The About Us page sets the tone of your website.
It should entice and inform the visitor, as well as be optimized for search. As the most important page on your site, the About Us page can make or break your presentation and your visitors’ evaluation of your organization.
Representing a company or organization on the Internet is one of a website’s most important jobs. Effectively explaining the company’s purpose and what it stands for provides essential support for all other website goals.
Goals of the About Us Page
- Establish trust and credibility
- Inform visitor about company
- Entice visitor to continue reading
- Set the stage for keywords for SEO (if required)
- Questions the About Us Page Should Answer
Questions the About Us Page Should Answer
- Why the company exists?
- How the company operates?
- How the company is different?
- Who runs the company?
- How and when the company was founded?
- What awards has the company won?
- What social or community programs the company supports?
- The number of locations the company has?
- How to contact the company?
- What is the size of the company?
Tips for Effective About Us Pages
CREATE A SHORT, DISTINCT POSITIONING STATEMENT OF 140 WORDS OR LESS.
Condense your company’s purpose, vision, history and mission into a short paragraph. Don’t worry, you can elaborate later. This technique is used by sales people to get a foot-in-the-door and is a great example of the “Inverted Pyramid Method” for web content writing.
PROVIDE A LIST OF BULLETED FACTS ABOUT YOUR COMPANY
Bulleted text is more scannable and therefore the most effective means of getting your message across on the web.
ELIMINATE LONG TECHNICAL WORDS.
Usability studies show that even well-educated web surfers prefer shorter words to longer words on the web. People don’t read the web, they scan it, so it’s best to use the shortest words possible to get your point across–with the fewest syllables. Long technical words will cause the visitor to click away.
EDIT TO THE BONE.
The web is not the place for the verbose. Edit all web content to its bare minimum leaving only the facts for the reader to decipher. Superfluous words, sentences and paragraphs are a nuisance on the internet. (Remember, it’s easier to write long, verbose paragraphs than it is to narrow your scope and write clear copy, even though the opposite seems true.)
The actual content of the corporate site is often an afterthought to many large organizations that prefer to focus on the look and feel of the site or other aspects of the business. However, your clients, prospects, vendors, the media and future employees are reading what you say and will form opinions accordingly. Write an effective About Us Page and achieve respect, recognition and results.