Eight Dos and Don'ts for Writing a Winning About Us Page

A new article on Search Engine Journal says that writing an About Us page is more about the end-user than your organisation. Here are eight do's and don'ts of writing an amazing About page.



The author says that today's consumers want to know exactly who they're doing business with; in fact, 86% say the societal role of companies is changing since the pandemic, and 62% have stopped buying from companies whose values do not align with their own.

His guide covers who and what your About page is really about, plus the most important dos and don'ts of creating a winning About Us page:

Do Research Your Target Audience: Market research will inform your brand's keyword strategy, Unique Selling Proposition (USP), brand voice, and so much more. Without audience research, you are simply making guesses about what your audience wants and needs.
Don't Ramble on About Your Backstory: The history of your brand is interesting to an extent, but this is not of the highest importance to your target audience. They want to know less about where you came from and more about how you are moving forward - specifically, how you are going to help them in the future.
Do Use "You" and Not "We": Users go to your About page to learn more about how your brand can help them. If you spend most of your About page saying "We do this..." and "We do that...", you can easily lose a user who is digging for information on how you will serve their needs.
Don't Ramble on About Your Backstory: The history of your brand is interesting to an extent, but this is not of the highest importance to your target audience. They want to know less about where you came from and more about how you are moving forward - specifically, how you are going to help them in the future.
Do Use "You" and Not "We": Users go to your About page to learn more about how your brand can help them. If you spend most of your About page saying "We do this..." and "We do that...", you can easily lose a user who is digging for information on how you will serve their needs.
Don't Focus on Features: Save the features of your product or offer for your product and service pages. Your About page is about hitting on the benefits of what you offer and how you can improve your customers' lives. There is tons of research on the perks backing this recommendation to focus on benefits versus features in your content marketing. Your About page presents a great opportunity to cover the perks of working with you, the results you generate for clients, and how you outshine competitors.
Do Share Your Company Values: Company culture is invaluable to any organization's success - not only internally but also in how they serve their customers. And with more companies taking part in diversity and inclusion initiatives, customers are becoming even more tuned into how brands show their commitment to ethical business practices.
Don't Include Too Much Content: It can be tempting to write a massive About page that covers the full history of your brand, who it serves, accolades, etc. Try to avoid including too much superfluous content on your About page. Instead, speak to the key takeaways you found during your market research, hit on the main benefits of your offer, and share your company values.
Do Hire a Copywriter, If Possible: Writing about yourself or your brand can be difficult. In fact, even as a content writer myself, I employed the help of another writer to help me write my About page. I am simply too close to my own brand. A professional copywriter will be able to make sense of the market research and craft a brand narrative that speaks to your target audience.
Don't Forget About User Experience: How your About page looks also matters. User Experience (UX) is a key consideration in how you create your About page, so it is easy to navigate by users. Include a clear headline at the top of your page, add organized content sections, images, and calls-to-action throughout. Make sure your page is optimized for mobile and loads quickly so users can find what they are looking for, fast.