How to Design an Effective “About Us” Page

Your website’s “About Me” or “About Us” page is often one of the highest ranking pages on a website. It’s important for many reasons. First off, people are nosy. They love to read about who the owner is, how they got into business, the failure and success story, and WHO they’re doing business with. You want your about page to help brand your business. You want it to establish credibility and liking. (Yay, people will like you!) And, you also want it to motivate an action. Because they like you, they’ll buy from you. Here’s how to design and effective “About Us” page.

Step One: Embrace Your Unique Voice

Your “About Us” page isn’t the place to get cutesy or ultra-creative. However, it is the place to share your personality and voice. Share what it is about you that is unique and why you’re passionate about your niche and customers. What’s your background? How did you get into this business? What do you like about it? What are your hobbies? What charities are you passionate about? Where did you go to school? What did you do in a former life? What stuff do you do when you’re not working? Anything people can relate to will do the trick here. And write it as if you’re saying it – not as if this is your resume. Don’t make it stiff. Give it your personal flair, your personality, your passion.

Step Two: A Picture

Have you ever visited an about page and realized you knew the person behind the business? Isn’t that fun? Let other people do it with your business, too! A picture is necessary here. Some people skip it but consider testing your page with and without a picture. People want to connect a face to your business. If there are more of you, say you’re a team or a partnership, then include pictures of everyone, as well as what they do for the company and why they’re awesome and irreplaceable.

Step Three: Logical Organization

Organize your “About Me” or “About Us” page into logical sections. It’ll make it easier for you to write and it’ll be easier for your audience to read and digest. For example, some categories or sub-headings might include:

* About the Company
* Vision
* Mission
* Our History
* About Me/Who Is Joe/Jane Doe?
* Why Me/Why Us?

You don’t have to include all of these. And if the content for these sub-headings is short, they do NOT all need a separate page. A one-pager ought to do it, if the mission, vision and history.

Step Four: A Call to Action

What do you want people to do after they’ve read your “About Us” page? Always have a purpose and a call to action that supports your purpose on every web page, including this one. Common calls to action include:

* Download our free report
* Contact us
* Get a free quote
* Take advantage of …
* Share on Twitter, Facebook, LinkedIn etc.

When creating your “About Us” page, sit down and create a rough draft first. Outline the things you want to share and the things you think your prospects want to know. Don’t be afraid to brag here. In most cases you don’t want to list a complete work history, but you do want to highlight your achievements.

Consider also including a few short testimonials or endorsements if they support your achievements. For example, if you say that your eBook has sold more than 5000 copies, then you can include a short review from a notable industry person after that claim.

Also take the time to optimize it for the search engines. Use your primary keywords in the description and also make sure they naturally occur a few times in the copy. Your “About Us” page is important. Don’t skip it.

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