An About Us web page is an integral piece of content material to have in your web site.
Each single profitable enterprise has one, irrespective of their business or what they promote.
In spite of everything, each model has a narrative – and your About Us web page helps you inform yours.
That’s vital as a result of, as of late, story and connection matter greater than ever to prospects.
In a Demand Gen survey, 55% of B2B patrons stated content material that tells a sturdy, resonating story is what would make them most probably to speak to gross sales.
As a result of your About Us web page is among the first locations prospects will look to search out out about what you are promoting and story, it’s a foundational web page that deserves time and a spotlight to get proper.
Let’s discuss it, together with how one can write an About Us web page.
What’s an About Us web page?
An About Us web page isn’t simply the place you share the story of your model. It’s additionally the place you inform your buyer what you do for them and the way you’re employed to fulfill their wants in that space.
It isn’t a lot “Right here’s what we’re about,” however extra like “Right here’s who we’re, why we began, and what we are able to do for you.”
This web page can go by many different names, by the best way:
- “Our Mission”
- “Our Story”
- “About [brand name]”
- Or just “About”
An About Us web page can embrace a wide selection of data, however the most typical sections to incorporate are:
- Who you serve and what you do for them.
- Your model story/historical past, together with how you bought began.
- Your mission and imaginative and prescient for the corporate.
- Your model values, what you consider in, and the way you uphold these values in your day-to-day operations.
- Mini bios of the individuals in your crew.
- An evidence of your course of, how your companies work, or how your merchandise are made.
You’ll be able to embrace all of those sections, a few of them, or only one or two.
It relies upon totally on what you are promoting kind, together with your business, what you promote, and the way distinctive your merchandise/companies are.
On high of that, bear in mind your model voice in addition to what your prospects would have an interest to know.
As you’ll quickly see, some companies dedicate one or two brief paragraphs to their About web page – and that’s it. Others inform an extended story of how they have been based, and but extra have a number of pages inside their About web page wheelhouse.
For instance, in case your model is based on strict environmental or moral rules, you’ll in all probability spend extra time explaining the way you uphold these requirements versus a model that sells a easy, easy product.
How does an About Us web page assist what you are promoting and website positioning?
We already talked about that your About Us web page is foundational to your web site. That’s as a result of prospects anticipate it and search for it every time they go to a new-to-them model on-line.
Individuals usually rank the About Us web page because the second-most vital ingredient in your web site (solely contact info is rated greater in significance).
For comparability, it charges greater than product pictures and movies, stay chat, social media icons/hyperlinks, and even a weblog.
That’s motive sufficient to create an excellent About Us web page. Nonetheless, there are much more advantages to creating one which may not have crossed your thoughts.
Model transparency
Transparency issues to prospects. They wish to understand how you use, what goes on behind the scenes, and that you simply’re true to your phrase.
86% of U.S. shoppers consider transparency in enterprise issues now greater than ever. To that finish, your About Us web page units a normal to your transparency as an organization general.
Sharing values
Prospects additionally wish to know that the manufacturers they help share their values.
84% of shoppers worldwide stated they’re extra doubtless to purchase from a model with values that match their very own. Your About Us web page is the right place to put out these values and what you stand for.
Connecting with prospects
Writing an About web page additionally helps you join with prospects, typically throughout considered one of their first interactions together with your model.
Studying your story, mission, values, and objective will assist them relate to your organization.
Boosting your web site’s E-A-T
By way of website positioning, creating an About web page isn’t essentially about rating the web page in search.
As a substitute, it provides a layer of experience, authoritativeness, and trustworthiness (E-A-T) to your web site by explaining your background, your information, and why you’re uniquely certified to promote what you promote, supply the companies you do, or talk about the matters you publish content material about.
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The way to write an About Us web page
Struggling to put in writing an About Us web page? To not fear.
Listed here are the essential steps to put in writing an efficient one, together with the main points you should not pass over.
Share the final word aim or ‘large why’ behind your model (your mission)
Why does what you are promoting exist? Why does it matter? What is the final downside in your business you are attempting to resolve?
Finally, that is your mission, and it is best to share it in your About Us web page. And, in case you’re like many companies that have not clearly outlined theirs, now could be the time.
