Website Design Best Practices: The About Us Page
While your homepage is the virtual front door to your website, the “About Us” page is where you really get to tell your company’s story and make a strong impression on potential customers. Too often, this key page is an afterthought, quickly thrown together without much care or thought. However, a well-crafted “About Us” page is an important part of an effective website design that builds trust and credibility with your audience.
Keep It Focused on the Customer
The main purpose of your “About Us” page isn’t to recite your company’s history and accomplishments – it’s to help website visitors understand what’s in it for them. Avoid getting too self-indulgent or using excessive corporate jargon. Instead, make it clear how your products, services, and experience can benefit the customer and solve their problems.
Explain Your Mission and Story
While you’ll want to keep the copy customer-focused, do use the “About Us” page to briefly explain your mission, values, and unique brand story in a compelling way. This background information helps visitors understand what motivates and defines your company. It’s also a great place to highlight any special certifications, qualifications, or credentials that set you apart.
Add Faces and Personalities
Customers want to work with real people, not faceless corporations. Use the “About Us” page to introduce key team members with brief bios and photos. Give a look behind the scenes at your company culture. This humanizes your brand and helps build rapport and trust with visitors.
Format for Easy Skimming
Most website visitors don’t read “About” pages word-for-word, but quickly scan them. Break up the content into short paragraphs with clear subheadings. Use bulleted lists where appropriate. Sprinkle in images, icons, and brand colors to make it visually appealing and digestible.
Optimize for Search
Just like any other page on your site, take advantage of on-page SEO best practices for your “About Us” page. Research relevant keywords about your company, mission, and expertise to naturally incorporate into the copy. Use heading tags, meta descriptions, image alt text, and more to maximize discoverability.
Link to Key Content
Your “About Us” page is a great hub to showcase other important sections of your website that visitors may want to explore. Include navigation links to your services pages, portfolio, client testimonials, team bios, and other relevant content.
Keep It Updated
As your company naturally grows and evolves over time, make sure to revisit and refresh your “About Us” page to keep it current. Update team photos, accomplishments, and mission statements as needed. A stale, outdated “About” section is a missed opportunity.
While sometimes overlooked, a well-planned “About Us” page is an integral part of website design that can help increase credibility, establish your brand voice, and drive visitors further into your sales funnel. Follow these best practices to craft a compelling and optimized “About” section that gets results.
Conclusion
The About Us page is more than just a section of your website – it’s an opportunity to make a meaningful connection with your audience and leave a lasting impression. By following these best practices and crafting a compelling About Us page, businesses can effectively convey their story, values, and unique selling proposition, ultimately building trust, fostering loyalty, and driving success in the digital realm.
