Five Ways To Write An Effective About Us Page For Your Business

how_to_write_an_effective_about_us_page

Often times when business owners sit down to draft content for their website, they begin with what they think will be the easiest. Typically this is the “About Us” part of their site, which actually ends up being the part they spend the most amount of time on because they’re unsure of 1) how exactly to go about writing it (as far as style, tone, technique, perspective, etc.), 2) the impression they want to give, and 3) how to be compelling and get their overall message across.

This is an extremely important part of your website that you do not want to neglect.

how_to_write_an_effective_about_us_page3Why? People are seeking a window to connect with you – a window to find something in common or just a way to bond. Your story is that window. So while the rest of your site may come off as dry or technical, your About Us story is a chance to prove that you are human, you are personable and you are charismatic.

Let’s talk for a second here about the standard, cookie-cutter business bio that you’ll find on most company websites.

“JohnDoe Services was founded in 2007 and has become a national leader in providing broad spectrum computer consulting services. Our team of experts utilizes the latest technologies to ensure customized solutions for each of our clients. JohnDoe Services continues to grow by being an innovative, full-service IT company that puts its customers first. Contact us today!”

Does this bio humanize the business at all? Does it give it a face? No. It’s dry, it’s not engaging, and doesn’t even tell a complete story. Lame, right?

So I know what you’re thinking: How do I even begin to tell my business’s story in a way that doesn’t come across as lame?

Here is your answer.

  1. Start off by jotting down in two-three sentences the WHO, WHAT, WHEN, WHERE and WHY of your business.
  • Who established the business?
  • What is the business? What does it do?
  • When was it founded?
  • Where is it located? What areas does the business provide service to?
  • Why are you in business? Why do you do what you do every day?
  1. Establish a tone that is conversational.

Pretend that you’re out at a restaurant, you run into an old friend and they ask what you’re up to with your career these days. What would you say and how would you say it? Write down your response. When you weave this response into your final draft, make sure the tone is relatively consistent with the rest of the content on your site.

  1. Show some personality and have some fun.

Offer your audience a way to connect with you by having some fun answering these questions.

  • How did you really get started with this business? Is there some back-story or special circumstance that got you to where you are today?
  • Was there ever a turning point when your business decided to change direction?
  • What sets you apart from others in your industry? Why should people call you and not the other guys?
  • Is there one moment throughout the history of your business that captures its essence in a nutshell?
  • Who are the employees behind your company? What makes them so awesome?
  • What do you specialize in? What are you really, really, really good at?
  • Is there a famous quote or saying that you or people in your business often have about something?
  • What’s a fun fact about your business that many may not know?
  • What makes you credible? What are your certifications, awards, honors, etc.?
  1. Be authentic.

Whatever you do, don’t try to be something or someone you’re not. If you’re a startup, own it. If you’re a small, family-owned business, flaunt it. If you have a hugely successful business, back it up with facts – tell everyone why. Just don’t add fluff to make it seem like you’re somebody else. Use it to your advantage to be who you are.

People love authenticity. Be creative by showing before-and-after shots of your business. What did your office look like way back when? What does your workspace look like now? If you’re business is in a transitional phase (relocating, remodeling, adding staff members, etc.) then talk about it (just don’t forget to go back and update it once the transition has been complete).

Showing off a generic photo of your staff is okay, but how about adding a few candid shots of your team members at their desk or out and about performing their job? Again, be real with people. Show everyone that you’re genuine.

how_to_write_an_effective_about_us_page2

  1. Show off your passion for what you do.

 Think back to a time when you helped out a client and afterwards thought to yourself “This is exactly why I love what I do.” You guys, this is called passion – and it’s very important for everyone to know about!

When people know that there’s a heart and soul behind the work they need done, they are more inclined to hire you. Make this an essential part of your business’s story.

To summarize, your business’s story should be accurate, engaging, interesting and authentic. Need help crafting or re-crafting your business’s About Us page? Contact us today and we’ll get to work making the most out of this crucial section of your website.

hayley-gable-bowerman


For the last decade, Hayley has been leaving her mark creatively on small, independently-owned businesses through editorial- and design-based marketing strategies. As a believer in the art of storytelling and the influence of a strong brand, her goal is to unlock the value that all small businesses possess and use it to their advantage using creative, strategic marketing methods.