Your website’s “About Us” page often gets relegated to the backburner. It can feel like a chore to fill with dry facts and figures. But what if I told you this page could be a secret weapon?

A well-written “About Us” page is a chance to connect with your audience on a deeper level. It’s your chance to tell your story, showcase your passion, and build trust and truly connect to ideal clients. Here’s your guide to crafting an “About Us” page that shines:

1. Start with Your Why:

• What problem are you solving?
• What inspired you to create your business?
• What makes you tick?

Sharing your origin story helps visitors understand your purpose and connect with you on an emotional level. It can also be a great opportunity to show that you understand what “problem” your client is looking to solve with your services or expertise. Ask yourself, what need do you fulfill for your dream client?

2. Show, Don’t Tell:

Don’t just say you’re passionate or innovative. Weave those qualities into your narrative. Bonus: Add in SOCIAL PROOF! Include some great testimonies from past customers or clients that speak to your qualities, skills, and what it’s like to work with you.

3. Highlight Your Values:

What are the guiding principles behind your business? Do you prioritize sustainability? Exceptional customer service? What can you guarantee someone can expect when they work with you? Don’t overpromise here, but make it clear what you stand behind in your business practices.

4. Meet the Team:

Put faces to the names! Short bios with photos can add a personal touch and show the expertise behind your brand. No matter what your brand voice is, keep this part more personal and conversational. Feel free to have a little fun with it.

5. Keep it Engaging:

Don’t write a novel! Use clear, concise language and break up text with visuals. A touch of humor or personality can go a long way. Always remember UX – make it easy to engage with, easy to follow, and easy to find whatever page site visitors might want to go to next from here. Think of your ‘about page’ like the type of conversation you would want on a date – NOT a job interview. It should highlight your skills and personality, yes, but it should also engage the website reader! It should still be about them.

Bonus Tip: Craft a Call to Action!

Don’t let your visitors just passively consume information. Invite them to subscribe to your newsletter, follow you on social media, or learn more about your services. Find some helpful CTA examples, here!

Remember:

• Focus on your target audience. What do they want to know? What information are they seeking? What is their biggest pain point?
• Be authentic. Let your brand personality shine through.
• Proofread meticulously! Typos scream unprofessionalism. It’s also helpful to read your copy out loud to someone else and see how they react to your words.

By following these tips, you can transform your “About Us” page from a snooze fest to a strategic storytelling tool that fosters trust and connection with your audience. Now get out there and write an “About Us” page that makes you proud!

Need some extra help with writing your website? I offer custom copywriting packages. Reach out today to learn more and see if we are a match made in copywriting collab heaven.

Written by Carrie Bondioli, CEO of Bloem Creations, Web Designer & CopyWriter

Bloem Creations is a web design studio and copywriting service based in Eugene, OR and specializes in serving creative small businesses and entrepreneurs throughout the Pacific Northwest and beyond.