About Us Pages

The About Us page is one of the most underutilized marketing tools on business websites. But it doesn't have to be. Learn how to position your About page, what language and tone to employ, how to use your About page to communicate your company values, and how to make your About page a veritable conversion hub.

Chapters

Introducing the About Us Page

While they may feel difficult to write, About Us pages are essential, as they're one of the first pages users visit on business websites. An About page should inspire prospect trust and help site visitors decide whether they're in the right place.

Positioning Your About Page

Positioning your About page means knowing who your site visitors are, what their pain points are, and how to phrase your value proposition so that prospects trust you can relieve those pain points.

Choosing the Right Language and Tone for Your About Page

Your About Us page may be the place on your business website where you most get to reflect your company personality. Present your most authentic self by using genuine approachable language and a friendly tone. 

Telling Your Business Story Through the About Page

There's a reason you chose the business you chose. That reason has a story behind it, and that story is what makes you unique among your competitors. Humanize your company by describing your values and the "why" of your existence.

Improving Engagement and Conversions on Your About Us Page

True, your About page is there to tell your company story. But underlying that, the About Us page has a more fundamental purpose: to drive prospects further down the sales pipeline. Build your About page to maximize conversions and engagement.

About Us Page Checklist

This checklist contains the most important elements of a business About page. It's worth keeping close as you write, organize, and design your own About Us page—just to ensure you don't neglect any of the important stuff.