How To Write An ‘About Us’ Page That Draws The Reader In

For many websites, the ‘about us’ page is an afterthought, something they only bother with because they feel obligated to. However, when it is done right, the ‘about us’ page can be a very useful tool. If you can draw the reader in, you might just convert them into a paying customer.

Tell The Story Of Your Business

Every business has its own unique story and history. By intertwining this with your business’s unique selling point, or your unique value proposition, if you prefer, is a very effective technique for drawing the reader in and engaging them with your ‘about us’ page. If you put this page together in the right way, then you will be able to convert readers into customers. An interesting story makes it more likely that they will come back in the future, even if they don’t buy anything now.

Put Your Experience Front And Center

A good story is a great way of getting the reader’s attention and dragging them past the first few lines of text. However, you still need to be providing them with something of value if they are going to keep reading and potentially spend money with you. The ‘about us’ page shouldn’t just be a history of your business; it should also explain why people should choose you over your competitors in neutral terms.

Your page shouldn’t read like a sales pitch. Instead, you should convince the reader of the value your business can provide by citing your prior experience. 

Detail What Services You Offer

Once you have provided the reader with the background on your business, you should then list the services and products that you provide. You don’t have to go into much detail. If the range of products and services you provide is too big to include them all, base your list on your most prominent categories and your SEO targets.

If you write your page in the right way, you can make it easy for a potential customer to see if you offer what they need without them having to read a huge block of text or browse a long list of product categories. A great example of this is the website for My Pool Builders. In just a few paragraphs, their ‘about us’ page provides all the information that a reader needs to know, whether My Pool Builders will offer the service they want or not. Learn more about My Pool Builders by clicking the link and reading their ‘about us’ page.

Make Sure To Communicate Your USP

Your business’s history isn’t its only unique feature. Whether it’s the staff that keeps your business running or your business’s commitment to minimising your carbon footprint, every business has its own DNA, and you should try to infuse this into the copy that you write. You might even want to include staff photos or a shot of your office.

If you construct it in the right way, your ‘about us’ page can amount to much more than just checking a box. You can use it to target keywords for SEO and provide useful information to efficiently to a reader. A strong ‘about us’ page is a great way of increasing conversions and setting your business apart from the competition.

Dorian Koci

Dr. Dorian Koçi is a historian, Director of National Historical Museum of Albania and lecturer in Tirana State University, Faculty of History and Philology and New York University of Tirana.