Why is stating your mission vital?
As a result of a majority of contemporary shoppers – particularly Gen Z – wish to know that their purchases align with who they’re and that the companies to which they offer their {dollars} care concerning the issues they care about. (Market analysis from Alter Brokers discovered that 68% of Gen Z and Millennial patrons consider their purchases are indicative of their personalities and considerations.)
Explaining your mission offers your target market another excuse to align themselves with you. Give them your “large why.”
Clarify the way you assist your prospects with what you promote
Now it is time to dive into the deeper specifics of what you are promoting in your About Us web page. Lay out:
- What you promote: Inform prospects what you promote. In case your merchandise/companies are distinctive, clarify how they work.
- The issues you clear up for patrons – each tangible and intangible – with what you promote. Examples:
- Tangible: “We assist well being meals manufacturers create and execute good advertising and marketing methods.”
- Intangible: “We assist well being meals manufacturers make real connections with their prospects.”
Once more, the important thing right here is to maintain your explanations customer-focused. Do not make the error of turning your About Us web page into one big brag-fest. As a substitute, you have to be positioning what you are promoting when it comes to:
- Why the client ought to care.
- How they will relate to you.
- The way you assist them.
Inform your story
It is an excellent thought to inform your model story in your About web page, together with how/why you bought began.
Had been your beginnings humble? Did all of it begin with a seed of an thought? Did you may have a novel resolution to a giant downside you noticed occurring? Or was what you are promoting a cheerful accident (or a catastrophe you circled)?
Lastly, remember to inform the story of the place you are going. What do you hope to realize? What are your greatest desires for the way forward for your organization?
Introduce your crew
Within the spirit of transparency, it is a good suggestion to share the names and faces behind what you are promoting and the position every individual performs. (By the best way, sharing pictures of actual individuals is a good trust-builder. It helps prospects see that you simply’re not only a disembodied emblem, a faceless go well with, or phrases on a display screen.)
Moreover, together with bios to your crew or web site contributors offers Google clues about authorship and status.
Inform them what to do after studying your About Us web page
Lastly, give your viewers course on what to do subsequent after they end studying your About Us web page.
A number of well-placed calls to motion (CTA) will do the trick. For instance, embrace a CTA button on the backside of the web page that sends them to:
- Try your companies/merchandise.
- Learn your weblog.
- Join your e-newsletter.
- Or do another exercise that retains them engaged together with your web site and content material.
13 About Us web page examples
Now that you know the way to put in writing an About Us web page and which sections to incorporate, let’s take a look at some examples of About pages executed proper.
1. Oatly
Oatly’s About Us web page is a good instance of how your model voice can and will carry over into each piece of your content material and web site.
Their irreverent tone and devil-may-care angle are completely expressed in each part of this web page, which, by the best way, nonetheless manages to supply a ton of nice firm info for any curious client.
2. NerdWallet
NerdWallet, a monetary companies firm, is an efficient instance of a model that expanded its About Us web page right into a multi-page expertise, with info protecting the corporate, management, influence, and extra.
NerdWallet can be an excellent instance of how one can state your mission and imaginative and prescient clearly with a concentrate on the client.
3. Chronicle Books
The writer Chronicle Books has a brilliant easy, text-heavy About web page, but it surely works nicely because of the clear headlines and charming particulars added to their story.
For instance, the corporate is headquartered in an outdated maritime machine store – sharing that info helps you perceive the model is somewhat quirky.
4. Healthline
Healthline gives medical info and recommendation to the plenty, so its About web page wants some gravitas behind it to assist show they are a reliable supply (learn: it wants some severe E-A-T).
Certain sufficient, the web page is stuffed with particulars about how they preserve integrity all through their content material and guarantee it stays present and evidence-based.
5. Semrush
Semrush, the website positioning and content material advertising and marketing software, is all about knowledge, so their About Us web page displays that.
The corporate highlights stats and graphs to indicate how lengthy they have been round and the way many individuals belief their instruments.
6. Liquid Loss of life
In case you’ve by no means heard of Liquid Loss of life, it is water packaged in a can. If that sounds bizarre, nicely… it type of is.
