The Hidden Power of Your “About Us” Page - And What it Can Mean for Your Business

The “About Us” page of any website is generally one of the most hastily-thrown-together pages in the whole website infrastructure.  Often nothing more than a quick mission statement and a company logo with some background history - the About Us page can be terribly misleading. 

The fact is - About Us should be more like About Us - And What We Can Do for You!

Let’s look at it from a customer’s point of view.  When someone clicks on your About Us page, it’s true they’re interested in learning more about your company - but - they’re more interested in knowing what it is about you that makes you the only logical choice to do business with!

And before you start looking to corporate web pages for examples of this in action - they’re just as guilty of overlooking the About Us page and turning it into a dry, lifeless pitch as even the humblest Mom and Pop business web site.

Here are just a few ways you can add some spice and flair to your About Us page while still answering your customer’s questions and addressing their need to learn more about you:

1. Let your personality shine - One of my clients, Tonya Haynes at Scented Splendors, goes so far as to introduce her “family” - including her husband, two children, a horse, a dog and seven (!) cats!  Her personality comes through as relaxed and comforting as the primitive-style scented candles she makes. 

2. Be your mission statement - Tell your company’s story, how you came up with your company name, where you started.  People love stories that take even the mightiest company back to its “roots”.  Show your mission statement in everything you do - including your about us page.

3. Highlight your staff - The people who help make your company stand out are important - so share their photos (with permission) and a brief bio about them that’s fun, unique or enlightening.  Coffeecup software does this on their about us page and it makes the whole company seem much more personable.

4. Give a tour - Google does this by showcasing its employees at work and at play in the Googleplex.  Don’t be afraid to show your customers where you do your best work!

With these tips in mind, you’ll be well on your way to having an About Us page that not only shares a bit of your personality and flair, but also gives your customer peace of mind in knowing that you’re a “real” person with a “real” company behind the website.

Above all, have fun, be creative and don’t forget the core reason you’re in business in the first place - the customer!

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