These are all questions that people coming to your website on a regular basis, or even for the very first time, will be asking of you. But they’re not going to waste their time writing an email with their inquiries, they’re going to find the information they want from your website, or move on to another’s. So why not make it easy for them to learn about you by writing a detailed and informative, yet concise and entertaining, About Us page?
I’ve written dozens of About Us pages for different websites from all around the world. Some people want every conceivable thing imaginable under the sun listed on their about us page, even if that makes the page thousands of words long and a huge scroll.
Some people are happy with just the basics, and a few hundred words, if even that. And nearly all of them have no idea how they want their About Us page formatted to tell the user what they want to know quickly, efficiently, and without a lot of hassle.
You can divide the people who look at your About Us page into one of three categories:
- Newbies: These users probably got to your site from a search engine, or maybe a link in an email. Word of mouth could also have propelled them to you, or even a media mention. However they got there, they’re here now. You have a great opportunity to turn this first-timer into a regular user if you’re About Us page is compelling and informative.
- Regulars: People that come to your site on a daily or weekly basis are your regular users, and they’ll form the backbone of your site’s internet traffic. At some point, perhaps after a few days and perhaps as long as a few months, they’ll decide they want to find out more about who you are. By this time they probably already have a good idea based on your site’s content and services. Your About Us page therefore needs to explain specific information without coming across as too specialized or difficult.
- Workers: If you’ve got a great site up and running, it’s only a matter of time before people begin seeking you out for work-related matters. Whether this is a company that wants to place advertising on your site, someone that wants to put their similar product on your site, or even researchers who want to take snippets or even entire posts from your blog, these people are ready to give you money, and they’ll be looking for detailed information about you to ease their fears. People on the internet can be anyone they say they are, but few are really what they claim. Your About Us page needs to allay these fears, while also enticing people to give you money or use your services.
There are many easy things you can do with your About Us page, and you might find that it becomes one of the most popular pages on your whole site as a result.