What to Include on the About Page of Your Website

Before we even get started here, I want you to feel confident about adding an About page to your website. Many business owners come to me with this page missing from their site because they don’t want to talk about themselves, don’t want to share photos of themselves, or just don’t think it’s necessary.

Let me tell you now, it is important, and you should not feel nervous about including it. Your About page is how you show up for your customers and clients, so think about how you show up in person. You don’t need a makeover, but you do need a polished look that reflects you and your business.

Plus, there’s another benefit to including an About page - it helps boost your SEo to help more people find you in search engines. The additional context the About page gives is great for helping search engines like Google understand who to show your website to.

So let’s work our way down the About page in a sensible order.

Creating a compelling About page is essential for small and medium business owners looking to build trust and connection with their audience. For many potential customers, this page is their first stop when they want to learn more about the people behind the brand. In this blog post, I’ll walk through the key elements you need to include on your About page to effectively convey your brand story.

What I also want you to consider as you draft this page, is how it applies to and helps your ideal customer - then try to speak directly to them in your copy.

Introduce yourself

Start with your story and introduce yourself or the founders. Share how your business started, what inspired you, and the journey you've been on. People love a good story, and it helps humanise your brand. Keep it authentic and relatable. For example, if you started a handmade jewellery business from your kitchen table, share that passion and the milestones you've reached along the way. Share your vision for the future. Where is your business headed? What are your goals and aspirations? This gives visitors a sense of your long-term commitment and can inspire them to be part of your journey.

Brand Values

Clearly stating your mission and values gives you an opportunity to share what makes you unique. What drives your business? What principles do you stand by? This helps potential customers understand what you’re all about and why they should support you. Be concise but meaningful. For instance, "Our mission is to provide eco-friendly products that make a positive impact on the planet."

Team Introduction

Introduce your team by sharing photos and brief bios of the key people in your business. This adds a personal touch and helps build trust. Highlight their roles, expertise, and even a fun fact or two to make them more relatable. If you’re a solo entrepreneur, talk about yourself and any collaborators you might work with. Thgis is also a great pleace to talk about what it’s like to work with you.

Achievements and Milestones

Showcase your achievements and milestones. Have you won any awards, reached significant sales goals, or been featured in the media? Highlight these accomplishments to build credibility and show that your business is recognised and trusted by others.

Qualifications and Experience

This allows you to back up your credibility by sharing relevant qualifications and experience. This could be by means of logos, or succinct text outlining your achievements.

Customer Testimonials

Incorporate customer testimonials to provide social proof. Share quotes from satisfied customers and link to detailed reviews or case studies if possible. This helps reinforce your reliability and the positive experiences others have had with your business.

Call to Action (CTA)

Include a clear and inviting CTA on your About page. Encourage visitors to take the next step, whether that’s subscribing to your newsletter, following you on social media, or exploring your products and services. Make it easy for them to engage further with your brand.

Visual Elements

Use high-quality images and possibly videos to make your About page visually appealing. Include photos of your team, your workspace, and any behind-the-scenes shots that give visitors a glimpse into your business. Visual content can make your story more engaging and memorable.

Conclusion

Your "About Us" page is more than just a background story, it's a powerful tool to build a connection with your audience. By including these key elements, you can create a page that resonates with visitors and turns them into loyal customers. If you need help updating your website, I’m always happy to help, we offer design days for updating and making over existing websites. Or, if you want to start something new, you can explore our website design options.

For more tips on website design and digital marketing, follow along for more. I’ll be sharing regular updates and inspiration to help you succeed in your business journey.