How to design a great 'About us' page

Whether you're starting from scratch or revising your “About Us” page — which is in need of a little TLC — you can take it from forgettable to memorable by incorporating these tips.

The “About Us” page is one of the most important elements on a company's website and also one of the most undervalued. It is also the section on your website that has been collecting virtual dust because you haven't bothered to read it since you first wrote it.

You may not be paying it much attention, but visitors to your site are. And considering that your “About Us” page is where the world clicks to learn about your company and the products you offer — it can mean the potential loss or gain of a customer! It deserves a little more consideration and a lot more respect.

"Most of our clients don't realize how much their About Us page is visited. It's among the first three pages consumers go to when they visit a site. Online shop owners are so focused on the design of their site, their products, and how they're going to market them that they simply overlook it. It's an afterthought.

Make the Human Connection on your “About Us” page

The primary purpose of your site's About Us page is to provide information about your business and what it can deliver. It should include the basics, such as who your company serves, how long it's been around, and its long-term goals and mission. Don't forget to include your address. And if your company has multiple locations or does business globally, this is the perfect place to mention that information, or at least link to a page on your site that does, such as your Contact Us page. But don't stop there, which is a mistake a lot of businesses make. What good is a stale, unoriginal, and downright boring About page?

Spicing it up is easier than you think. By incorporating a few strategic components, you can go beyond the yawn-inducing jargon. Simple tactics can make your About Us page a more exciting read and your company seem more accessible. It can ultimately drive business and increase sales. Avoid writing a soliloquy — too much text is a turn-off — and focus on connecting with your site visitors.

For example, task your employees to write their own bios for your About Us page. In addition to providing a snapshot of their professional history, ask them to include personal information, such as hobbies or their favorite activities even set up links to their blogs and personal websites. This might also be a good place to include e-mail addresses for your staff. Readily available contact information shows customers that you want to hear from them and that you have nothing to hide.

The About Us page needs to reflect the organization. It's the story of how a company started. But, it should also be the story of who's behind it. Is the CEO an avid skier or a yoga guru? We're no longer in the world of B to B (or business to business); we're in a world of P to P (people to people). Relationships are the name of the game.
Your clients want to know you, like you, and trust you.