When online, companies and businesses have different ways of building relationships with the public than in real life. Still, an introduction is an inseparable part of both. It unveils the brand’s essence, allowing consumers to get closer to the core and have a deeper understanding of a company. That’s why your business needs a decent About Us page.
What is an About Us page
Ideally, every website should embody an essential web trio in its functionality – Homepage, About Us page, and Contact page. While the Homepage entices users to explore further, sending various incentives, the About Us page provides them with detailed information about the business, learn before going to the Contact page. Such a triptych approach enables gradual user engagement that forms a base for solid customer-business relationships.
Being an inseparable part of a web trio, the About Us page exposes the brand essence and its pillars. Namely, it presents the business to the audience, telling them what it is all about. The pages may go by different labels – “About Us,” “Our Mission,” “Our Story” – but all these usually feature the same information:
- who you are
- what do you do
- how you do it
- your history
- your purpose and values
- what makes you stand out from the competitors
As a rule, the About Us page is situated in the footer navigation of a website, meaning that users need to scroll down the pages to find it. However, more and more present websites feature the link on the main page so that it is easily accessible.
Who is visiting the About Us page
Telling a story on your About Us page is a great way to connect with the audience and build trust with your potential customers. Why? Because the About us page isn’t just about you as a business, it’s more about starting your relationship with the outer world.
Commonly, people who visit your About page are first-time visitors or those who consider purchasing your customer service. When going through the content of your About page, both visitors groups evaluate the possibility of further rapport, looking for convincing answers to their questions like:
- What is the business history? What is behind the company?
- What are the core values of the business? Do I share the same position?
- What makes the company special? Why should I choose it?
- How will the company fulfill my needs?
- Why should I trust it?
It’s beneficial to have a page that capitalizes on the curiosity of your potential customers. Once finding decent answers, people become more loyal and get involved in your story. Such a keen introduction lets the relationships start. Furthermore, when sharing the same values and views, sympathizing with your hardships and victories, the audience gets emotionally attached to your brand. Thus, visitors are more likely to trust you, confide their problems in you, and become your customers.
Why do you need the About Us page
Every company claims to have core values and features that make it stand out from the competition. But simply displaying your superiority on the About Us page doesn’t make any sense until you have an excellent product, service, and merely a good website. Also, there is a lot of weight to put on other website pages when engaging with the visitors. Still, it does help, and when in balance with other content components, the About Us page can do even more than boost favorable relationships:
- It brings your story front and center
You probably have a lot to tell about your business: its history, purpose, mission, values, and people behind it – quite an extensive list. But how not to confuse visitors in that abundance of facts? A well-structured About Us page is the answer.
When putting all the information in one place, you make it easier to comprehend and perceive. What is more, the page is dedicated to that kind of information, so it naturally puts your story to the storefront, eliminating all possible distractions on the way to the core.
- It solidifies your brand image
Every business has its unique identity – and there’s no better place on your website to expose your brand as the About page. It enables you to delicately uncover your best sides, affirming your brand’s positive image.
- It fetches not only customers but also investors
A solid company profile is the first thing investors would search for. By showcasing all your achievements and strengths gathered on the About page, you double chances to impress stakeholders and produce a good impression.
- It fosters competitive advantage
No one else is running a company like yours for the same reasons that you are. And your About Us page is a great place to prove it. It is the place where you can highlight the difference and distinguish yourself from the competitors.
What makes a great About Us page
To realize all those benefits of the About Us page, you need to know what essentials to include. These are clear structure building blocks and optimized content that will make your page shine and convert visitors when implemented properly. Let’s delve deepe.
- Catchy headline
For users to understand what page they are on at the moment – use a headline. You can employ a standard About Us sample or choose between other variants like Our Story or Who we are. It depends on the tone and mood you want to transmit, but the main idea of each headline is to identify the page people are scrolling through.
- Informative company profile
It is probably the most vital component of each About Us page that needs thorough consideration. In a nutshell, a company profile is a professional summary of your business and an introduction to the company. Its primary purpose is to make people aware of your company, learn its history, prior and current activities, its products and services, and understand its mission.
- Unique selling point
Your business solves definite customer problems, and you need to propose them on your About Us page. Also, don’t forget to say what makes your service different from others and why people should choose you over the competitors. It boosts clarity so that users know what to expect from you and immediately can decide whether you are to fulfill their needs or not.
- Team description
There is always someone behind the business, and it’s a great idea to showcase your team. Add staff profiles, headshots, or social media links so that visitors know they are real people. It’s a chance to get closer to your business and a perfect opportunity for you to build credibility.
