“About Us”: The Most Important Page No One Gets Right (and How to Fix It)

Woman with laptop raises arm in celebration. Text says: Create the perfect About Us page with these 4 tips.

Public Service Announcement!

Your "About Us" page isn't just about you. It's about your clients.

If you want to get the most mileage out of this critical page, you need to switch gears. You need to write your About page with your target audience in mind.

This is where most businesses mess up and completely miss the mark. But with these 4 expert tips you're about to learn, you'll be able to make your About page truly remarkable.

1. Identify Your Target Audience

The first and most important step to writing a stellar About page?

Identify your audience.

That means researching, thinking, and developing a persona for who your target audience is. Think about the needs of your clients—what challenge do they face that you can fix?—and what you can do to serve them best.

Ask yourself questions like:

  • What does your audience need? Why do your customers come to you?
  • What solutions have they already considered or tried?
  • What did your target audience dislike about those experiences?
  • What can your brand (and the solution you’re proposing) do to solve the problem better than all others?

2. Describe Your Company’s Values

Today’s consumer wants to know who they are doing business with and are becoming more and more interested in an organization’s ability to commit to ethical business measures.

Your About page is the ideal candidate to showcase your company’s values. These can include:

  • Your stance on environmental sustainability
  • Vision and mission statements
  • Community outreach initiatives
  • Which client supports you have in place
  • Commitment to diversity and inclusion

When defining your values, don't forget to think about your audience. What values do they have, and how can you incorporate those into your own? How can you build trust and prove your brand's worth?

3. Don’t Drone on About Your Accolades

As tempting as it may be, flooding your About page with a long-winded list of accolades is a poor decision.

Sure, you can certainly include a list or graphic display of your accolades and awards. But don't make them the centerpiece. After all, those awards don't tell us who you are. They're the fruits of your labor—the results of your hard work, not your hard work itself.

If your About page is an endless stream of accolades and awards, you risk losing everyone’s interest.

Instead, provide your readers with the meat and potatoes they really came for. Design your About page content to show your audience:

  • How you plan to match their high expectations
  • How you overcome challenges
  • How your brand complements their values
  • How you’ve stepped up to generate exceptional results for previous clients

4. Aim to Explain Benefits and Avoid Talking About Features

There is a time and a place to talk about all the features you offer.

Your about us page is not the place to do this.

Instead, focus on painting a picture of how your brand can confidently offer benefits that are exclusive to working with you.

This can include:

  • How you go above and beyond your competitors
  • What you do to improve the lives of your clients

Keep in mind, you’re crafting this page to convince your target audience that your business is the best fit for them. No one has time to read a lengthy text, so keep it short and to the point.

We’ve given you the 4 ingredients you need to create a killer About page. Now, we turn it over to you.

Got your own tips to share? Found these suggestions useful? Let us know in the comments below.

And if you're looking for some professional help marketing your business, LinkNow has you covered.  As North America's leading small-business marketing specialist, we develop conversion-driven content to build your web presence, grow your audience, and drive clicks and transactions.

Call us at 888.667.7186 or email website@linknowmedia.com to book a free consultation.

John Wickham

Author: John Wickham

About John Wickham

John Wickham is Senior Content Writer and Strategist at LinkNow Media. An SEO expert, he writes to empower small-business owners by giving them the information they need to market themselves. His love of the written word is matched only by his love of ancient history, as well as the semi-colon.