Writing an About Us Page

No matter what industry you’re in, there’s one component of your website that’s absolutely critical: your ‘About Us’ page. Search engines love to see them, and readers love to connect with the people on your team. Here’s what you need to include:

  • A Little History: If your company is fairly new, play up your fresh ideas and cutting-edge techniques. If you’ve been around a while, talk about your experience and legions of satisfied customers. Either way, let us know where your company came from, but don’t overdo it. A paragraph is plenty.
  • Your Services: There’s no need to go into great detail on an About Us page – that’s what a Services page is for – but don’t forget to talk about your business in at least some detail. Your readers will start to think of you as an expert in your field.
  • Motto or Slogan: Your company is more than just a service provider. There’s some unique philosophy that guides your business, and this is a perfect place to share it. Just keep it short: no more than a sentence or two.
  • Area Keywords: For SEO purposes, it’s always good to include your service area as a key phrase. Moreover, you’ll connect more directly with your likely customers and establish yourself as a local expert.
  • First- and Second-Person: It’s called an About Us page, not an About (Company Name) page, and for good reason.  Use “we,” “us” and “our” to describe your company and “you” and “your” when addressing your readers. Inclusive language helps to build relationships with your customers.

Do all that in about 300 words, and you have another tool to help your company bring in and connect with customers.


Top of the Page

If you’re looking to hook visitors to your website, you’ll quickly run into a pretty serious issue: They have short attention spans. Amazingly, a high percentage of Web users don’t even bother scrolling down when they first visit a page. The only way to catch their attention is to make the words ‘above the fold’ count.

Here’s how you do it:

  • Attention-Grabbing Titles: This may be a question, a surprising statement or just a catchy phrase, but do something to set your content apart from the rest of the Internet.
  • Lists: Try sneaking the first item or two of a list above the fold. Once visitors see the beginning of a list, they’ll want to read to the end.
  • No Fluff: Avoid filler phrases such as “for all intents and purposes.” Trim down wordy constructions: “In our opinion” becomes “we believe.”
  • Informative Content: Since you’re not using filler, you’ll need to fill the top of the page with actual information. This isn’t the place for in-depth descriptions, though: Hit each point quickly and move on to the next one.
  • Make it Perfect: It’s cliche, but you really don’t get a second chance to make a first impression. Those first words your customers read need to ooze professionalism, so make sure they’re well-written and error-free.

Filling your website with high-quality content is great, but it’s meaningless if your visitors never actually see that content. Pay extra attention to the top of the page, and you’ll encourage as many as possible to keep reading.