10 Key Elements of a Successful About Us page

10 Key Elements of a Successful About Us page

10 Key Elements of a Successful About Us page

The About us Page is regularly overlooked, however, your About Us page is one of the most important pages on your website, and it’s also likely to be one of the most frequently visited. 

Writing an About us page can be hard, and many people can’t think of even where to start. It can seem difficult knowing what to include and what to leave out. A lot of companies fall into the trap of trying to appeal to everyone and end up with bland and generic content meaning viewers move on quickly without knowing anything about you, and what makes your business. 

Once on a company’s homepage, 52% of visitors want to see “about us” information. (Source: KoMarketing)

Through helping to guide clients through the process of putting together a clear About us page. We have formulated a simple About us page guide to share information that is best included in this page to convert, convince and guide clients with the information that they would be searching for. Following is a breakdown of the different steps and information to ideally include in your about us page to truly tailor the story of who you are and what clients want to know, helping formulate a clear message about you as a company and what you have to offer.

What makes a successful about us page ?

If we think about the true goal of an about us page, it is to convey who you are as a company, an an opportunity to introduce yourself to your visitors. So, make you real and relatable to the viewer, so they understand who you are and what problem you solve. The size of your company, history and experience make you credible and can mean the difference between you and the competition.
I’ve broken the following page down into sections, covering as much as possible you can help put together a clear story about you as a company and what you have to offer.


Approximately half of website visitors are interested in the “About Us” page on a business website, and 65% view the business’s contact information. – Vendasta



1. Know your audience

Know your audience so you can direct your about us page message directly at them

Truly understanding who your audience is, makes it so much easier to speak to them. Research your target audience and ensure the About Us speaks to them, rather than in a generic tone. It makes a big difference being able to make your content more of a conversation and allows you to align with their objectives and pain points.



2. Create a headline that pulls them in

The about us page headline has the power to pull, or push people away

The About us page headline with impact ensures if the visitor is going to stay on the web-page or bounce. Sometimes your audience is in doubt between you and your competition, and your About Us page may help to make a decision. As one of the first things a visitor sees, headlines can intrigue, interest, and attract your audience to invest their time in your website.

Think about what would make you want to read. Tap into their problem, as ultimately that is why they are here – to see if you understand them and can offer them a solution. Or, maybe there is power in standing out by shocking title, contradiction to what they expect.



3. Start with your About us page with an Elevator Pitch

You have 10 seconds to get the message across

How do you explain your business when people ask? This should be a conversation starter, and this simple exercise in succinctly summarising your business can be refreshing. Describe your business and what makes you different in one succinct paragraph. 

  • Make it about what you do, and how you do it
  • Explain the results of your work and what makes you unique
  • Tap into the underlying problem that they truly are looking to solve
  • Drill down into the emotion under their issue
  • Make it compelling and intriguing



4. Tell me a story

A compelling and gripping story or your business adventure

A compelling story sells, and storytelling is a powerful sales and marketing tool. This is your opportunity to tell your story. Your authentic message is the top thing you’re about us page we should do. Audiences want to buy from brands that are looking for more than just to sell their products – brands that share the same core set of beliefs and values as the customers themselves.

Ask yourself:

  • What’s the story you tell when people ask about your business?  
  • Build a picture of who you are, and what makes you different.
  • Humanize your story and introduce failures and success in it.
  • Who are you? Show the person or people behind your website
  • What do you do, and how do you do it better? 
  • How can you describe makes your company special, and their core values? 
  • Move away from the boring list of achievements and make this about your journey bringing you to the point you are now.
  • Why should I buy from you and not from your competitor?
  • How long have you been established? What is your experience? Where are you based?
  • Leave out the jargon though, we are looking to connect with your audience, not alienate them.

Ultimately, try to tell a story, Make it personal and share why you are different, and the benefits to your audience. 


5. Use Video to tell your about story 

It can tell your story in an easy quick narrative

Video is a great medium to convey your message, and in a page full of text the video will shine through.