- Fascinating visuals
Few users will read enormous texts till the end unless these are diluted with captivating visual content. Visuals are an excellent storytelling medium that helps to improve readability, sustain interest throughout the story, or simply entertain the viewers.
- Success indicators
Social proof is more convincing than a bunch of the company’s strong sides. Thus, show people your success indicators so they can trust you without questioning your professional esteem. Such data entices people to positively percept your business, adding more value to your brand.
#02 Optimized content
Generally, the About Us page is not meant to act as a landing page. For this reason, you would not stow it with specific keywords that go for definite landing pages. However, the About Us page works as a support for the rest of your website.
Search engines have complex algorithms by which page ranking is determined. Adapt the metadata in a way that will allow users to learn more about you.
- Internal links and CTAs
Having a clear plan for each of your web pages is paramount. Don’t expect users to know the next step – help them with it by providing CTAs and internal links. Once they know everything they need to know about you, the services you provide and the overall team, they will gladly push that CTA button.
How to create a decent company profile
Once you know the pillars of a good About Us page, you can delve further and consider the specific nature of probably the most significant and complex one. Being the ultimate component of each About Us page, the company profile needs a thorough look and much attention to detail. Here is a step-by-step guide on how to write an excellent company profile.
Step #1 Identify the purpose
You won’t introduce your business to anyone if you don’t know its purpose by yourself. That’s why before writing your company profile, you should think about the reason for being here for your customers first. If you can’t figure it out, go for a brainstorming session. Try to exclude several keywords from your mind when thinking about your company, and then blend them into a consistent purpose description.
Step #2 Tell your story
This part is as simple as it is: write about how your company came into existence and describe its way till where it is now. Don’t forget to mention the date of establishment and other significant company’s historical milestones you visitors should know about.
Step #3 Say what you do
Clearly state what your business is and what you do so that customers can easily comprehend its essence. Be as transparent as you can, and use simple language so the newcomers can understand.
Step #4 Say how you do it
Besides presenting your products or services, you need to explain how it all functions and mention your working principles. It helps you to grow clarity, and open up the scene behind, which only advances credibility and trust among the audience.
Step #5 Make your mission clear
Now the audience knows who you are and what you do. But what do you exist as a business, what are your objectives? Think out your mission so that it is clear and transparent, which will give your audience a reason to rely on you.
Step #6 List your values
Determine the list of your values so that users can clearly understand your position and analyze it. Avoid going generic, and give yourself some time to define what matters to your business.
Step #7 Add a prominent CTA
Conclude your company profile by saying: “To find more, visit our website” or “Contact us for more information.” It will provide visitors with the next step to do on your website.
Step #8 Professional approach
It is much better to relegate the work to a marketer who knows the intricacies of the process better than anyone and can convey the company’s message clearly and fully.
How to write an excellent About Us page
Crafting a good About Us page is not a bed of roses. You need to focus on multiple things simultaneously and make sure your page isn’t just a series of facts but a coherent presentation. Well-structured and holistic About Us page is a valuable asset to have. Not only it drives visitors in, but it also advances them to make the next step toward starting relationships with you. Thus, keep your page always on point and consider implementing the following practices:
- Set the right tone and mood
When creating an About Us page, it’s crucial to uphold one mood and tone throughout the story to make it holistic. For a professional website, the writing needs to find a middle ground between the standard and creativity. It doesn’t mean you need to go for a highly straightforward language or a sophisticated one. Once you know what you are speaking about, let the information flow as if telling a story to a friend. That way you’ll probably strike the ideal tone that matches your business essence and appeals to the audience.
- Put the most significant data above the fold
With such an amount of web data, visitors get used to skimming the information instead of reading it from beginning to end. They usually search for key points, excluding them from the initial part of the text. And if they don’t find any, they automatically consider the rest of the content irrelevant, not giving it a mere chance. The issue gets even tougher with a short attention span that keeps people engaged for only 8 seconds. That’s why always place the most essential information above the fold so that it is immediately seen when arriving on the About Us page.
- Explain the ways you help your customers
The common drawback of poorly written About Us pages is glorifying and sharing things only about the company, putting customers in the background. Try not to be self-centered but leave some room for the users. Tell them you can solve their problems and provide what they need, showing you understand them and cherish their involvement.
- Humanize your business
Highlighting your team members on your About page adds a personal touch to the business that helps you to gain trust among the public. When you shine a light on the people behind your company, you humanize your brand, showing it is not a faceless thing but a real-life organism. And people like dealing with other people. Thus, it’s the best way to kickstart strong relationships between the company and the visitors.
