How to Write an About Us Page that Converts – 6 Essential Tips

Yes, I’m going there.

The About Us page.

You know you need it. But you have no idea how to write it.

Plus, it doesn’t really have an SEO value. Not like your landing pages or the pages filed under Products/Services.

Still, you know that the About Us page is one of the most visited on your website, so you can’t ignore it. In fact, I would argue that you should pay even more attention to it than to a regular page.

You see, some people may only be interested in one of your products or services, not in all of them. So they won’t browse all those pages. But most of them will click on the About Us page before making an inquiry or a purchase.

They want to know who they’re dealing with. And that’s perfectly normal.

But how do you show them? In other words, how do you write an About Us page that convinces readers to turn into customers?

Don’t worry if you won’t have the answers to the questions above. You’ll get there soon. Plus, very few people do. I found that even the best of writers are puzzled about writing a killer About Us page.

Since we’ve done quite a few of those at Idunn for copywriting clients in tens of different industries and niches, I thought I’d share some of our best strategies.

How to Write an About Us Page that Wows and Delights

I’d like to start by saying that there isn’t a one-size-fits-all recipe on how to write an About Us page. We’ve had clients for whom GIFs and team photos worked wonders. For others, a more professional look was the right fit. Similarly, About Us pages that have less than 200 words are great for certain companies, while others can be as long as 1000+ words.

However, there are some tricks that professional content writers can use to write an About Us page that delights. And, while you can’t use all of them for a single page, you can definitely mix and match between the tips below to find the perfect formula for your own About Us page.

1. Don’t Be Afraid to Toot Your Own Horn

Don’t be afraid you’ll sound immodest. It’s the perfect place to do it. Just as long as you’re authentic, like the Wise Startup Blog suggests in this amazing infographic.

Image via Wise Startup Blog

List your achievements, accolades and awards. Add some testimonials from clients. Anything that supports your claims at being at the forefront of your industry is game when you write an About Us page.

But (there’s always a “but”, isn’t it?) don’t overdo it. And, most importantly, don’t make claims you can’t back up with facts or figures.

When you’re in doubt about adding a certain phrase to your About Us page simply ask yourself if you can prove it.

Example: “we make the best shoes in the world”. By whose standards? [Yours don’t count, OK?] But if a magazine ever named the shoes you make “best” at something, feel free to add the quote.

For additional clarifications on this, see the point below.

2. Rely on Facts, not Hype

As previously stated, simply saying you are the best at something doesn’t make it true. Even worse, if you make such claims without any factual back-up, potential clients will dismiss you from the shortlist after reading your About Us page.

Case in point: instead of “we can boost your employees productivity level” try “on average, our solution has boosted employee productivity by 18%”.

Remember: numbers are your best friends.

You may not have such statistics handy. And that’s perfectly OK. It doesn’t even mean that you shouldn’t praise the quality of your products or services.

It simply means that you have to find a new angle.

Here’s what we did for one of our clients, a consulting company in the tech field. Since pulling numbers from their contracts with various clients was a big no-no, we highlighted their experience. Our writers centered the whole About Us page around a phrase very similar to this one: “We’ve been around for more than 20 years. Longer than any other company in this field. All because of our results.”

If this doesn’t inspire confidence and expertise, I don’t know what does.

3. Make it About Them

I know, I know, you hate this one. After all, the About Us page was your only shot at speaking in the first person.

You can still do that.

Just as long as you make it clear that your experience, expertise and amazing team are exactly what the reader needs right now.

You’ve been in business for 10 years – what does this mean for your customers? What’s in it for them?

You have a great team. What will your team do for your customers?

Your shop is in a central location. How easy is it for customers to reach you?

4. Tell a Story

In an article on entrepreneur.com, Aaron Agius explains the need for a story perfectly. In fact, it’s an article that I usually send to my staff when they ask how to write an About Us page that reads well and converts.

Aaron Agius speaks about letting go of business specifics in the About Us page. After all, you’ve got services and product pages for this, don’t you?

Use this page to speak about your humble beginnings, your incredible rise or your contribution to making the world a better place. Sendible, for instance, does a great job out of highlighting the company’s core values.

5. Use Visuals to Tell Your Story

You can go beyond photos of your team. A powerful video from your CEO or founder can do wonders. It can actually humanize your company. People love putting a face to what they consider a successful business. So why not give them a chance to meet you, the real you?

Here’s another idea: how about an infographic? You can tell your story or highlight your amazing process with it.

Whatever you choose, make sure to go beyond words when you write your About Us page. Choose the type(s) of visual that complement your brand image best and, most importantly, create high-quality photos, videos, infographics or GIFs.

6. Include the Reader in the Conversation

Now that they’ve read your amazing About Us page, what are visitors supposed to do? Head back to your products section? Contact you?

Don’t let them guess. Let them know.

Too many people believe that an About Us page should be a one-way street. We write, you read. That’s it.

But there’s no such thing. Not anymore. No conversation, whether on a website or on a social media profile should be one-way. Feedbacks, comments, mentions should always be welcome and encourage no matter what channel you choose to connect with your customers.

A simple contact form at the end of the page, along with a powerful CTA will do the trick. Just make sure to keep it simple and conversational. “This is us, what about you? We’d love to meet you.”

This is all you need to spark a conversation and use your About Us page to forge a relationship with a potential client.

Conclusions

Instead of wondering how to write an About Us page that speaks volumes about your brand, I suggest you change the question. Ask “how can I write an About Us page that tells the right story” instead.

When you sit down to write it, keep your buyer persona in mind. This is how you will know what visuals they prefer, what tone of voice you should use and how to spark a conversation with them.

Or, you can simply forget about trying to find the perfect mix for everyone and allow our skilled content writers to do this for you. They’re just a contact form away!