8 Tips for writing a good 'about us' page

You use the page to distinguish yourself from the competition. This way you can convince all those doubters to buy a product or service from you and not from those jerks down the road.

But what should you say at "about us" (or "about me" in the case of freelancers)? How do you influence your visitors in a positive way?

Tricky questions, but with these 8 tips for writing a good "about us" page, you'll soon be on the right track to getting more conversions from it!

Before we begin...

Before we begin, remember one thing: the "about us" page is not about your products or services, but about you and your business.

Your visitors are already interested in your product or service, and now they want to meet the people behind the company. After all, people prefer to do business with people they know (or think they know).

Therefore, also show yourself and don't write about your products or services, okay?

Tip 1: The personal touch

The "about us" page is a personal page. Therefore, use a personal voice there. On the rest of your website, there is plenty of room for business language and jargon.

Write in a conversational way, preferably in the I or we form and address your visitors. That's already a first step in establishing your company as a person.

Tip #2: Literally show yourself.

People like to know who they are dealing with. Therefore, it is advisable to include a good photo or video of yourself or your employees. This way, you give your company a face, which makes it easier for visitors to make an emotional connection with it.

Plus, by showing yourself, you come across as a lot more trustworthy. So get rid of those stock photos or pictures of your office building (no matter how beautiful it is).

Tip 3: Put the visitor first

That may sound silly, because after all, the "about us" page is about your company. Still, you would do well to put the visitor, and more importantly his or her needs, at the center.

Addressing those needs of your target audience shows that you understand your visitors and their questions, problems or challenges, and then you can present your company as the solution to them.

So communicate clearly what your added value is.

Tip 4: Be honest

Many self-employed or freelancers, in order to be taken seriously, make themselves bigger than they are. This is not necessary at all. Because every disadvantage has its advantage, to throw in a Cruijffian saying.

For example, do you have a small business? That may mean that you are more flexible and can more easily establish an intimate relationship with your customers. Or that it means your clients have a single point of contact for all their problems. That can be just as much of an added value for clients.

So be transparent and honest, but in doing so, show your visitors exactly how they can benefit from your company's features or characteristics.

Tip 5: Be specific

Many people use claims in their about us page. Not a bad thing, because you can very well convince people with them. But then you have to get it right.

The most important thing when using claims is to be specific. No generic statements like "the best service" or "the best quality.

Show how you provide the best service. What makes you better than others. Or what it is that makes your products the very best quality. Mention numbers if you have them (stay honest, see tip 4). The more specific, the better.

For example, does your product save time? How much time exactly? And what could your target audience do with that time saving?

Another example: with the application of these tips, your about us page yields an average of 37% more conversions. That's much more effective than just getting better.

Tip 6: Let others have their say as well

I wrote about it in a previous blog: reviews are incredibly important for convincing people. You can also use that when writing your "about us" page.

You can give your arguments extra strength by having them confirmed by others. Or by having them told at all by others themselves. That shouldn't be too difficult if you have a number of satisfied customers.

Tip 7: Tell a story

Challenging stories create a better memory of for stronger associations between certain values and your company.

So wrap your "about us" page with your mission, vision and history in a good story. A story in which you tell what drives you and why you do what you do. One that captivates your visitors.

In doing so, it's best (for the sake of the story!) to adjust the truth a bit. After all, it's much more fun to read about how an old wise man on his deathbed told you a secret and you started this business as a result, than it is to read about how you just couldn't sleep one night.

Tip 8: Call-to-action

The call-to-action on the 'about us' page is perhaps the most important element. And yet it is often forgotten.

Your visitors are, if all goes well, completely intrigued by your story and you've made them well pleased with all the benefits of partnering with your company. And then...

Nothing.

This, of course, is not helpful. Therefore, always end with a call-to-action.

After reading the "about us" page, what do you want the visitor to do? Contact us,request a quote? Move on to another page? Then give your visitors the opportunity to do so immediately and direct them to do so.

That's all, folks!

The above tips will hopefully help you write an original, fun and most importantly effective "about us" page.

Are you really lacking inspiration? Then feel free to Google good examples from the "about us" page and you'll soon find plenty of cool stories that can give you a nudge in the right direction.

Think you already have a good page and want me to take a look at it? Or would you like some additional advice and/or ideas? If so, feel free to contact me.

I would be happy to help you. Completely without obligation, of course.

This article was written on July 13, 2020 and updated on June 22, 2023.