Why website About Us pages matter

As the second most visited page on most B2B websites, your About Us page needs to be crafted carefully.

Andrea

Andrea Stevens
June 2019

illustration with magnifying glass and head profile

I don’t know about you, but when I visit a new website, my first question is ‘what do these people do?’ or ‘is this what I’m looking for?’

If I decide I’m in the right place, my next question is ‘who are these people?’

Simple questions, but it’s surprising how hard it can be to find the answers on some websites. The copy forces me to join the dots. To build trust, brands need to be a lot clearer.

After a lot of research and trial-and-error writing About Us pages, I’ve found the typical questions people want answered follow a logical order:

  • What do you do?
  • How can you help me?
  • Who are you?

Notice that ‘Who are you?’ comes last. We humans are innately selfish, so clients firstly need reassurance that you can solve their problems and add value. Then the ‘who’ offers the proof and validation of claims made at the top of the page – the fact that they will be dealing with professionals with expertise and a good track record.

If an About Us page doesn’t answer these questions, and simply offers founding date and company history, I’m personally not enticed to read much further. As Donald Miller of StoryBrand says, you need to make the customer, not your brand, the hero.

 

‘I look for proof and validation of claims the website makes.’

 

CASE STUDY: CAPABILITY GROUP WEBSITE

 

about us page example

Image: An About Us page introduction we wrote for Capability Group's About Us page.

 

Reversing the traditional order

For the reasons outlined above, the traditional About Us page needs to be flipped upside down.

The what/why/how rise to the top, while the who moves to the bottom of the page. The year established, team and size of the company – once the focus of an About Us page – are now the second or third act.

Potential clients are also looking for connection, so your company’s mission, values and process are a must-have. ‘Do I connect with this brand?‘ ‘Are we aligned?‘ I believe this is crucial to attracting your ideal clients – people with similar values to yours, which makes for easier and more enjoyable working relationships.

Another useful block of information on your About Us page is a link to your case studies section and/or testimonials. This is further proof and validation of the benefits of working with you.

As a whole, your website answers these questions, but they have to be condensed and summarised on your About Us page.

 

‘While scrolling down the page, potential clients are also assessing a company’s mission, values and process.’

 

About Us page structure

My favourite About Us pages avoid walls of text by using a narrative format of ‘story blocks’. The trio of heading–caption–image summarises and represents the information in blocks – small bites of information that are easy to read and digest. They don’t require me to join the dots on a page of undifferentiated copy.

These are the three principles I use when creating About Us page copy:

  • Hook readers with elegant language and resonant words.
  • Tell your story with engaging subheadings, succinct paragraphs and supporting images.
  • Make the client the hero of the About Us page by pre-empting their questions down the page.

 

 

about us page example

Image: a story block from Capability Group's About Us page.

 

Great About Us pages convert

Your About Us page is one of the heroes and hardest-working pages of your website and can be the reason people choose you ahead of a competitor.

I like to work with graphic designers to get the page working visually for clear and elegant communication design.

Then, once you’ve published an epic About Us page, keep it up-to-date. All companies change and grow, so make sure your page says the same things you are saying in person to new clients. It will work around the clock for you, generating new leads and sales.

 

‘Your About Us page is one of the heroes and hardest-working pages of your website and can be the reason people choose you ahead of a competitor.’

 


Do you need help writing your About Us page? Contact us for more information.

 

Andrea-copywriter

About the Author
Andrea Stevens

Andrea is an experienced copywriter and content strategist living in Auckland, New Zealand. She has an unhealthy obsession with her work, consuming books and podcasts about content best practice and entrepreneurship, daily. She started Folio in 2007 as the GFC hit (a feat in itself), has authored four books, been a finalist in the NZ Book Awards, written hundreds of website pages and social media posts, more captions than she'd like to remember, and some very, very long white papers. In its ten years plus, Andrea has developed Folio into a busy writing agency, attracting clients who have the same love for quality writing and brand storytelling as she has. You can contact Andrea directly by email at andrea (@) folio.nz.

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Folio Content & Copywriting
401A Richmond Road

Grey Lynn
Auckland 1021
New Zealand

P +64 9 275 444 502
E  studio (at) folio.nz

401A Richmond Road
Grey Lynn
Auckland 1021
New Zealand

P +64 9 275 444 502
E  studio (at) folio.nz

Folio | Content & Copywriting
401A Richmond Road

Grey Lynn
Auckland 1021
New Zealand

P +64 9 275 444 502
E  studio (at) folio.nz

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