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Your About Us Page: Unlock its Power With 5 Tips to Engage Your Audience

How important do you think an About Us Page is?

I recently mentioned on my social media that I get put off by websites without an About Us Page, I like to know who I’m doing business with. So, I looked at my own website stats and realised I’m not alone as my own About Page is my second most visited page.

I was told, by some Web Developers in the know, that this isn’t at all surprising. Not only do many people think like me, but also (or perhaps because of that) search engines prioritise About Us Pages in searches.

So, what about you? How do you feel about your About Us page? Is it informative and compelling?

This is a chance to tell your story, demonstrate your values, and connect with your target audience. In this blog post, I’ll share 5 tips for creating a compelling story that will unlock the power of your About Us page.

Why is Your About Us Page Important?

As I’ve already mentioned, your website’s About Us page is likely to be one of the most visited pages. It is where potential customers go to learn more about you – your business, your team, and your values. A well-written About Us page can help you establish trust, build credibility, and differentiate yourself from competitors. All good right!?

An About Us page can also help you improve your website’s search engine optimization (SEO). Including relevant keywords and linking to other pages on your site, helping search engines understand the context of your website and improving your rankings.

So, how do you make sure you get your About Us page right?

1. Understand Your Target Audience

I’ve said it before, and I’ll say it again – before you start any writing, it’s important to understand your target audience. Who are they? What motivates them? What do they struggle with? By understanding your audience, you can tailor your message and tone to resonate with them.

Think about:

  • Their occupation and preoccupations; think of all the things that take up their time and how they feel about them.
  • Their resources; time, money, network – how much of these do they have and what do they need more of?
  • What causes their concerns or worries?
  • What are their values and beliefs? Think about those things which mean something to your audience.

With a clear picture of who you are talking to and what their concerns are, you can start work on an About Us page that engages them and shows why you are the answer they’re looking for.

2. Tell Your Story

With your About Us page, you want to tell a compelling story that’s engaging, informative, and authentic; most importantly it needs to resonate with the audience you’ve just been thinking about.

So, why is your story relevant to those who are reading it?

  • Were you once where they are now? – Can you show them how you moved on from that difficult place?
  • Has your vast and complicated experience given you insights your people need? Information they’d struggle to find themselves and a perspective that makes you unique?
  • Maybe you’ve just always had a love and talent for this thing they need, something that means you’ll support them with a necessary job they struggle with (✋ writing anyone?).

So tell your story with honesty, showing people who you really are and giving them an opportunity to decide if you’re someone they can work with. It’s not about shouting your achievements but showing off your value.

3. Use Visuals

If this is the place people are coming to see who you really are, you can see why visuals will be so important to enhance your story and make it more engaging. Include photos of you, your team, your office, and things going on behind the scenes.

You might also use videos, infographics or illustrations to help demonstrate your brand’s story.

4. Avoid These Common Mistakes

When putting your website together, there are some common mistakes to avoid, such as:

  • Not Having an About Us Page – Maybe you don’t think it’s important for people to know who you are, maybe you don’t want your website to be too big, or maybe you’re actually trying to hide; but – in a world where you’re very unlikely to be the only person doing what you’re doing – YOU might be what makes the sale.
  • Focusing on Your Products – Yes, there is a place for you to talk about how you work and why, but this page is about your difference and how that feels for your customer.
  • Using Jargon or Buzzwords – The language on your About Us page should reflect you, not a bland, generic idea of what someone in your industry looks like.
  • Neglecting Design and Layout – It’s true for your whole website but particularly your Home and About Us page, the design must reflect your branding, be engaging and easy to read. This is your story, you don’t want to lose people.

5. Include a Call-to-Action

Your About Us page should include a call-to-action (CTA) that encourages visitors to take the next step. Whether it’s signing up for your newsletter, following you on social media, or contacting you for more information, make it clear what you want visitors to do.

Let’s Talk About You!

Your About Us page is an essential part of your website, helping you build trust, credibility, and connection with your audience.

By following the tips outlined in this blog post, you can create an About Us page that engages people. Remember to focus on your audience, be honest, highlight what sets you apart, use visuals, and include a call-to-action.

Let me know what you think, have I missed anything? Do you judge other companies by their About Us page? And how do you feel about yours? I’d love to hear from you so comment below, or get in touch.