Writing an About Us page for your business might be on the bottom of your to-do list when starting. However, an About Us page is essential for any company to have — it allows you to discuss what sets you apart from your competitors.
Picture the About Us page as the area you would send potential customers wanting to have a glimpse into what your company is about; a trailer for a movie, if you would.
What can an About Us page do for your business?
It shows the consumer your passion for your company, as well as your mission statement and core values. It’s also a unique way to show the “behind the scenes” of your business. Not only that, but you can also create an emotional connection with your users through your story.
With all these benefits an About Us page can provide for your business, here are some tips on how you can write a compelling one that will attract users:
Answer the Five W’s and 1 H:
When writing your About Us page, it’s important to answer the five W’s (who, what, when, where, and why) and the one H (how). It’s like giving your users a little “show and tell” of what your company does. Following this guide ensures you cover all your bases while giving your users the information they need.
Who
Who are you? As a brand, what do you stand for? What do you do? This is the first question you should answer as it lets the consumer know just what your business does. It’s also a great intro for your About Us section. While writing this part, ensure you’re really bringing the reader in and have interesting information right off the bat to keep them reading.
What
What is your company? What are you selling or offering to the consumer? This is your chance to truly pitch your product to the customer. Especially if your product or service is a little more complicated, this is the place to easily explain what you do as a company. This is critical because if the user doesn’t understand what you’re selling, your bounce rate is going to skyrocket.
When
When should the consumer visit you? Don’t forget to be adding in your business hours here too, so the consumer can know when to come and purchase your product.
Another question to add is, “When did you open up for business?” This is a simple answer that gives the user a sense of how new or old your company is. It also ties in nicely with the “Why” part.
Why
Why did you start this company? What was the last straw in life that made finally quit and say, “I want to be my own boss!” Putting when you started and why right after will create a nice flow on your page. Explaining this story to your customers can truly showcase your passion to your consumers and what the drive is behind your business.
Where
Where are you located? This information is not only crucial for potential customers - but it’s also important for potential future employees. Instead of just writing out the address, consider adding in a map image at the bottom to draw more attention to your location.
Some other questions to considering answering would be “Where was the company founded?” and “Where are you, the owner, from?” These questions can be answered as well, and can really build up the history of your brand.
How
How do you make your product? How did you start the company? The answers are the ones that truly give your customers the “behind the scenes” of your business. However, you can also add in “How can I reach you?” This is a great time to add in your contact information or forms that users can fill out their information in for you to reach them.
Decide on First or Third Person
This can be a tricky thing to decide on. You have to consider whether you want your About Us page to be coming straight from you, the owner, or sound more formal by speaking in the third person. Deciding on what point of view to speak in comes down to what tone of voice you want your brand to have. If you’re a small brand and want to be more personable, the first person might work well for you. However, if you’re a larger corporation running a more formal business, like renting convention halls for weddings, the third person might be best.
