Most business websites include an About Us page or section in the bottom menu. They are important components of an efficient website content strategy. They are, however, sometimes neglected as well.

They may help your firm show off its individuality, differentiate itself from the competition, and create a great impression on potential customers when written effectively.

An About Us page provides online buyers with information about your company and the individuals who work behind the scenes. This can include things like:

• How did you get started with your brand?
• What distinguishes you and your brand?
• What are your company’s core principles and beliefs?
• Why should customers select you?

Why About Us Page Matters

Who are the folks who visit your About Us page? Who exactly are they? They are most likely prospective clients interested in purchasing your items or services. They’re attempting to evaluate whether they can rely on you or not. Furthermore, they want to go behind the curtain to discover if your firm is one with whom they want to do business.

Every firm claims to have core principles and some kind of differentiator that sets them apart from the competition. However, no other company on the planet has your unique narrative or your specific motive for starting a business in the first place. No other company has the same motive for being in business as you do.

Conveying that difference and providing customers a cause to care about you more than your competitors might mean the difference between a one-time purchase and forgetting who you are and becoming a dedicated brand champion.

The primary issue with the typical e-commerce About Us page is that it is entirely dedicated to talking about the firm. An About Us page devoted to your e-commerce firm. An About Us page content is about more than just you or your organization. It’s about convincing a customer to emotionally invest in your business. It’s about why you’re the greatest person to help your customer solve their problem.

Why Does Your Website Need An About Us Page

When it comes to creating relationships with your clients, About Us content is essential. Some of the reasons why you should put up an About Page for your website are: 

1. It is well-liked by newcomers: On average, more people visit your website’s About Us page than any other page. This is due to the fact that people are naturally curious, and not just about the items. They also enjoy hearing anecdotes and learning more about the brand. An About Us page satisfies all three of these categories.
2. It demonstrates your uniqueness: no one else is running a business like yours for the same reasons you are. This is a terrific storey to present on your About Us page. Your distinct storey is what distinguishes you from the competition, and your About Page is the area to emphasise the most significant distinction. 
3. It strengthens your brand’s image: Your About Us page is an excellent opportunity to affirm who you are and how you want to be seen by the public.

How To Write An Effective About Us Page

1. Utilize Facts, Not Hype: You don’t want to say the same things on your About Us page that you do on your Home page, and a long, detailed, historical summary will dull the reader. You also don’t want to come across as arrogant. The best solution, like with most things, is to find a happy medium. Present the information and data in a plain manner.
2. Include a distinct value proposition: Build your About Us page around your company’s unique selling point to draw attention to it. Consider what is most essential to your prospective consumers and emphasize those facts prominently, whether by adding them early in your About Us story or by emphasizing them in some way, such as with a subhead, call-out, or strong text.
3. Tell the tale of your brand: Your brand story is what distinguishes you. Because there is no other narrative like yours, it is critical that you draw attention to it. Through shared values, brand storytelling allows you to connect with your audience. It’s also one of the most effective methods to bring your brand to life.
4. Tell us what’s going on behind the scenes: Transparency is a marketable asset in today’s environment — a requirement rather than an option. Many firms now target specific consumers by utilising sustainable materials or paying more than the minimum wage.
5. Point the buyer towards the next step: When your clients have finished reading your About Us page, you don’t want them to be left at the bottom of the page with nothing to do. Instead, you might include a CTA that directs them back to your business, a contact form, or a sign-up form for your newsletter.
6. Maintain your About Us page: Once you’ve developed a fantastic About Us page, share it with the rest of the world. However, don’t forget to update it on a regular basis.
7. Value Proposition Above the Fold: Because content in the upper half of a web page is accessible without scrolling down, it naturally receives more attention than content in the lower half of the page. With this in mind, you should place your value proposition — the innovation, service, or feature that makes your company appealing to clients and distinguishes it from the competition — above the fold of your About Us page, where it can’t be ignored.

Endnote

An About Us page does not have to be difficult to create. However, it should perform an excellent job of providing customers with insight into the inner workings of your firm by emphasizing the whats, hows, and whys of your brand. So be truthful and choose your words wisely.