Crafting an "About Us" Page: 10 Tips to Convert Visitors Into Customers

Who’s checking out your "About Us" page? Most likely, they’re potential customers thinking about buying your products or services. They want to know if they can trust you and if your company is one they’d like to do business with. Here’s what they’re curious about:

- Is your company big or small?

- Are you a public company, private, or family-owned?

- How long have you been in business?

- Who’s leading the company?

- Where are you located?

- What makes your company unique?

- What are your core values and beliefs?

- Why should they choose you over your competitors?

1. Introducing Yourself

Your "About Us" page is your chance to tell your story. Share what makes your company special. It’s a tall order, but approach it with enthusiasm! This is your moment to highlight why your company is fantastic, but remember to do it tactfully.

2. Highlight Your Unique Solutions

Describe the problems you solve and how you make life easier for your customers. Showcase your capabilities and explain why you’re uniquely qualified to offer your product or service. Share your company’s milestones and the experience you and your team bring to the table.

3. Inspire Trust

In the past, business deals often started with face-to-face meetings. Now, your "About Us" page serves as a virtual introduction. It’s one of the most important and frequently visited pages on your site, so make it count!

Build Trust with Location

Mention where you’re located, even if your address is on the Contact page. Sharing your city and state helps visitors relate to you, especially if you’re a local business. Each bit of information you provide builds more trust.

4. Know Your Audience

Think about who’s reading your "About Us" page. Visualize your potential customers and consider their wants, needs, objections, and interests.

- Are you talking to a new mom with a baby?

- Is your visitor an IT professional or someone with limited tech knowledge?

- Is it a senior citizen or a school-age child?

Targeting each demographic requires a different approach.

Tailor Your Content

Just as a TV show or magazine targets its audience, your "About Us" page should speak directly to your visitors. Use language that relates to them and addresses their needs, tapping into their emotions and motivating them to take action.

By following these tips, you’ll create an "About Us" page that not only tells your story but also connects with visitors and turns them into loyal customers.

5. Value Proposition Above the Fold

Did you know visitors to your About Us page spend 80% of their time looking at information located above the fold aka before they scroll? Recent heat map studies show that content positioned in the upper half of a web page gets the most attention since it’s visible without scrolling down. Makes sense, right?

Showcase Your Value Proposition

Given this, make sure your value proposition—the innovation, service, or feature that sets your business apart—is placed above the fold. This way, it can't be missed!

Lead with Your Best Information

Think about what’s most important to your prospective customers and make those facts the most prominent. Whether it's your professional credentials, unique qualities, or a standout service, highlight them early on your About Us page. Use subheads, call-outs, or bold type to make them stand out.

6. Share Your Unique Qualities

Don’t be shy about what makes your company special! If good communication and customer relations set you apart, start with those. You can even include a brief anecdote that showcases your corporate philosophy.

Describe Your Values

Your About Us page should be more than just a corporate resume. It’s a space to describe who you are and what you stand for. Share your values and principles, and explain why the product or service you offer matters to you.

Skip the generic stuff. Be genuine. Write in a way that aligns with your brand’s goals. By getting personal, you’re showing transparency and vulnerability, qualities that can attract even the most skeptical visitors.

If your business supports a charitable cause, this is a great place to mention it.

Mentioning your company’s mission and charitable efforts helps visitors understand who you are and encourages them to do business with you. Emotions impact decision-making, and your About Us page is a powerful way to share your brand’s values, win over potential customers, and make your company relatable.

7. Include Social Proof

Social proof, like awards and press mentions, can be a powerful motivator for your site visitors. Your About Us page can feature sections such as “Awards” and “Press.” Mention relevant and significant achievements.

Have interesting stats that reflect well on your business? Include those too. If you’ve received publicity in magazines, newspapers, or online publications, use quotes from those. Been interviewed on a blog or ezine? Include a screenshot and link to the write-up.

If you have endorsements from celebrities, industry experts, or customers, find a way to include them on your About Us page. These third-party endorsements can significantly increase trust. In fact, 72% of people say positive reviews make them trust a business more.

Include symbols of any professional organizations you belong to, such as the local Chamber of Commerce or oversight associations like the Better Business Bureau, Consumer Reports, or Angi. These lend credibility to your business.

8. Be Interesting

Nobody wants to read an About Us page that’s just a resume. Find a hook to capture your visitor’s attention. For instance, if your company has an interesting name, tell its story and what it means to you today. Or tell your story of your humble beginnings. You could even talk about how your favorite hobby inspired your company. Everyone loves a good story so tell yours.

9. Incorporate Visuals

Photos

Photos catch the eye of your future clients. Photos can add color and make a bigger impression than text alone. Use real photos, not stock images. Show pictures of you and your team in your work environment.

Video

Video can be a quality addition to your About Us page. It doesn’t have to be long or professionally shot; it just needs to be effective in delivering your brand message.

Use Subheads, Bullets, and Graphics

Break up your text with descriptive subheads to organize the copy and make it scannable. Bullets are a great way to convey information without overwhelming the reader. Use graphics like charts, logos, or infographics to add visual interest.

Promote Your Social Media Outlets

Include links to your social media pages to give visitors a chance to see more dimensions of your personality and business. This can also help you gain followers and turn casual supporters into raving fans.

10. Include a Call to Action

Consider including a call to action on your About Us page. Direct your visitors on what to do next, such as signing up for your newsletter, browsing your portfolio, or scheduling a consultation.

To Know You Is to Like You

Your About Us page is an opportunity to start building a relationship with prospective customers. Show your personality, be interesting, and share useful, genuine information. This can help visitors feel connected to you, trust you, and want to do business with you.

Need help creating your About Us page? I’d love to help you!