Since they’ve a novel product, you’d assume the corporate would really feel the necessity to clarify itself a bit extra on its About Us web page – however that is not the case.
Generally, your product speaks for itself, and two paragraphs (together with a simply-stated mission) and a “contact us” button are all you want in your About web page.
7. Ogilvy
Ogilvy, a high-profile advert, PR, and consulting company (and the corporate of the famed advert copywriter David Ogilvy), makes use of its About web page to concentrate on the expertise and variety of its crew.
Since it is a high-performing firm that creates adverts and different advertising and marketing for manufacturers like Netflix and Coca-Cola, that is sensible.
8. Everlane
Everlane, an moral clothes model, devotes its About Us web page to sharing behind-the-scenes details about how its garments are made, how they accomplice with factories ethically, and what supplies they use.
Since it is a model that is attempting to distinguish with moral practices, they actually need to indicate that in motion – and so they do.
The corporate additionally makes use of separate however linked pages to additional clarify its environmental initiatives, carbon footprint, and extra.
9. LegalZoom
On their About web page, LegalZoom gives some spectacular knowledge to indicate their influence over 20 years.
Extra importantly, the corporate does not body their wins when it comes to “what we did” however somewhat how they helped individuals: “Defending family members,” “Serving to entrepreneurs,” and “Giving prospects entry.”
10. Delish
Delish is an epicenter of cooks, cooks, bakers, and foodies sharing recipes and ideas, so their About web page additionally facilities on the individuals behind all of it.
The very first thing you are greeted with is a grid of gifs of varied contributors (and there are a whole lot of them):
11. Amy Porterfield
Enterprise coach Amy Porterfield’s About web page is one lengthy story about how she went from a company gig to entrepreneurship, but it surely additionally gives proof of why she’s certified to teach you.
Telling your story like it is a nice strategy to join together with your viewers whereas offering what you are promoting background and proof of your experience.
12. Wild Thought
Wild Thought is a family-owned firm and ranch centered on humanely-raising buffalo and restoring prairie grasslands.
As such, their mission and household are outstanding elements of their About web page, in addition to their distinctive technique of “humane discipline harvest.”
Additionally word the usage of panoramic pictures to indicate off each the prairies and the buffalo herds they handle, in addition to their down-to-earth household/founders. The fitting pictures can play an enormous position in constructing belief whereas drawing your viewers in.
13. Moleskine
In case you’re a journaler, an artist, a author, or a jotter, you’ve got in all probability heard of Moleskine. Their notebooks are extremely regarded, and their suite of About pages (referred to as “The World of Moleskine”) displays that.
Word how they use titles to indicate their historical past and status: “Our Heritage,” “Our Manifesto.”
Bonus: You probably have a whole lot of info to share about your organization that your viewers will care about, take a web page from Moleskine and dedicate a number of web site pages to your varied firm aspects.
Write an About Us web page so as to add E-A-T to your web site
What is the frequent issue tying all of those About Us web page examples collectively?
All of them add obligatory proof of experience, authoritativeness, and trustworthiness (E-A-T) to their respective model web sites.
The place it issues, they add creator and creator info, too. (For instance, manufacturers who depend on a number of authors throughout their web site have devoted bios for every of them.)
They reply the questions, “Why does what you are promoting exist, and who does it exist to serve?”
And that is precisely what your About web page ought to do.
Certain, write one as a result of it is commonplace follow, but additionally be sure you write an efficient About Us web page that can assist construct belief together with your prospects and reveal why your model is an authority on what you promote.
Do not let your About Us web page change into an afterthought – it is a foundational web site web page, and ought to be created and written strategically.
Opinions expressed on this article are these of the visitor creator and never essentially Search Engine Land. Employees authors are listed right here.
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In regards to the creator
Julia McCoy is the founding father of Content material Hacker, 7x creator, and a number one strategist round creating distinctive content material and model presence that lasts on-line. At 19 years outdated, she used her final $75 to construct a 7-figure writing company which she bought ten years later. Within the 2020s, she’s dedicated to educating founders and entrepreneurs the technique, abilities, and techniques they should construct a enterprise by way of inbound content material, to allow them to create extra lasting influence on the earth.
