Believe it or not, your About page is one of the most important, if not the most important page on your website. But why?

The About page is the place where you get to sell your brand.

about usAn About page can help to set your company apart from the competition. For example, many companies market themselves on price, but how many businesses stress their personality?

A lot of visitors that browse your website will be looking to strike up a long-term relationship. That means they will be looking for a company that is trustworthy, reliable and qualified. A company’s About page is crucial in giving a great first impression.

Make sure you know who visits your About page; it’s not just prospective clients and customers. Your About page will be of interest to all of the following people:

  • Job seekers
  • Journalists / Bloggers
  • Investors
  • Competitors
  • People who want to partner up with you
  • Your employees and their friends (who have more influence on your employee’s supplier choice than you would think)

Try to identify the most important groups, and then aim to provide the information they need.

Having recently updated our own About page, we wanted to take a closer look at the this topic. We’ve broken down our ideal About page into a five-step creation process. Let’s look at these elements one by one.

Step 1: Tell A Story

storyYour website’s About page offers an unparalleled opportunity to share the key reasons why your company exists.

Think of it like telling a story. When you were just 10 years old, you might have sold comic strips at school – hence your logical progression to becoming a graphic designer. Or, if you’re an innovator, perhaps you couldn’t find product x on the market, so you simply created it yourself.

Make your company interesting. Not only to your clients or customers like stories but also journalists and bloggers who are always looking for something different.

Step 2: Highlight Your Employees’ Best Assets

assetsEvery great About page includes some details about employees. Offering some information about the humans behind the brand will allow your potential client to feel instantly connected.

Employee profiles are a great opportunity to have fun with content, marketing and promoting your employees’ skills and personalities as a true asset to your company. If you’re careful, you can make this section both professional and light-hearted.

If you can, include a profile for everyone on your team. Don’t be tempted to focus too closely on the management; mixing profiles will make all your employees feel appreciated and equally important.

Step 3: Use Photographs


In order to catch your reader’s attention, you must use pictures. Interesting photographs will bring your business to life.

cameraRemember: on the web a lot of websites claim to be “real” businesses even though they are just a part-time, one person company. What these businesses can’t fake are real photos.

When including photos, don’t use stock photos. Use real ones, like pictures of your team members, your studio, your headquarters or an important event. Let photographs tell a story where it’s possible.

Step 4: State Your Goals And Objectives

goalsAll businesses have goals – whether they are to grow in size, take on more employees, sustain high service levels or expand into other markets. But some don’t actively publicize and market these goals.

By defining your vision for the business, you’re telling clients where you want to go and how they might play a part in getting you there. Make sure people know where you want to be.

Try writing an elevator pitch – a short, snappy sentence that describes exactly what you want from your business. Then place your mission statement front and centre on your company About page.

Step 5: Make Contact As Easy As Possible

contactAfter reading your About page, your visitor should (hopefully) want to know more about you. That means they’ll want to make contact right away. Make this as easy as you can.

Ensure that your contact details are published somewhere on the page, or position a clear call to action within your content. Make it absolutely clear how a visitor should get in touch and when you’ll be around to answer their message. You may also want to publicize your social media links.

More ‘About’ Page Tips

Hopefully this article will inspire you to work on your About page and breathe new life into the content.

As you review the five steps above, keep these tips in mind:

  • Take notes in meetings: what do clients want to know? Close the feedback loop: use these discussions to shape the About page content.
  • Do clients always ask the same questions? Do they have the same concerns? Providing a frequently asked questions (FAQ) section may help to capture some of those questions so that your visitor doesn’t need to pick up the phone to get the information they need.
  • Regularly review the contents of your ‘About Me’ or ‘About Us’ page to ensure the content reflects the current status of your company. After each update, ask another member of staff to proof read your changes.
  • Update the About page as soon as your business achieves something new, or when a member of staff gets a new qualification. Make sure you shout about everything that can be used as a positive selling point.

Here are some great examples of about us pages.

There is even a service that will “undullify” your About page:

If you have any further recommendation or questions, please feel free to leave a comment!

About Robert Brandl, BA (Hons) Munich University MUAS

robert brandl

Hi, my name is Robert Brandl, and I am the founder of Tooltester. I used to work in a digital marketing agency where I managed website and email marketing projects. To optimize my client's campaigns, I always had to find the optimal web tools. Tooltester (founded in 2010) opens this knowledge to you, hopefully saving you endless hours of research. If you have any questions, please leave a comment. You can also find me on LinkedIn.

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