- Feature concrete numbers
Imagine you want to expose your progress on your About Us page. and you write: ” We’ve sold plenty of products this year.” At least it sounds frivolous – at most, it doesn’t provide any value to the viewers. Specifics are better than bold claims. Give the visitors concrete numbers and stats to quantify your success and impact as a business. Eye-catching figures help you communicate your message more effectively and raise credibility within the audience, eliminating any possible doubts.
- Share what’s happening behind the scenes
In the world of the internet, transparency is a necessity rather than an option. Consumers want to know the insides of the business more than anything. It helps them to take reality over the virtual image, bringing trust and credibility on a more prolific level. Thus, embrace it and show your external processes to the world. Something as simple as several photos of your product being manufactured or used by real people will be enough to satisfy curiosity and don’t overload visitors with data.
- Don’t forget about the chronology
Although your company profile needs to be imaginative to involve users, don’t go for excessive creativity that will only confuse them. When messing with the time flow, you can ruin consistency so that the visitors will lose the point while reading and skip it. Make sure you write everything from the past to the present, gradually unfolding the events. Such an approach guarantees transparency and higher readability of the content you present.
What to avoid on your About Us page
Once you know what goes into a great About Us page kit, it’s time to speak about the things that are better to escape when writing.
Leave hype for social media and try to avoid it on your About Us page. Its primary purpose is to advance rapport and establish a bond with users rather than excite them with pompous facts. What is more, such an approach may ruin credibility – few visitors believe in loud statements without seeing the definite actions.
- Sales pitch
For the same reason you don’t hype with your brand, you don’t use the About Us page to sell. People who come to that kind of page are interested in you first. They don’t come to buy your products or services but want to get closer to the cores. And when bombarding them with sales offerings, you alienate them and deprive your About Us page of being what it should be.
- Excessive content
Even if you have an enormous history or a wide range of things to show to the world, don’t post it all on one page. Make sure you highlight only essentials without overwhelming the viewers. The peripheral information can live elsewhere on your site, and you can provide links to it if you need users to know.
- Perplexing design
The design of your About Us page is meant to supplement your content and enhance the effect it has on the viewers. Bad design does the opposite – takes the focus away from the essentials, distracting users. Avoid any complex design decisions until they won’t impede the interaction and perception of the data.
About Us page design tips
As you already know, design is a significant part of your About Us page. You shouldn’t overload it, but at the same time, you can’t leave it white because it will be simply overlooked by the visitors. So, it needs to stand out to catch attention and retain users’ engagement. But how to find a golden mean? There is a list of About Us page best design practices that will help you to create a perfect one:
- Keep the page free of clutter
A minimalist approach not only to the content but also to the design ensures a clean look of your About Us page. When packing it with numerous design elements, you bring in a mess that alienates users. No one enjoys dealing with overloaded pages, trying to extract a mere point out of the design abundance.
- Employ visual hierarchy
To achieve a balanced look on your About Us page, space out the content using a visual hierarchy. That exercise helps you to bring clarity and put primary things to the storefront with the help of the design. For instance, use different font sizes for various information blocks or specific layouts for better and clearer content disposition.
- Utilize proper typography
When designing an About Us page, you need to keep a close eye on the typography you use for a body copy. Pale colors and small fonts can impede readability, worsening user experience. Thus, choose distinct fonts and appropriate sizes so that users can easily comprehend the text.
- Resort to simple language
The same as the typography, a language you write in is vital for comprehending your About Us page content. The easier it is to read, the more chances you will effectively transmit your business image to the public. Thus, avoid using jargon or specific language that not every user understands.
- Include supporting images
We all know that a picture is worth a thousand words. And when in complement with appealing content, visuals can bring impressive effects. Not only it engages users, but it also makes their experience more joyful and entertaining. You can employ any visual, including images, animations, or even videos, or all together. The only thing to remember is to optimize them for better speed performance.
- Apply consistent branding
Where to exhibit your branding attributes if not on the About Us page? Here, display your logo, and highlight your brand values and mission. That serves as leverage to your brand awareness, making your brand attributes memorable. And when on the About Us page, it doubles an effect of you as a robust company, becoming an inseparable part of an excellent About Us page performance.
- Keep your design always updated
The About Us page is namely the reflection of your business. And if it is overloaded, irrelevant, and vague, the same your business may become in the eyes of the visitors. To avoid that, keep your About Us page design always at the point. Fill it with fresh ideas and the latest design solutions. However, it’s crucial not to go for trends blindly but resort to those that suit your specific branding policy. All in all, don’t be afraid of change, as there always should be room for improvement.
- Make it responsive
If you want your About Us page to load fast and look well regardless of the device used – make it responsive. Such a design approach ensures a better user experience for the visitors and higher SEO ranking positions for you.
