An About Us web page is an integral piece of content material to have in your web site.
Each single profitable enterprise has one, irrespective of their trade or what they promote.
In spite of everything, each model has a narrative – and your About Us web page helps you inform yours.
That’s necessary as a result of, today, story and connection matter greater than ever to prospects.
In a Demand Gen survey, 55% of B2B patrons mentioned content material that tells a robust, resonating story is what would make them almost certainly to speak to gross sales.
As a result of your About Us web page is without doubt one of the first locations prospects will look to search out out about your online business and story, it’s a foundational web page that deserves time and a focus to get proper.
Let’s speak about it, together with methods to write an About Us web page.
What’s an About Us web page?
An About Us web page isn’t simply the place you share the story of your model. It’s additionally the place you inform your buyer what you do for them and the way you’re employed to fulfill their wants in that space.
It isn’t a lot “Right here’s what we’re about,” however extra like “Right here’s who we’re, why we began, and what we will do for you.”
This web page can go by many different names, by the way in which:
- “Our Mission”
- “Our Story”
- “About [brand name]”
- Or just “About”
An About Us web page can embrace a wide selection of data, however the commonest sections to incorporate are:
- Who you serve and what you do for them.
- Your model story/historical past, together with how you bought began.
- Your mission and imaginative and prescient for the corporate.
- Your model values, what you imagine in, and the way you uphold these values in your day-to-day operations.
- Mini bios of the folks in your crew.
- An evidence of your course of, how your companies work, or how your merchandise are made.
You’ll be able to embrace all of those sections, a few of them, or only one or two.
It relies upon completely on your online business sort, together with your trade, what you promote, and the way distinctive your merchandise/companies are.
On high of that, have in mind your model voice in addition to what your prospects would have an interest to know.
As you’ll quickly see, some companies commit one or two quick paragraphs to their About web page – and that’s it. Others inform an extended story of how they have been based, and but extra have a number of pages inside their About web page wheelhouse.
For instance, in case your model is based on strict environmental or moral rules, you’ll in all probability spend extra time explaining the way you uphold these requirements versus a model that sells a easy, simple product.
How does an About Us web page assist your online business and search engine marketing?
We already talked about that your About Us web page is foundational to your web site. That’s as a result of prospects count on it and search for it at any time when they go to a new-to-them model on-line.
Folks typically rank the About Us web page because the second-most necessary aspect in your web site (solely contact data is rated larger in significance).
For comparability, it charges larger than product photographs and movies, dwell chat, social media icons/hyperlinks, and even a weblog.
That’s purpose sufficient to create an awesome About Us web page. Nonetheless, there are much more advantages to creating one which may not have crossed your thoughts.
Model transparency
Transparency issues to prospects. They need to know the way you use, what goes on behind the scenes, and that you just’re true to your phrase.
86% of U.S. shoppers imagine transparency in enterprise issues now greater than ever. To that finish, your About Us web page units a typical on your transparency as an organization total.
Sharing values
Clients additionally need to know that the manufacturers they help share their values.
84% of shoppers worldwide mentioned they’re extra possible to purchase from a model with values that match their very own. Your About Us web page is the right place to put out these values and what you stand for.
Connecting with prospects
Writing an About web page additionally helps you join with prospects, typically throughout one in all their first interactions together with your model.
Studying your story, mission, values, and function will assist them relate to your organization.
Boosting your web site’s E-A-T
When it comes to search engine marketing, creating an About web page isn’t essentially about rating the web page in search.
As a substitute, it provides a layer of experience, authoritativeness, and trustworthiness (E-A-T) to your web site by explaining your background, your data, and why you’re uniquely certified to promote what you promote, provide the companies you do, or focus on the matters you publish content material about.
Get the each day publication search entrepreneurs depend on.
The best way to write an About Us web page
Struggling to jot down an About Us web page? To not fear.
Listed here are the fundamental steps to jot down an efficient one, together with the main points you should not miss.
Share the final word purpose or ‘large why’ behind your model (your mission)
Why does your online business exist? Why does it matter? What is the final drawback in your trade you are attempting to resolve?