  • Use video to tell your story
  • Storyboard your video and work out how to pitch a compelling message
  • Make it about what makes you different
  • Make it about your offering
  • Use your voice and a real representation of who you are

Here is an Example of HubSpot’s story. The take away message from this is that they care, they are passionate, and they are real people.




6. Is that a fact? 

Facts and Stats work 90% of the time (*this is not a true fact)

Facts and Statistics, and quick bursts of information resonate with people, whilst also by placing you as an expert to show you understand a real depth of analysis about your area of business. They show your knowledge whilst telling your audience of your deeper understanding. Use them to break up your page to make it easy to digest . Make them true, and make them honest – and only include if they reinforce your point.



7. Show yourself

Images relate, evoke, and bring personality

Many struggle with images for the about us page. Photos of you undertaking your business can be good, they are easier for people to relate to you, give an impression of who they are interacting with, and a sense of the size of the company.  Photos catch the eye, and break up the text, but make them real, make them be of the people behind the other end of the website. Authenticity and reality sell – and can lead to long-lasting relationships, which is our goal! 

  • Make them honest, people appreciate it
  • They don’t have to be perfect, it is better if they are real
  • You already have the tools – your smartphone is suitable
  • If you are struggling, use a local photographer – they are experts
  • Capture you at work, interacting.
  • Represent the act of doing, as well as the outcome.




8. It’s really all about them, not about us

Show you understand their Pain Points and acclaim your Benefits

The content of your About Us page is there to build a relationship with your customer. It should address their concerns, how much value you place on your customers, and how you look to solve any problems they might have:

  • Talk about your benefits as a company.
  • These are the pain points that you are meeting or exceeding with your client.
  • Try to remove any we words and replacing with ‘you’ words.
  • Why people should do business with you.
  • What benefits can you or your product provide that your prospects will value?


9. You’re in good company

Testimonials and Reviews and Link to your Case Studies

How have you helped these companies? Can you link to case studies on your website? This works on several levels as it gives them to the ability to delve deeper into you as a company whilst keeping them on your website and linking to further content in your website to delve deeper. It also shows your solutions in use and what to expect.

Continue to build trust as a company by sharing the logos and links to companies you work with. The familiarity that your audience can recognise and understand who you are, who you work with, and the size of you as a company. 


10. How to make contact 

CTA’s all the way

Your Call to action must be prominent – Make it clear, and guide them to what you want them to do next. where do you want them to go to make contact?

  • Contact forms should explain the action you want them to make
  • Make it clear that this is the next step
  • Can you share something for them to take away? How about a guide to your area of business, tapping into their pain point?
  • Social Media – If visitors want to connect with you, you would find all this information on the about page. After all, this is all about you.
  • Consider sharing Where are you? Make it clear where you reside in the world. This builds an understanding of the physical, and builds some further trust.



In conclusion, I’ve broken down the different sections of about us page to make it clear how the story could be formulated through your page.

Hopefully this article has shown you what is possible within about us page, a heavily overlooked section of the website you can see your audience is looking to invest their time and understanding and wanting to know about you. Tell your story and engage with them. Show what you have to bring to the table, and how you can get them excited to want to make contact.
Spend time developing the story, telling your message and tailoring your page to make you stand out.


Useful Links and Additional Reading

Tools and resources that could be of help. 



Matt Rowan is a Designer based in the UK. With a passion for design, creativity and typography.
He has been working with clients big and small, creating Fonts, Identities and Brands for the past 15 years.
He is proud to support the companies he works with and see them develop and grow. Helping them understand who their client is and how to best speak to them.
Check out his portfolio and get in touch if you can see where he can work with you. From anything from web design, identity design through to for branding solutions and custom typefaces to help you stand out.

Craft Graphic

Matt Rowan is a Graphic Designer and Web Designer based in the UK. Read about him, and his design work at craftgraphic.com

Matt works with a wide variety of companies from start-ups through to medium and large size companies to support their branding and identity work. Our work has included customer type places for brands which have featured in a wide variety of formats from TV & film through to packaging and print.
Creativity is key to our work, but so is understanding the real problem I understand underlies the project. Every project starts with a conversation about how we can help where you want to be as a company.

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