About us page generally includes Biographies and pictures of the staff, or just yourself if you are a sole proprietor, any special achievements you received, and the ways you differ from others that provide the same product or service.

The “About Us” is more often overlooked aspect of a company’s website. A lot of time it happens that all the focus is put on your services or products, as these are the pages which most often affect your search engine results. The “About Us” section can effectively communicate your team’s values and how they may align with a potential customer’s goals. The main focus of a website company is to turn a visitor into your potential customer and to achieve this goal About Us page is there to aid you. Your about us page should include details of the following:

1. Company description 
2. Team biographies 
3. Mission statement 
4. Timely content 
5. Additional links

How to make your “about us” page effective?

The primary purpose of the page is to answer questions about your business- hence the self-explanatory title. Visitors are showing interest in your page to gain confidence in your business, that you have the products or services they need, and an effective team standing behind your business. Try to dodge generic messaging and focus on how your business can help create a potential visitor a potential customer. This should be clearly communicated and include at least one call to action (CTA). Of any kind CTA to include, make sure that it fits naturally with the content on the page and the visitor’s journey as they interact with your content. Rather than placing a contact form at the bottom of the “About Us” section, try to lead into the conversion.

Using facts rather than creating hype

When writing your About Us page, you don’t want to say the same things that appear on your Home page, and a long, detailed, historical summary will bore the reader. You also don’t want to sound like you’re boasting. As in most things, the best answer is to find the middle ground.

Considering the type of audience is necessary

As you write your About Us page, imagine who is most likely to be reading it. Visualize your prospective customers. What they want/need, their objections and hot buttons?

Expressing your identity

The “About Us” page helps you reveal your true business’s unique identity. While your other pages comprise info related to your products and services, this page is all about what makes your business special. Avoid business babble and try to eliminate common jargon. You must take control of the about us section with an authentic voice to describe what you do.

Leading the way by the best of our knowledge

Consider what is most important to your prospective customers and make those facts the most prominent. Perhaps it’s your professional credentials such as your education, licenses, awards, and depth of experience. In that case, lead with specifics that speak to your qualifications and will give you instant credibility in their eyes.