In the end, that is your mission, and you must share it in your About Us web page. And, for those who’re like many companies that have not clearly outlined theirs, now’s the time.
Why is stating your mission necessary?
As a result of a majority of contemporary shoppers – particularly Gen Z – need to know that their purchases align with who they’re and that the companies to which they provide their {dollars} care in regards to the issues they care about. (Market analysis from Alter Brokers discovered that 68% of Gen Z and Millennial patrons imagine their purchases are indicative of their personalities and considerations.)
Explaining your mission offers your audience one more reason to align themselves with you. Give them your “large why.”
Clarify the way you assist your prospects with what you promote
Now it is time to dive into the deeper specifics of your online business in your About Us web page. Lay out:
- What you promote: Inform prospects what you promote. In case your merchandise/companies are distinctive, clarify how they work.
- The issues you remedy for patrons – each tangible and intangible – with what you promote. Examples:
- Tangible: “We assist well being meals manufacturers create and execute good advertising methods.”
- Intangible: “We assist well being meals manufacturers make real connections with their prospects.”
Once more, the important thing right here is to maintain your explanations customer-focused. Do not make the error of turning your About Us web page into one large brag-fest. As a substitute, you have to be positioning your online business when it comes to:
- Why the shopper ought to care.
- How they’ll relate to you.
- The way you assist them.
Inform your story
It is an awesome thought to inform your model story in your About web page, together with how/why you bought began.
Had been your beginnings humble? Did all of it begin with a seed of an thought? Did you have got a novel resolution to an enormous drawback you noticed occurring? Or was your online business a contented accident (or a catastrophe you rotated)?
Lastly, remember to inform the story of the place you are going. What do you hope to realize? What are your greatest desires for the way forward for your organization?
Introduce your crew
Within the spirit of transparency, it is a good suggestion to share the names and faces behind your online business and the position every individual performs. (By the way in which, sharing photographs of actual folks is a good trust-builder. It helps prospects see that you just’re not only a disembodied emblem, a faceless go well with, or phrases on a display.)
Moreover, together with bios on your crew or web site contributors offers Google clues about authorship and repute.
Inform them what to do after studying your About Us web page
Lastly, give your viewers route on what to do subsequent after they end studying your About Us web page.
A number of well-placed calls to motion (CTA) will do the trick. For instance, embrace a CTA button on the backside of the web page that sends them to:
- Take a look at your companies/merchandise.
- Learn your weblog.
- Join your publication.
- Or do another exercise that retains them engaged together with your web site and content material.
13 About Us web page examples
Now that you understand how to jot down an About Us web page and which sections to incorporate, let’s take a look at some examples of About pages completed proper.
1. Oatly
Oatly’s About Us web page is a good instance of how your model voice can and will carry over into every bit of your content material and web site.
Their irreverent tone and devil-may-care angle are completely expressed in each part of this web page, which, by the way in which, nonetheless manages to supply a ton of nice firm data for any curious client.
2. NerdWallet
NerdWallet, a monetary companies firm, is an effective instance of a model that expanded its About Us web page right into a multi-page expertise, with data masking the corporate, management, impression, and extra.
NerdWallet can also be an awesome instance of methods to state your mission and imaginative and prescient clearly with a deal with the shopper.
3. Chronicle Books
The writer Chronicle Books has a brilliant easy, text-heavy About web page, but it surely works nicely as a result of clear headlines and charming particulars added to their story.
For instance, the corporate is headquartered in an outdated maritime machine store – sharing that data helps you perceive the model is a bit quirky.
4. Healthline
Healthline gives medical data and recommendation to the plenty, so its About web page wants some gravitas behind it to assist show they are a reliable supply (learn: it wants some severe E-A-T).
Certain sufficient, the web page is stuffed with particulars about how they keep integrity all through their content material and guarantee it stays present and evidence-based.
5. Semrush
Semrush, the search engine marketing and content material advertising device, is all about knowledge, so their About Us web page displays that.
The corporate highlights stats and graphs to point out how lengthy they have been round and the way many individuals belief their instruments.
6. Liquid Dying
If you happen to’ve by no means heard of Liquid Dying, it is water packaged in a can. If that sounds bizarre, nicely… it type of is.
