Your company’s “About Us” page is a cornerstone of your website. Given the realities of SEO, this page will be a common entry point for your target audience–and that includes prospective employees, too.
It’s easy to overlook this page in your overall content marketing strategy, however; your team is likely busy enough developing educational articles and insightful blog posts about your industry. The “About Us” page is more evergreen, and it can quickly fall to the backburner.
But it’s important to keep that page updated. That page is prime real estate, capable of telling a compelling story about your company’s identity, culture, and aspirations.
Here’s a helpful checklist to make sure you’re optimizing your “About Us” page and conveying the right information to your audience when they want it most.
Company Story and History
Share how your company was founded, the challenges you’ve overcome, and the milestones you’ve achieved. This storytelling helps to humanize your brand and create a connection with the reader.
You don’t need to go too far into detail here, but it’s helpful to provide the broad brushstrokes of how your company got to be what it is today. Maybe you’re a 100-year-old law firm. Maybe you’re a startup software developer. Either way, there’s a story that you can share.
Bonus points for photos, too, especially if your business has some physical roots in a local landmark building or if your work involves the great outdoors to some extent. You’ll want photos of the people behind the business, too (more than in a moment), so if there were any critical people involved in the founding of your company now is the time to shine a spotlight on them.
Mission, Vision, and Values
Clearly state your company’s mission (what you aim to do), vision (where you see your company going), and values (the principles you stand by).
This helps visitors understand what drives your company and if it aligns with their own beliefs or needs.
Those three elements are core statements that likely emerged from a company branding campaign years ago–or perhaps they were authored by a director who no longer even works with you. The point is: Those elements should be up-to-date and relevant. If you feel they’re missing something as things stand now, well, that’s a perfect reason to initiate an in-depth brand discussion with your executive team.
When those statements are published on your website, they will help guide the right people to the right roles within your business.
Team and Leadership Profiles
Introduce your team or key leadership with bios that highlight their roles, expertise, and personal interests. This adds a personal touch and can build credibility and trust.
Your business is the people who build it each day, so work with the design team to ensure that this page highlights them in a respectable and meaningful way.
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Make sure your photos are consistent to some degree. These should not be stray headshots provided by employees. Maintain a regular schedule of staff photo shoots. These headshots can be formal, if that fits the tone of your business, or they can be sillier or more expressive in some way that communicates who you are as a team.
Same with bios: Not every company’s “About Us” page needs to include staff members’ pets–but some companies will definitely want to do that! And knowing which type of company you are is important.
Staff bios should be succinct and clear: Demonstrate who these people are and what they contribute to the business. Better yet, use this opportunity to highlight staff members that can be reached for specific issues (hiring, editorial, sales, etc.). Make your audience’s experience with your company’s “About Us” page as actionable as possible.
Unique Selling Proposition
Clearly articulate what sets your company apart from competitors. Whether it’s your innovative products, exceptional customer service, or unique approach to your industry, make sure it’s front and center.
This is similar to the mission, vision, and values above. It’s easy to think of your unique selling proposition as another bit of marketing-speak, but it’s central to your engagement with your audience.
Start with this framing device: “Why Choose [Your Company]?” Answer that question yourself; sketch out a few responses and become familiar with how prospective customers (and employees!) might view you. Bring in the rest of the team to further flesh out this concept.
On the “About Us” page itself, you may even take that call-and-response right to the page: “Why Choose [Your Company]”? can be a helpful section for your audience.
Social Proof
Include testimonials, case studies, or client logos to show who you’ve worked with or the impact you’ve had. Social proof can significantly influence a visitor’s perception of your credibility and success.
This is key, especially in this deeply integrated era of the internet. Everything is connected, so why not bring your customers and clients into the page that is highlighting who you are?
You’ll want to gather the proper permission from those people, of course, in order to quote them in some way. But case studies are terrific formats for sharing what your business does best. Depending on what sort of work your company does, your case studies can provide a lot of meaningful visuals and quick, relevant statistics for your audience.
Impact and Achievements
Highlight any awards, certifications, or significant impacts your company has made in your industry or community. This demonstrates your expertise and commitment to excellence.
Strut your stuff! This is your “About Us” page, so highlight your achievements here. This section doesn’t need to be terribly long (unless you’re just out there winning awards left and right, and you want to prove it!), but a few lines demonstrating the breadth and depth of your industry awards will go a long way toward showing how effective your team can be.
As with the other sections, you can also loop in your design team to make this section pop.
Contact Information
This is perhaps the most obvious element.
How can people get in touch with you? This information is hopefully located throughout your website, but some simple directive should appear on your “About Us” page.
Provide clear and easy ways to contact you. This may include a contact form, email address, phone number, and links to social media profiles. Making it easy for visitors to reach out or follow you on social media is essential for building relationships.
In doing so (and this is super important), make sure whoever is receiving those inquiries is answering them in a timely manner.
Your “About Us” page is critical to the success and usefulness of your website, but it will fall to the rest of your team to follow through on the promise of that page. Have fun with it, and stay connected with your audience! They want to hear from you!
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