, and ultimately convert them into loyal customers.
Let’s dive into why the ‘About Us’ page is so important and how to create one that truly stands out.
When visitors land on your website, they are likely looking for information about your products or services. However, a large number of visitors will also want to learn about the people behind the business. The ‘About Us’ page is your chance to share your values, mission, and what sets you apart from the competition.
In today’s world, consumers are more interested than ever in supporting businesses with a human face, especially small and local businesses. They want to know who they are buying from, what your company stands for, and why you are passionate about what you do. A well-crafted ‘About Us’ page helps establish trust and builds a connection that could lead to long-term customer relationships.
Storytelling is at the heart of any good ‘About Us’ page. Rather than presenting a dry list of facts about your company, use storytelling to draw readers in and make them care about your journey.
At its core, the ‘About Us’ page should provide visitors with the following key pieces of information:
Your USP is what sets your business apart from others in your industry. Maybe you handcraft your products, focus on sustainability, or offer a personalised service that larger companies can’t. Whatever it is, your ‘About Us’ page is a great place to highlight this.
Use clear and engaging language to explain why customers should choose you over your competitors. Remember, your USP doesn’t have to be grandiose—it just needs to be authentic and meaningful to your target audience.
To make sure your ‘About Us’ page serves its purpose, there are several key elements you should consider including:
Start by sharing your origin story. How did your business come into existence? Maybe you started in your garage, driven by a passion for a particular craft, or perhaps you saw a gap in the market and decided to fill it. Your story doesn’t have to be extraordinary, but it should be genuine. People connect with stories, especially those that feel authentic.
When telling your story, try to answer the following questions:
What does your business stand for? Your mission statement and values are essential in communicating the principles that guide your company. Do you prioritise sustainability? Are you committed to exceptional customer service? Highlighting your values helps potential customers understand what they can expect when working with you or purchasing your products.
When writing about your mission and values, be specific. Rather than simply stating that you “care about the environment,” explain what actions your business takes to reduce its environmental footprint.
Even if your business is a one-person operation, adding a human element to your ‘About Us’ page makes it more relatable. If you have a team, introduce them. Include photos and brief bios that highlight each team member’s role, experience, and personality.
Customers often like to see the people behind the brand, as it makes the business feel more personal and trustworthy. If possible, try to show some personality in the team descriptions—let the individuality of your team members shine through.
Including testimonials from satisfied customers can help reinforce the credibility of your business. Social proof is a powerful tool in marketing, as it reassures potential customers that others have had positive experiences with your brand.
You can also include other forms of social proof, such as:
A great ‘About Us’ page not only tells a compelling story but also encourages visitors to take the next step. This could be signing up for your newsletter, following you on social media, or browsing your products and services.
Make sure to include a clear and prominent CTA on your ‘About Us’ page. It could be as simple as “Get in touch with us today” or “Explore our latest collection.”
Now that you have a sense of the key elements to include, let’s look at some tips for writing an ‘About Us’ page that is engaging and effective.
Your ‘About Us’ page should be approachable and easy to read. Avoid corporate jargon or overly formal language—after all, this page is about building a connection with your audience. Instead, write in a conversational tone that reflects the personality of your brand. Imagine you’re having a chat with a potential customer and explaining what your business is all about.
While your ‘About Us’ page should tell your story, it’s important not to overwhelm visitors with too much information. Keep it focused and concise, sticking to the most important points. If your story is particularly long or complex, consider breaking it up with subheadings or bullet points to make it easier to digest.
Don’t be afraid to incorporate visuals into your ‘About Us’ page. Photos, videos, and graphics can all help to break up the text and make your page more engaging. For example, include a behind-the-scenes video of your business in action or photos of your team at work.
If you’re sharing your brand’s history, consider creating a timeline that highlights key milestones. Visual storytelling is a powerful way to make your page more interactive and engaging.
Your ‘About Us’ page is an opportunity to show the personality of your brand. If your business is fun and playful, let that shine through in your writing. If you’re a more serious and professional brand, reflect that in your tone. The key is to make sure your page feels authentic to who you are as a business.
Let’s look at a few examples of businesses that have crafted engaging and effective ‘About Us’ pages:
Innocent Drinks is a brand known for its quirky and playful tone, and their ‘About Us’ page reflects that. They use conversational language, humour, and fun visuals to tell the story of how the company started, while also showcasing their commitment to sustainability and ethical business practices.
Outdoor clothing brand Patagonia uses their ‘About Us’ page to communicate their mission and values clearly. They focus heavily on their commitment to environmental sustainability, explaining the steps they take to minimise their impact on the planet. Their page is visually appealing, with strong imagery and videos that reinforce their message.
Warby Parker’s ‘About Us’ page strikes a balance between storytelling and showcasing their values. They tell the story of how they started as a small company disrupting the eyewear industry, while also highlighting their commitment to social responsibility through their “Buy a Pair, Give a Pair” programme.
While creating your ‘About Us’ page, be mindful of a few common pitfalls:
Your ‘About Us’ page is much more than just a section on your website—it’s an opportunity to build a connection with your audience and share the heart of your business. By telling your story, showcasing your values, and using an engaging, conversational tone, you can create a page that resonates with visitors and encourages them to take the next step with your business.
Take the time to craft a compelling ‘About Us’ page, and you’ll see the benefits in terms of customer trust, loyalty, and conversions.
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