An About Us web page is an integral piece of content material to have in your web site.
Each single profitable enterprise has one, regardless of their trade or what they promote.
In any case, each model has a narrative – and your About Us web page helps you inform yours.
That’s necessary as a result of, lately, story and connection matter greater than ever to clients.
In a Demand Gen survey, 55% of B2B patrons stated content material that tells a sturdy, resonating story is what would make them almost definitely to speak to gross sales.
As a result of your About Us web page is likely one of the first locations clients will look to seek out out about your enterprise and story, it’s a foundational web page that deserves time and a spotlight to get proper.
Let’s discuss it, together with the right way to 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 will 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 big selection of knowledge, 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 possibly can embrace all of those sections, a few of them, or only one or two.
It relies upon solely on your enterprise kind, together with your trade, what you promote, and the way distinctive your merchandise/companies are.
On high of that, consider your model voice in addition to what your clients would have an interest to know.
As you’ll quickly see, some companies dedicate one or two quick paragraphs to their About web page – and that’s it. Others inform a protracted 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 your enterprise and web optimization?
We already talked about that your About Us web page is foundational to your web site. That’s as a result of clients 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 necessary factor in your website (solely contact data is rated larger in significance).
For comparability, it charges larger than product photos and movies, reside chat, social media icons/hyperlinks, and even a weblog.
That’s purpose sufficient to create an amazing 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 clients. They need to know the way 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 regular in your transparency as an organization total.
Sharing values
Clients additionally need to know that the manufacturers they assist share their values.
84% of shoppers worldwide stated they’re extra seemingly 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 clients
Writing an About web page additionally helps you join with clients, usually throughout certainly one of their first interactions together with your model.
Studying your story, mission, values, and function will assist them relate to your organization.
Boosting your web site’s E-A-T
When it comes to web optimization, creating an About web page isn’t essentially about rating the web page in search.
As an alternative, it provides a layer of experience, authoritativeness, and trustworthiness (E-A-T) to your website by explaining your background, your information, and why you’re uniquely certified to promote what you promote, supply the companies you do, or focus on the subjects you publish content material about.
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The best way to write an About Us web page
Struggling to jot down an About Us web page? To not fear.
Listed here are the fundamental steps to jot down an efficient one, together with the main points you should not omit.
Share the final word objective or ‘huge why’ behind your model (your mission)
Why does your enterprise exist? Why does it matter? What is the final drawback in your trade you are attempting to unravel?
Finally, that is your mission, and it’s best to share it in your About Us web page. And, if you happen to’re like many companies that have not clearly outlined theirs, now’s the time.
Why is stating your mission necessary?
As a result of a majority of recent shoppers – particularly Gen Z – need to know that their purchases align with who they’re and that the companies to which they provide 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 issues.)
Explaining your mission provides your target market one more reason to align themselves with you. Give them your “huge why.”
Clarify the way you assist your clients with what you promote
Now it is time to dive into the deeper specifics of your enterprise in your About Us web page. Lay out:
- What you promote: Inform clients 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 clients.”
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 large brag-fest. As an alternative, you need to be positioning your enterprise by way of:
- Why the client ought to care.
- How they will relate to you.
- The way you assist them.
Inform your story
It is an amazing concept to inform your model story in your About web page, together with how/why you bought began.
Have been your beginnings humble? Did all of it begin with a seed of an concept? Did you may have a novel answer to an enormous drawback you noticed occurring? Or was your enterprise 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 your enterprise and the function every individual performs. (By the best way, sharing photographs of actual individuals is a good trust-builder. It helps clients see that you simply’re not only a disembodied brand, a faceless go well with, or phrases on a display screen.)
Moreover, together with bios in your crew or website contributors provides Google clues about authorship and fame.
Inform them what to do after studying your About Us web page
Lastly, give your viewers route 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 website and content material.
13 About Us web page examples
Now that you know the way to jot down an About Us web page and which sections to incorporate, let’s take a look at some examples of About pages finished proper.
1. Oatly
Oatly’s About Us web page is a good instance of how your model voice can and will carry over into every bit 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 data for any curious shopper.
2. NerdWallet
NerdWallet, a monetary companies firm, is an effective instance of a model that expanded its About Us web page right into a multi-page expertise, with data overlaying the corporate, management, influence, and extra.
NerdWallet can also be an amazing instance of the right way to state your mission and imaginative and prescient clearly with a give attention to the client.
3. Chronicle Books
The writer Chronicle Books has a brilliant easy, text-heavy About web page, nevertheless it 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 data helps you perceive the model is a bit quirky.
4. Healthline
Healthline supplies medical data and recommendation to the lots, so its About web page wants some gravitas behind it to assist show they seem to be a reliable supply (learn: it wants some severe E-A-T).
Positive sufficient, the web page is stuffed with particulars about how they keep integrity all through their content material and guarantee it stays present and evidence-based.
5. Semrush
Semrush, the web optimization and content material advertising and marketing software, is all about information, 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
For those who’ve by no means heard of Liquid Loss of life, it is water packaged in a can. If that sounds bizarre, nicely… it form of is.
Since they’ve a singular 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 give attention to 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 smart.
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 really want to indicate that in motion – and so they do.
The corporate additionally makes use of separate however related pages to additional clarify its environmental initiatives, carbon footprint, and extra.
9. LegalZoom
On their About web page, LegalZoom supplies some spectacular information to indicate their influence over 20 years.
Extra importantly, the corporate does not body their wins by way of “what we did” however reasonably how they helped individuals: “Defending family members,” “Serving to entrepreneurs,” and “Giving clients 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 plenty 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, nevertheless it additionally supplies proof of why she’s certified to teach you.
Telling your story like it is a nice approach to join together with your viewers whereas offering your enterprise 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 distinguished elements of their About web page, in addition to their distinctive technique of “humane subject harvest.”
Additionally notice using panoramic photographs to indicate off each the prairies and the buffalo herds they handle, in addition to their down-to-earth household/founders. The fitting photos can play an enormous function in constructing belief whereas drawing your viewers in.
13. Moleskine
For those who’re a journaler, an artist, a author, or a jotter, you have 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.
Be aware how they use titles to indicate their historical past and fame: “Our Heritage,” “Our Manifesto.”
Bonus: You probably have plenty of data 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 essential proof of experience, authoritativeness, and trustworthiness (E-A-T) to their respective model web sites.
The place it issues, they add creator and creator data, too. (For instance, manufacturers who depend on a number of authors throughout their website have devoted bios for every of them.)
They reply the questions, “Why does your enterprise exist, and who does it exist to serve?”
And that is precisely what your About web page ought to do.
Positive, write one as a result of it is customary apply, but additionally be sure you write an efficient About Us web page that can assist construct belief together with your clients and show why your model is an authority on what you promote.
Do not let your About Us web page grow to be an afterthought – it is a foundational web site web page, and needs to be created and written strategically.
Opinions expressed on this article are these of the visitor creator and never essentially Search Engine Land. Workers 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 offered ten years later. Within the 2020s, she’s dedicated to educating founders and entrepreneurs the technique, abilities, and methods they should construct a enterprise by inbound content material, to allow them to create extra lasting influence on the planet.
