The Hidden Power of About Us Pages

About Us pages fully engage with your website’s message. We all know the importance of nailing the visuals and messaging on your homepage, but your About Us page is just as crucial. In fact, it’s often one of the most visited pages on a website—consistently ranking among the top five in site analytics.

Yet, About Us pages are often underused, simply serving as a business overview and team profile page. But they can be so much more. They’re an opportunity to connect with site visitors, potential clients, and customers on a personal level. Instead of thinking of this as an “About Us” page, think of it as an “About Them” page, focused on addressing your audience’s needs.

Why Focus on Your About Us Page?

The Edelman Trust Barometer shows that 58% of consumers buy from brands that align with their values, and 60% of job seekers select workplaces based on company beliefs. Your About Us page is a chance to communicate these values, making it a pivotal stop on the customer journey.

When visitors click on this page, they’re looking for answers to key questions:

• Who are the people behind this business?
• What do they stand for?
• Can I trust them?

The way you answer these questions can make or break the connection.

Making It Customer-Centric

The first step to transforming your About Us page is to shift the focus from your business to your audience. This change in mindset ensures the page is not just about your history but about how you serve and understand your customers.

Here’s how to make it happen:

1. Understand Your Audience: Start by asking, “Who is my audience?” and “What do they want to know about us?” Whether it’s potential clients, partners, or even job seekers, tailor the content to their needs. Address their challenges and explain how your products or services solve those problems.
2. Share Success Stories: Go beyond listing services and achievements. Include client testimonials or case studies that show your real-world impact. For example, describe how you’ve helped customers overcome specific challenges. This makes your page more relatable and demonstrates your value.
3. Show Your Values in Action: Don’t just list your values; explain how you live by them. For instance, if sustainability is a core value, share a story of how you’ve implemented eco-friendly practices in your business operations.

Setting Clear Expectations

Your About Us page should set the tone for what visitors can expect from your business:

1. Highlight What Makes You Different: Think about what sets you apart from competitors. Is it your personalised service, cutting-edge technology, or expert team? Make this clear on your About Us page.
2. Reinforce Benefits: Your page should not only outline who you are but also reinforce the benefits of working with you. For example, if you offer exceptional customer support, mention this prominently and back it up with a customer quote or statistic.

Tell a Compelling Story

Storytelling is a powerful way to create a memorable About Us page. A good story not only informs but also engages, making your brand more relatable. Let’s break down how to structure your story effectively:

The Three Parts of Your Story:

1. The Beginning: Share the origin of your business. Was it inspired by a personal passion, a gap in the market, or a major industry problem? Give your readers a glimpse of the “why” behind your brand’s creation.Example: “Our journey began in a small garage, driven by a passion to make digital marketing accessible to local businesses.”
2. The Middle: Describe the growth journey. What obstacles did you face, and how did you overcome them? Be honest—showing the struggles and victories makes your brand more authentic.Example: “In the early days, we struggled to compete with bigger players. But by focusing on customer service and innovative solutions, we steadily built our reputation.”
3. The End: Bring the story to the present day. Where is your business now? What are your current goals, and what do you aspire to achieve? Include recent successes or notable milestones to demonstrate your progress.Example: “Today, we’ve helped over 500 businesses boost their online presence, and we’re still driven by the same passion that started it all.”

Add Visual Elements That Connect

Visuals play a big role in making your About Us page engaging. They help break up the text and provide a more personal feel. Here’s how to use them effectively:

1. Use Real Images: Include photos of your team members, your office, or even “behind-the-scenes” moments. Avoid stock images—genuine photos resonate more with visitors.
2. Include a Short Video: A 2-3 minute video that introduces your team or tells your brand story can be a great addition. Videos make your brand more relatable and hold attention longer.
3. Highlight Achievements Visually: Display awards, certifications, and trust badges prominently. These build credibility and reinforce your authority.

Consider Technical SEO

Even though About Us pages aren’t typically focused on keywords, they can still benefit from some basic SEO techniques:

1. Structured Data (Schema): Adding structured data (schema) to your About Us page can help search engines understand the content better. Use schema to highlight elements like your founder, team, or core offerings.
2. Meta Descriptions: While the About Us page might not target specific keywords, having a clear and engaging meta description can improve click-through rates from search results.
3. Internal Links: Link to other important pages on your site, like your services or contact page. This not only aids navigation but also improves the internal link structure, which helps SEO.

Add a Strong Call to Action (CTA)

An About Us page isn’t just informational—it’s part of the conversion funnel. Don’t miss the opportunity to guide visitors to the next step.

Here are some CTA ideas:

• Invite users to contact you: “Want to know more about us? Get in touch with our team today!”
• Encourage newsletter sign-ups: “Stay updated with our latest insights—sign up for our newsletter!”
• Drive consultations or demos: “See how we can help your business grow. Book a free consultation now!”

Practical Tips for Your About Us Page

Now that we’ve covered the core elements, here are some practical tips to improve your About Us page:

1. Keep it Simple: Avoid jargon or overly technical language. Make sure your content is clear and easy to read.
2. Organise with Headings: Use headings to break up the text and guide readers through your content. This helps readers quickly find the information they want.
3. Use Short Paragraphs: Keep paragraphs short—ideally no more than 3-4 sentences. This makes the content more scannable and keeps readers engaged.
4. Add a Contact Option: Make it easy for users to reach out by adding a contact form or link to your contact page.

Final Thoughts

Your About Us page is more than just another page on your website—it’s a crucial part of the customer journey. By making it customer-focused, incorporating storytelling, and following these best practices, you can turn it into a powerful tool for engagement and conversion.

If you’d like help creating an About Us page that truly reflects your brand, Scorched Media can help! Get in touch today to learn more.