How to Craft an Authentic ‘About Us’ Page

When a potential client raises interest in your business, you need to convert them into customer as soon as possible. One of the most important elements of this conversion is your website. Among its numerous features that affect your lead generation, the ‘About us’ page demands special attention. If it’s crafted in accordance with some practical strategies, it will improve your traffic and your revenues. So, here’s what you should take into account when creating the ‘About us’ section.

What makes you the best choice?

When you’re conceiving the outline of your ‘About us’ page, you should think as a user, not as a business owner. By putting yourself in your customers’ shoes, you’ll have a neutral point of view (especially if you’re a footwear e-store). As a result, you’ll dodge the trap of making an ‘About us’ section that only serves as marketing leverage.

Contrary to that, you’ll come up with a wittily composed section that tells your prospective customers why your offer is valuable for them.

For instance, you can point out that you support a customer-friendly refund policy, which is a convenient way to win over new customers.

Also, giving special discounts on top-notch services or renowned brands to new customers is another great incentive for doubtful visitors.

Basically, the content of your ‘About us’ page should convince your potential customers that you’re the most affordable option in the market.

Highlight your originality

Highlighting your originality is the best way to show your potential clients that you make a difference.

First and foremost, enrich the ‘About us’ page with a few top-notch examples of your work. Logically, craftspeople will find it easier than the professionals that work in less tangible fields. For instance, managers and business owners could add videos and pictures from various business events they’ve attended.

Moreover, you should make a presentation with several videos from the most prominent events you took part in and show your visitors what extra value you brought to those occasions.

Apart from that, it’s extremely important that you present your best workers in the presentation in the ‘About us’ section. When your potential customers see that you encourage individual efforts, they’ll perceive your brand on an emotional level, as well.

Also, you can add a few striking photos that will illustrate the authenticity of your business. It can either be a photo of your best-selling product or a picture of your CEO receiving a prize for a special service or achievement.

A rule of thumb is to break the text of this page with the photos that will express your business originality.

Let the testimonials speak for themselves

Apart from the textual and visual part of the ‘About us’ page, this area of your website needs some testimonials. It’s up to you whether you’ll make a special page for all the testimonials or pack them all into the ‘About us’ section.

If your business is still a smaller one, you might not have too many testimonials. In that case, placing all of them in this part of the website is the best option.

As opposed to that, businesses that have been here for a while might have dozens of recommendations and references. If so, pick just a few that you consider most relevant and include them into the ‘About us’ page. Preferably, go for some well-known brands. It doesn’t have to be a global brand. A fruitful collaboration with a successful local business is also a great testimonial for your future clients.

Finally, let your contented customers give their opinion about your business. A survey conducted by Forrester Research showed that about 46% of people trust consumer reviews.

Wrap it into your own business story

When you see that a brand uses the form “since YYYY”, you probably consider that business a more reliable and trustworthy entity. In a nutshell, consumers are more likely to trust brands with longer tradition.

Therefore, if your business has been active for a longer period of time, you should emphasize that in the ‘About us’ page. For example, an IT-business that was founded ten years ago will benefit from stressing out its age. The last decade has seen the unprecedented growth of this field. That’s why highlighting your experience is a practical thing here.

On the other hand, running a small business for ten years in a niche that has a long history isn’t the best advertising tactic. For instance, a small home brewery can’t compete with big shots. However, what you can do here is rely on customer reviews, prizes in competitions and quality certificates. Adding all these elements to the ‘About us’ page is the best thing you can do.

Grasp the customers with a catchy headline

Now that you’ve completed the entire ‘About us’ page, it’s time to come up with a catchy headline. It should at the same time be a call to action and a memorable tagline.

Imagine that this entire page is a song and now you need to take the gist out of it, so as to present it to the public. Obviously, it should contain one or more keywords that reflect the nature of your business.

For instance, a Web design studio could go with something like “See how your website will look with our visuals”. In this example, you have the verbs “see” and “look”, as well as a closely related term “visuals”. You should add a few examples of the websites you’ve created, as well. That way, you’ll support this call to action with some tangible works of yours.


Your new visitors need to find out who you are and what you do in a matter of seconds. While your homepage should grasp their attention, the ‘About us’ page should tell them why they should choose you and not someone else. The tips provided in this piece will help you organize this section of your website in a more inviting and convincing way. Highlighting your authentic approach to business will convert your potential customers into loyal clients.

Mark Thomasson
Mark is a biz-dev hero at Invoicebus - a simple invoicing service that gets your invoices paid faster. He passionately blogs on topics that help small biz owners succeed in their business. He is also a lifelong learner who practices mindfulness and enjoys long walks in nature more than anything else.
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