When starting your bog, the About Us page is one of the first supporting pages you’ll likely create, regardless of the industry you’re in.
They may go by different labels —“About”, “Story”, “Mission”—but these types of pages generally serve the same key purpose: to be the go-to page for a brand to say, “This is who we are.”
When a visitor wants to learn more about you or your business, it’s the ‘About’ page they’ll look for.
Unfortunately, About Us pages are too often treated as an obligation rather than the valuable opportunity they are to connect with your customers by selling your story, your vision, your mission, and what makes you, YOU.
What An About Us Page Is Really For
About pages are one of the important pages you must have on your blog.
The problem with many pages is they’re an afterthought—a link buried in the footer of a website that leads to a few hastily written paragraphs about a company.
What an About Us page should be is a goal-oriented sales page, one that focuses on highlighting the biggest selling points of your blog, story, and brand, making a strong impression on curious customers.
“If anyone wants to quickly understand your brand, the about page should be the single link you send to them.”
Your About page is the ideal place to accommodate a number of objectives:
- Communicate the story of your business and why you started it.
- Describe the customers or the cause that your business serves.
- Explain your business model or how your products are made.
- Incorporate persuasive content (e.g. an explainer video, data visualizations, links to blog posts) that might otherwise clutter your homepage.
In short, your page is a home for your founding story, a place to show off your business wins, and a sales page that answers the most pressing question new customers have about your business.
What’s worth noting about the page is that you can break it down into three sections:
- Who you are
- What you do
- Why you do it
How to Write An About Page: A Template
The best About pages accomplish their goals by telling a story about a brand.
Every story needs a protagonist, and so does every page. In some cases, that might be you or your founding team. In others, you might treat your business as its own character with a distinct story.
Either way, stories are all about representing change—starting in one place and ending up in another—which is something your page should also do as visitors scroll through it.
You can craft a narrative for your About Us page by using the following formula:
- Set the scene: Introduce the characters or setting, and establish the status quo or “the way things were” for you, your target customer, or your industry.
- Introduce the problem: Describe the problem that called you (the main character) to act.
- Rise to the challenge: Explain how you set out to find a solution (i.e. start your business) and the obstacles you faced along the way.
- Arrive at a solution: Share details of how your business is pursuing its purpose and the milestones you’ve hit.
- Envision what’s next: Paint a picture of the future for your company or state its mission and goals.
Here’s what that might look like when you bring it all together:
Elements You Can Include In Your About Page Design
- Your business model
- Press mentions, testimonials, awards
- Concrete numbers
- An introduction to your team
- A video or gallery of photos
Summary of Writing Your About Us Page
- Use facts, not hype.
- Seek to inspire trust.
- Tell visitors what they want to know.
- Specifics are better than bold claims.
- Give a peek behind the curtains.
- Forge a connection.
- Express your values.
- List credentials, certifications, awards.
- Include a photo of you “in action.”
- Be interesting!
Got questions? Use the comment box and you’ll get a quick response.
You can easily go back to other blogging tutorials for more guides.