Why do we need an about us page? Doesn’t the home page tell our visitors what we do?

This is one of the most frequently asked questions we get when discussing website navigation with our clients.

In our experience, your 'About Us' page is one of the most important (and frequently visited) on your website. 

Here's how to write one which will turn potential customers into long-term clients.

1. Answer your visitor's questions

Dedicate your opening sentence to your visitor's challenges and questions. Start with the very reason why the've come to your site in the first place.

Think of your meetings and phone calls with customers. Answer the questions you're asked the most and avoid bold claims that sound too good to be true!

2. Differentiate yourself from competitors

Once potential clients see what your products or services are, they want to know who you are and why they should choose you.

Many businesses are pretty much the same but what is different and can set you aside is your customer service, the length of experience and how you deliver your product or service.

A good way to display this is to highlight reasons why clients choose to work with you.

3. Include a company timeline

For companies with heritage, a timeline is a great way to highlight how the company has grown or evolved since its formation.

4. Showcase key team members

Include the people that make your company. Most people find it easier to connect with real human beings, so let the personality of your employees and the environment of your workplace shine through!

5. Use strong 'Call To Actions'

If a site visitor has made it to your 'About' page, you need to give them something else to do once they have finished reading. Without a call to action (CTA) on this page, you risk customers leaving.