- Make use of About Us page templates
Whether you face difficulties when designing your About Us page from scratch, you can use ready-made templates. It is a smart solution for those who want to see impressive results in less time. There are thousands of fancy templates on the web that allow full customization and an almost intuitive design process. Also, they offer extensive pre-build functionalities that don’t require any coding knowledge.
Top 10 best About Us page examples
Another valuable tip when building your About Us page is to look for inspiration. There are plenty of remarkable examples that are worth seeing. They can motivate and unleash your creativity allowing for splendid ideas to come to your mind during the process. Here are the top 10 excellent About Us pages found on the internet:
The Nike About Us page is a great model for large-scale businesses that have much to show to the public. As you arrive at the page, you encounter a thrilling visual that captivates from the first seconds. It captures people for whom the company exists, bringing its mission to the storefront.
The page consists of several content blocks, each supported by the visual. That practice makes the page well-structured that contributes to the smooth user experience. Another precious thing to adopt from Nike is the way it keeps the content light-weighted by providing external links for more detailed information.
In just one statement, Slack draws visitors and gets them involved when on its About Us page. A powerful headline immediately explains the brand’s mission, while an informative sub-headline tells what the business is all about.
Another remarkable feature is the success indicators list you find when scrolling down the page. Concrete numbers add to high credibility so that the brand position is instantly clear to the visitors.
Another decent example of a great About Us page is that of Sony. It features a high-quality image that takes up all the screen real estate. By doing that, Sony intentionally exhibits its brand essence – namely providing electronics for creating high-quality audiovisual content.
The content blocks of the page are short yet informative enough to uncover the corporation’s business cores. Such a moderate presentation positively impacts the user experience and contributes to higher readability.
Although being extremely minimalistic, the Pinterest About Us page engages visitors with its unique feel. It features a full-screen high-quality image and a bright red-colored CTA. As you scroll down, you can see several links to follow if you want more information. Such an approach allows users to decide on their own what they want to see without having to go through all the content of the page.
Adobe’s About Us page gives off a lively vibe, which it’s critical for every business that takes a creative niche. It opens up with a prominent headline explaining the brand’s mission. The page consists of multiple content blocks that are divided structurally and visually. Such a vivid hierarchy allows for better comprehension of the information and makes the user experience more consistent.
The power of the Netflix About Us page is in its design. It employs contrastive colors and typography, which glues to the screen from the very first seconds. Netflix also does it best when showing the people behind the corporation. The page features the photos of team members with a short description of each. Thus, visitors feel closer to the brand, knowing that there are real people behind the scenes of such a powerful content-making machine.
Forbes About Us page has everything an excellent About page should encompass. It opens up with a background image capturing people the brand speaks about and a vivid headline above it. It also features the success indicators with real numbers and an award list beneath. Together with a distinct team description, all these features contribute to solid credibility and trust among the visitors.
08 Johnson & Johnson
Right from its About Us page, Johnson & Johnson illustrates how it solves its customers’ problems. And such a customer-centered approach is the best way to appeal. Users can go through the company values that are gathered in one place named “Our Credo.”
Also, the page features a complete story of a company that lasts for 130 years for now. The story is well-written and chronologically structured so that visitors feel at ease reading it.
A simple yet fascinating Nestlé About Us page is a good example for a company that wants to build warm relationships with its potential customers. It features an impressive visual that captures people’s emotions, which immediately evokes sympathy with the brand and raises emotional resonance. The content is easy to read due to the visual hierarchy – each new content block is highlighted with a prominent heading statement.
10 The Walt Disney Company
When you arrive at The Walt Disney Company About Us page, you’re impressed by two things – bright colors and fancy visuals. That combination makes the page highly engaging and interactive so that you want to explore more, revealing its history, values, mission, and things behind the scenes. It is also excellent at presenting the team members and structuring the content.
On a final note
When introducing your business on the About Us page, you need to focus on several things at once. From the unique value proposition to the proper disposition of content blocks – all things matter as they shape the final effect it will produce on the viewers. But the main thing to remember is the users themselves. Whether it is a newcomer, regular visitor, or an investor – before writing an About Us page, you need to think out ways of connecting with them and providing satisfying answers to their questions.
Also, it’s critical to make your company profile customer-oriented rather than self-centered. Pretension and vanity alienate visitors as they don’t feel any value of being participants of your story as your customers.
But if written well, the About Us page may bring your numerous benefits. Besides involving new customers, it will solidify your business position and strengthen your competitive advantage. Ultimately, it is the best way to make a statement and produce a favorable impression in the digital world.
If you’re still unsure about how to write an excellent About Us page – feel free to contact us. Ester Digital will provide you with more insights and tutorials so that you can master the concept easily.