Does Your About Us Page Do You Justice?
Many SMEs miss a trick by not giving enough attention to their About Us page, often treating it as a standard add-on rather than realising its true selling potential. Some businesses even skip it altogether! However, with the vast majority of UK SMEs found in service industries, businesses need to use every opportunity to distinguish themselves from the competition.
While most marketing professionals agree that an About Us page is a vital part of any website, there’s often disagreement on how to make the most of it. The two common mistakes many SMEs make are either not devoting enough thought to the page or simply copying their mission statement—which often lacks personality and doesn’t say much about the people behind the business.
Why Your About Us Page Matters
Done well, your About Us page can provide several benefits:
- It can set you apart from competitors offering similar products or services.
- It provides space to sell yourself more completely and possibly ‘seal the deal’.
- It offers the opportunity to clearly display your credentials and experience.
- It allows you to bring your personality to the fore—people buy from people!
How to Write an Eye-Catching About Us Page
Unfortunately, it’s easy to end up with bland content, especially when writing for the web. Many About Us pages fall flat because they lack personality and power. Yes, customers want to know that you have the experience and credibility to provide the service they need, but they also want to know that you’re a real person or team behind the business.
If reading your About Us page puts you to sleep halfway through, it’s probably time for a rewrite. There are plenty of engaging things you can include:
- Your professional experience and qualifications.
- Where you came from and where you’re headed.
- What motivates you and why you love what you do.
- How your business started and what inspired you to create it.
While your main content pages may focus on industry-related information and language, your About Us page should convey something different. Aim for a more conversational tone—imagine you’re at a party, explaining your business to someone, rather than writing a dry, bullet-pointed corporate biography.
Inject Passion and Personality
Your About Us page needs to reflect your passion, pride and personality. If you’re not enthusiastic about your business, how can you expect visitors to be? This page doesn’t need to be a simple text exercise either. You could post a video where you talk about your company or even invite staff members to share why they enjoy working with you.
The trick to a great About Us page is to put as much effort into it as you do with your other content. If your About Us page doesn’t add value or personality to your website, there’s little point in having it at all. But avoiding it altogether means missing out on a valuable opportunity to showcase your personality, ethos and connect with your audience on a personal level.
Make It Count
People buy from people, and your About Us page is the perfect place to increase your visibility and bring your business to life. Don’t waste the chance to create a genuine connection with potential clients—it could make all the difference in setting you apart from the competition!