Since they’ve a singular product, you’d suppose the corporate would really feel the necessity to clarify itself a bit extra on its About Us web page – however that is not the case.
Typically, your product speaks for itself, and two paragraphs (together with a simply-stated mission) and a “contact us” button are all you want in your About web page.
7. Ogilvy
Ogilvy, a high-profile advert, PR, and consulting company (and the corporate of the famed advert copywriter David Ogilvy), makes use of its About web page to deal with the expertise and variety of its crew.
Since this can be a high-performing firm that creates adverts and different advertising for manufacturers like Netflix and Coca-Cola, that is sensible.
8. Everlane
Everlane, an moral clothes model, devotes its About Us web page to sharing behind-the-scenes details about how its garments are made, how they companion with factories ethically, and what supplies they use.
Since this can be a model that is attempting to distinguish with moral practices, they actually need to point out that in motion – and so they do.
The corporate additionally makes use of separate however linked pages to additional clarify its environmental initiatives, carbon footprint, and extra.
9. LegalZoom
On their About web page, LegalZoom gives some spectacular knowledge to point out their impression over 20 years.
Extra importantly, the corporate does not body their wins when it comes to “what we did” however moderately how they helped folks: “Defending family members,” “Serving to entrepreneurs,” and “Giving prospects entry.”
10. Delish
Delish is an epicenter of cooks, cooks, bakers, and foodies sharing recipes and suggestions, so their About web page additionally facilities on the folks behind all of it.
The very first thing you are greeted with is a grid of gifs of varied contributors (and there are a variety of them):
11. Amy Porterfield
Enterprise coach Amy Porterfield’s About web page is one lengthy story about how she went from a company gig to entrepreneurship, but it surely additionally gives proof of why she’s certified to teach you.
Telling your story like this can be a nice technique to join together with your viewers whereas offering your online business background and proof of your experience.
12. Wild Thought
Wild Thought is a family-owned firm and ranch centered on humanely-raising buffalo and restoring prairie grasslands.
As such, their mission and household are outstanding components of their About web page, in addition to their distinctive means of “humane discipline harvest.”
Additionally be aware the usage of panoramic photographs to point out off each the prairies and the buffalo herds they handle, in addition to their down-to-earth household/founders. The suitable photographs can play an enormous position in constructing belief whereas drawing your viewers in.
13. Moleskine
If you happen to’re a journaler, an artist, a author, or a jotter, you’ve got in all probability heard of Moleskine. Their notebooks are extremely regarded, and their suite of About pages (referred to as “The World of Moleskine”) displays that.
Be aware how they use titles to suggest their historical past and repute: “Our Heritage,” “Our Manifesto.”
Bonus: You probably have a variety of data to share about your organization that your viewers will care about, take a web page from Moleskine and commit a number of web site pages to your varied firm sides.
Write an About Us web page so as to add E-A-T to your web site
What is the widespread issue tying all of those About Us web page examples collectively?
All of them add essential proof of experience, authoritativeness, and trustworthiness (E-A-T) to their respective model web sites.
The place it issues, they add writer and creator data, too. (For instance, manufacturers who depend on a number of authors throughout their web site have devoted bios for every of them.)
They reply the questions, “Why does your online business exist, and who does it exist to serve?”
And that is precisely what your About web page ought to do.
Certain, write one as a result of it is normal apply, but in addition be sure to write an efficient About Us web page that may assist construct belief together with your prospects and reveal why your model is an authority on what you promote.
Do not let your About Us web page change into an afterthought – it is a foundational web site web page, and must be created and written strategically.
Opinions expressed on this article are these of the visitor writer and never essentially Search Engine Land. Employees authors are listed right here.
New on Search Engine Land
In regards to the writer
Julia McCoy is the founding father of Content material Hacker, 7x writer, and a number one strategist round creating distinctive content material and model presence that lasts on-line. At 19 years outdated, she used her final $75 to construct a 7-figure writing company which she bought ten years later. Within the 2020s, she’s dedicated to educating founders and entrepreneurs the technique, abilities, and programs they should construct a enterprise via inbound content material, to allow them to create extra lasting impression on the planet.
