The „About Us” page is one of the most important sections on your website, especially in the context of building trust and establishing relationships with potential clients. In 2024, when authenticity and personalization are key in online marketing, your page needs to stand out with more than just the „dry” facts about your company.
Here’s how to write an „About Us” page that is engaging, captures attention, and convinces visitors to collaborate.
What will you find in this article?
- Key elements of the „About Us” page
- „About Us” page – engaging questions
- Summary – how to write an „About Us” page
Key elements of the „About Us” page
Tell your brand’s story
People love stories – they build emotional connections and help better understand your company’s mission. Instead of starting with „We are a company operating in the market since 2010…”, tell why you started your business in the first place. What problems did you want to solve? What challenges did you overcome? What inspires you to act every day?
A unique story will make you memorable!
Example beginning: „Our story began in a small café, where over a cup of coffee, the first ideas were born to create a company that would change the way people…”
Emphasize the values you represent
Today’s customer is looking not only for good products or services but also for companies they can identify with. Therefore, clearly highlight what your values are. Do you focus on sustainable development? Do you support the local community? What is your approach to ecology?
Remember, your values should stem from your actual actions, not just be empty slogans.
Example: if you write that you support ecology, show specific initiatives, such as using eco-friendly packaging or participating in global cleanup campaigns.
Show the face of your company
The „About Us” page is the perfect place to introduce the people behind your brand. Include photos of the team, descriptions of members along with their roles and interesting facts that make them more human and authentic. Authenticity makes visitors feel more connected to your company.
Example description of a team member: „Anna, our creative director, is a master at combining modern trends with classic design. In her free time, she loves baking bread and runs a culinary blog.”
Ensure social proof
Add a section with customer testimonials, certifications, or awards your company has received. This helps build credibility and provides evidence that you are worth trusting.
Example: „Our services have been appreciated by over 10,000 satisfied customers, as confirmed by our ‚Company of the Year 2023’ award.”
SEO optimization
Creating content engages not only the reader but also search engines. Make sure your „About Us” page includes keywords related to your industry, such as „about your company,” „who we are,” or „brand history.” Add meta descriptions and use H1, H2, and H3 headings to facilitate navigation through the content.
Enhancing the visual appeal of the page
Use photos and graphics that reflect the character of your company. Infographics, videos, or animations can help convey information more effectively and make the page more attractive.
Example: a video showcasing work in your office or the product creation process can be an ideal addition.
Invitation to interaction
At the end of the page, place a clear call to action (CTA). This could be a link to contact you, a sign-up form for a newsletter, or an encouragement to visit your social media profiles.
Example CTA: „Want to learn more about us? Contact us or check out our profiles on Instagram and LinkedIn!”
„About Us” page – engaging questions
Get inspired by questions that might interest your clients:
- How can you help me? Instead of course details, focus on clients’ problems and their solutions.
- How did you become who you are? Share the story of your development in an accessible way.
- Can you be trusted? Show reliable information and proof of your credibility.
- What sets you apart? Identify unique features that put you above the competition.
- What are you like personally? Share behind-the-scenes insights about your team.
Summary – how to write an „About Us” page
The „About Us” page is not just a place to describe your company. It’s a tool for building connections, standing out from the competition, and showcasing your uniqueness.
Remember, the key to success is authenticity, personalization, and the values you truly embody.
Ready to take your customer engagement to the next level? Discover proven ways to grow your language school and attract more students in 2024. Check out our article: how to acquire clients for a language school in 2024!