The people who visit your website’s About Us page are often prospective customers. They are looking for reasons to trust you before they buy your products or services. Many want to see the people behind your business and decide whether you are worth their time and money.
They may also want to know who runs the business, where you are located, your values, and what makes you different. In short, visitors look for answers about your company size, structure, and how long you have been operating. Here’s how to write the perfect About Us page for your business website.
Knowing how to cover these points helps you impress and win over prospects. Since this page lets you highlight your strengths, it is worth getting right. Below, we share clear steps to present your brand in a way that builds trust and attracts qualified leads.
How To Write The Perfect About Us Page for your business website
- Avoid Hype, Use Facts
- Make People Trust You
- Always Keep The Audience In Mind
- Tell Your Brand Story
- Be Specific
- Get A Little More Personal
How To Write The Perfect About Us Page for your business website
1. Avoid Hype, Use Facts
Your About Us page should differ from your Home page. Visitors do not want a long history lesson or empty claims. At the same time, avoid sounding like you are bragging. Aim for a clear, honest middle ground.
Think of this page as a short resume for your business. It should highlight what you do well and how you help customers. Rather than using hype, focus on real outcomes and facts. For example, explain how your product improves results or saves time.
You can also share how long you have been in business, the problems you solve, and a few real wins. These details answer common questions and help readers see your value quickly.
2. Make People Trust You
In the past, many sales happened face to face. People could judge a business by meeting the team in person. Today, most first impressions happen online.
As a result, your About Us page often introduces your business to new visitors. This makes it one of the most important pages on your website. It should feel clear, honest, and reliable.
While it helps to highlight what makes you different, trust matters more. Start by sharing your physical location so people know you are real. This simple detail helps visitors feel more confident about doing business with you.
3. Always Keep The Audience In Mind
When you write your About Us page, think about who will read it. Consider their needs, goals, and challenges. You might be speaking to a first-time mum, an IT professional, or a senior citizen.
Each audience has different expectations. Therefore, tailor your message to the people you want to reach. Make your content relatable and easy to follow. Use simple language and speak to their goals.
As a result, readers are more likely to feel understood. This connection can guide them to take the next step with your business.
4. Tell Your Brand Story
People connect with stories. If your business started with a personal idea or challenge, share it. Stories help humanise your brand and make your message more memorable.
Motivational speakers often use stories to inspire action. In the same way, your About Us page can use storytelling to build a stronger bond with readers. This winning approach helps people see the purpose behind your work.
Here’s an example:
A woman who runs a bridal clothing store grew up admiring wedding dresses. She loved the magic of seeing brides transform on their special day. As a child, she played with dolls dressed in handmade gowns, often sewing with her mother.
Later, she studied fashion and focused on bridal wear. Over time, she built a business around helping women feel confident on their wedding day. When shared with photos on her About Us page, this story helped visitors connect with her journey.
Stories like this add a human touch and move away from dry corporate language.
E-commerce for Small Businesses suggests using a storytelling style instead of a resume format. A good story sparks emotion and helps people relate to your brand.
When you share your story in this way, it:
- Helps readers picture your journey
- Makes complex ideas easier to understand
- Creates unique, personal content
- Makes your page more engaging to read
5. Be Specific
Think about how you answer customer questions in person. Clear details help you sound honest and believable.
For instance, if your product saves energy or lasts longer, share simple figures. You might estimate yearly savings or expected product lifespan. These facts help people see the real value you offer.
If your business is new and lacks testimonials, focus on your goals. Explain how you plan to meet them and serve customers well. Specific details build trust and set clear expectations.
6. Get A Little More Personal
Some businesses write in the third person. This can feel distant, especially for small or privately owned companies. Since owners often approve this content, a first-person voice feels more natural.
Avoid stiff, formal language. Instead, write as if you are speaking directly to one person. A friendly, conversational tone helps readers connect with the person behind the brand.
You can still stay professional while being warm and open. Share your passion for what you do and why it matters. This balance helps your About Us page feel genuine.
Try to picture one reader as you write. Even though many people will visit your site, each person reads it alone. Speak to them directly, using phrases like “we offer you” instead of “we offer our clients.”
Learn To Create A Killer About Us Page That Wows Prospects
Many eCommerce About Us pages focus too much on the business. However, strong pages focus on customer value. They show why someone should choose you and how you solve their problems.
In addition, your About Us page does not need to be complex. Keep it clear and honest. Explain what you do, how you do it, and why it matters. As you write, let your human side come through.
A touch of emotion can help readers connect with your story. When your message feels real, people are more likely to trust you. That trust helps you stand out and build long-term relationships.
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