When was the last time you really thought about your “About Us” page? Be honest—was it after you wrote a rushed paragraph that checked off a “must-have” box on your website to-do list?
Many small business owners treat their “About Us” page as an afterthought. But here’s the thing—this page is often the second most visited page on your website! It’s your chance to tell your brand’s story, connect with potential customers, and, yes, even convert browsers into buyers.
People don’t just want to know what you sell; they want to know who you are, what you stand for, and why you’re the right choice for them.
This post will show you how to write an “About Us” page that’s more than a checkbox—it’s a full-blown sales tool.
The Elements of a Compelling “About Us” Page
Your “About Us” page isn’t just a yawning list of dates and facts—it’s your chance to dazzle, charm, and show off what makes your brand stand out. Here are some of the important elements that should be included on your page:
1. Your Brand Story
Every great brand has a story, and this is your chance to tell yours. How did your company come to be? What challenges did you overcome? Why do you do what you do? These questions aren’t just fluff—they’re what creates an emotional connection with your audience.
Highlight your company’s origins, key milestones, and your “why.” For example, maybe you started your online bakery after discovering how much joy your cupcakes brought to family gatherings. Share that!
Make it relatable, and keep your audience in mind. Storytelling creates emotional engagement, and emotions sell.
2. Your Team and Expertise
People connect with people. Show them the faces behind the brand. Adding team photos, bios, or even fun facts can humanize your business and create trust.
For instance, an accountant might say, “We’re numbers nerds, but we also love hiking on the weekends.” This personal touch can help a potential client feel more comfortable working with you.
A little relatability mixed with expertise goes a long way.
3. Your Values and Mission
What does your business stand for beyond making a profit? Maybe you promote sustainability, prioritize diversity, or just aim to provide insanely good customer service.
Share your mission and values so your audience knows what drives you. Aligning with their values can make them feel good about supporting your business.
4. Your Unique Selling Proposition
Your “About Us” page is also your opportunity to tell visitors why you’re different. Why should they care about your business instead of the dozens of others out there?
Your unique selling proposition might be a hyper-focus on one thing (like handcrafted eco-friendly jewelry) or an exceptional service (like offering same-day delivery). Whatever it is, make it crystal clear.
5. Visuals and Design
A wall of tiny text isn’t going to cut it. Use visuals to complement your story and create a lasting impression. High-quality photos, clean layouts, and videos of your process or team can help your page stand out.
Common Mistakes to Avoid on Your “About Us” Page
Even the best intentions can go sideways. If you want a killer “About Us” page, avoid these mistakes:
- Generic and Bland Content: “We’re committed to excellence and customer satisfaction.” Sound familiar? That’s because every uninspired “About Us” page ever uses lines like this. Instead of copy-pasting generic phrases, focus on authenticity. What do you actually bring to the table?
- Lack of Personality: Your “About Us” page shouldn’t read like a corporate press release. Be conversational and authentic. If you’re a quirky brand, show it. If you’re a luxury service, exude elegance. Remember, personality = memorability.
- Focusing Too Much on Yourself: Here’s the kicker—your “About Us” page isn’t just about you. It’s about your audience. While sharing your story, tie it back to how you solve their problems or add value to their lives.
- No Clear Call to Action: What’s the next step after someone reads your page? Whether it’s shopping your products, booking a consultation, or following you on Instagram, you need to guide them. Don’t leave visitors wondering what to do next.
Tips to Create an Engaging About Page
Your About Page is your chance to make a great impression. Try these tips to charm your visitors and leave them saying, “I like these people. They’re my kind of humans.”
1. Structure and Flow
Think of your page like a storybook—each section should flow effortlessly into the next. Imagine your visitors flipping through, eager to see what’s on the next “page.” Here’s how to make your About Page a delightful read:
- Headings: Treat every new section as a chapter title. Bold, clear headings help your audience instantly know what they’re about to read. Plus, they make your page way less intimidating (because, seriously, who has time to dig through a wall of text?).
- Subheadings: Subheadings give context at a glance. Think of them as the sassy sidekick to your main heading—punchy, helpful, and fun.
- Bullet Points: Use them for lists, highlights, or quick fun facts about your brand. They’re like snacks—bite-sized and satisfying!
- Keep It Short and Sweet: Keep your paragraphs short—2-3 sentences max. Chunk that info out! People love skim-friendly content. The easier it is to read, the more they’ll keep scrolling.
2. Tone and Voice
Is your audience formal or casual? Playful or professional? Match your tone and voice to what your customers expect. For example, a law firm might use polished, professional language, while a boutique soap brand might write like they’re talking to a close friend.
3. Authenticity and Transparency
People can spot fake from a mile away. Be genuine. If your business has a humble beginning, share it. If you faced struggles along the way, it’s okay to talk about those too. People connect with honesty.
Build Trust, Share Your Story, Convert Visitors
At Moonlit Media, we know a thing or two about crafting powerful “About Us” pages. From website design to storytelling, our team specializes in helping small businesses like yours connect with customers in meaningful ways.
Here’s how we can help YOU stand out:
- Custom Website Design: A beautiful website that oozes your unique vibe.
- Brand Storytelling: Craft a narrative your customers will remember.
- User Experience Design: Ensure every visitor is hooked from first glance.
- Conversion-Focused Content: Turn browsers into buyers with strategic calls-to-action.
Whether you’re starting from scratch or looking for a refresh, we’ll create an “About Us” page that’s polished, professional, and oh-so-you.
Want to learn more? Contact Moonlit Media today.
