Creating an ‘About Us’ page? 9 components you might want to include.

Your About Me/About page is the face of your brand. Besides the homepage, it’s arguably the second most visited page on your site. This is because people want to see the human side of your business and connect with what your company does. Building this relationship is critical to keep people engaged.

Browse the About pages of your favourite sites and consider how you feel about them. Are they inviting? Do they seem casual yet professional? Effective About pages balance the formal and informal to create a humanistic and relatable page. Let your personality shine by looking at these nine styles and real-world examples to help get you started.

Your History

How did you get here? What steps did you take to accomplish your goals, and what do you plan to do in the future? Including you and your company’s history shows the milestones you have passed to get to where you are today. This is a great opportunity to include an infographic with a timeline of your history.

Example: http://www.traderjoes.com/our-story/timeline/

Your Story

This is the place where you reveal your passions. You were driven by something to start this business and it’s time to share why. Visitors to your About page will acknowledge how you got to where you are today. In this section, feel free to use your voice to express your personality and get people closer to you. Your About page is not a cover letter, it’s a means of humanizing yourself.

Example: https://10barrel.com/culture/our-story/

Mission Statement

The mission statement is only one or two sentences long and sums up your goals. In just a couple short sentences, your statement packs a punch that shows your determination and dedication to what you do and why. If you think your mission requires more than a sentence or two, consider creating a manifesto. The manifesto is a longer mission statement and commands a call to action.

Example: http://www.fairoaksfarms.com/about-us/company-mission-statement/

Proof

You’ve already told them that you’re great, but now you need to back it up with evidence. Include any relevant statistics of your success rate or business failure stories or amount of clients who’ve used your services. Get creative with your content–provide testimonials, news articles, and other positive reviews that sing your praise. Some sites use simple stats, while others mix it up with compelling illustrations and calls to action.

Example: https://www.hardmoneyfirst.com/about/

Qualifications

Why are you reliable? You need to show your credibility as an individual and as a team. You don’t need to have a Ph.D to be an expert in your field, but you do need to explain why your qualifications are the best. If you’re not an expert in your field then express your passion and enthusiasm for pursuing your chosen topic. Be honest about your qualifications so that readers can trust you.

Example: https://thesolemates.com/pages/in-the-press/

Why Choose You?

Your About Me page is all about who, what, where, when, and why. This is where you make yourself relevant and show people you stand out among the rest. Depending on the type of site you run, this could be the statistical success rate of your business or the niche you fill through your lifestyle blog.

Example: https://www.nationalvanlines.com/why-choose-us/

Beliefs and Values

Describing your values is a way to keep readers involved. Write down the things that are important to you in regards to your business. This can be anything from describing your can-do attitude to your impeccable sense of intuition. When describing your values, always provide examples of how you’ve used these beliefs in real situations. Be proud of what your beliefs are and be honest about how you came to value them. Express your confidence and hold true to what you value most.

Example: https://www.northwesternmutual.com/about-us/what-we-believe/our-values/

Pictures

Show people who you are as a team. Take real, genuine photos of both your individual staff and your team together both in the office and at an event. Depending on the type of company you run you may include casual photos of your team members or take professional-grade portraits. For team photos, don’t hesitate to use fun photos of your team together at events. Authentic smiles and team spirit go a long way.

Example: http://www.communitytax.com/about-us/meet-our-team/

Contact Information

Your contact info should be easily accessible on any page that’s appropriate. Add your contact information at the bottom of your About page even if you already have a contact page. Some companies have their contact information at the bottom of every page.

Example: http://www.oovoo.com/about-us/

Your About page is an opportunity to connect to new readers and customers. Humanize your site and reach out to show you care to build a relationship with your followers.

Author Bio: Nicole Stelmar is a managing editor at 365 Business Tips, a website that provides businesses with everything they need to succeed. Nicole specializes in helping small businesses improve their digital presence through digital and content marketing.

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Nicole Stelmar

Nicole Stelmar is a managing editor at 365 Business Tips, a website that provides businesses with everything they need to succeed. Nicole specializes in helping small businesses improve their digital presence through digital and content marketing.