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

by WarriorForum.com Administrator
3 replies
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.
#don’ts #dos #page #winning #writing
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  • Profile picture of the author Talent ISL
    Giving too much content on the About page is not a good idea.
    But instead of adding lots of content, you can include a list of links.

    Here are some of the links you can include on the About Page.

    1) If you are a service based business, include link to Team Member profile
    2) If you have multiple products, give links to featured products, latest products etc
    3) Include links to Contact, Support, FAQ pages
    4) Links to FB, LinkedIn, YouTube Channel etc
    5) Links to Press release, News or articles about your service/product.
    6) Mention names of a few trusted clients or their Testimonials
    7) Include link to a squeeze page offering a free report/coupon code for visitors.

    Hope this helps,
    Ali.
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  • Profile picture of the author iDigMark
    This is valid and will keep being valid for years to come. Especially that part that emphasizes hiring a copywriter. DONT WRITE YOUR ABOUT US YOURSELF. HIRE A COPYWRITER
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    • Profile picture of the author N1coleW
      I don't agree with you. Nobody can't present a company except its workers, who know how this info should sound, what should be highlighted, main values of the company. So, copywriter can make the text looks better, but the main poins have to be writen by the employees
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  • Profile picture of the author AndersSilva
    As someone with experience in creating About Us pages, I don't agree with advice given in this thread. The whole "don't use We, use You" deal makes no sense in the context of an average About Us page. The person looking at this part of your site isn't there to look for answers. If they are, then the rest of your site is downright terrible.

    The About Us page should offer a brief history of your company, with the most notable details sitting front and center.

    As TalentISL stated, you can use links to populate the About Us page, and it can look something like this https://www.brembo.com/en/company/about

    There is literally no reason to sweet talk the potential customer in this section of the website. You've got your landing pages, product pages, blog content and other places to do exactly that.
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