We can find the “About Us” page on almost every cross-industry website. So it seems like an obligation to have her on the web. But is the “About us” page necessary? And if you have it on the web, what should it be used for and what to write on it?
With the “About Us” page, it’s like any other page. It is definitely not put on the site automatically or out of obligation. Instead, it should only be part of the site if it helps bring the visitor to the destination for which the site is created. And with this assumption, it is necessary to approach its content as well.
But why do site visitors go to the “About Us” page? For different reasons. In general, it will be visited mainly by those interested in something on other pages of the website and want to get to know you more closely so that they can make a better decision about the possible use of your product or service.
What is the “About Us” page for?
The main goal of the “About us” page is to deepen the site visitor’s trust in you or your product. The word “deepening” is significant, as you build trust on every page of your website, and without initial trust, visitors are unlikely to click on the “About us” page.
The “About us” page helps a site visitor clarify whether:
- is consistent with your vision of the problem that came to your website to solve,
- resonate with your values and attitudes,
- is really the best thing for him to do with your product or work with you to achieve his goal.
This brings us to an important point. Although the name might say so, the “About Us” page should not primarily be about you. Like any other page of the site, the “About Us” page should be about your clients – based on what’s going on in their minds. Her visit should be beneficial to them considering the situation they have come to solve on your site. And let’s face it, they probably didn’t come to your website to find out the austere historical facts about your business, management structure or get to know the list of your awards and certificates.
Is the “About us” page necessary?
The “About Us” page is certainly suitable for most personal and business websites just because internet users expect it. It helps them imagine a specific person or group of people with a certain common attitude behind a product or service and feel more like they are buying from people and not from an unnamed corporation.
The “About Us” page is not required for sites where you don’t think it’s important for a visitor to decide who’s behind a product or service — e.g., pages dedicated to one product in the portfolio. Likewise, for websites where everything the “About us” page offers, you can already say it on other pages – e.g., a course page where the author speaks directly about the motivation to create the course and its benefits.
The “About Us” page is completely inappropriate for pages that lead a visitor to one particular event and do not want to distract him with something else – landing page, funnel pages, campaign pages, sales pages…
What should the “About us” page contain?
A visitor to the “About Us” page should learn what you stand for/what you believe (why your product was created), and what you do to make it happen (what your product specifically helps to solve and to whom).
Here’s how we can elaborate.
- What you stand for, your mission — what you want to achieve in your industry, how you want to change it, what motivated you to create your service or product,
- How you got to the point where you are, the “history” of your business – what happened to you along the way and how this is reflected in the current form of your product/activity,
- what group of customers you are on the market – who your services or product help, and vice versa, who they are not for – this will help underline what you stand for and put your product in context,
- what your customers achieve with your product or service — how using your product actually fulfills your mission.
The ideal form of the “About Us” page is a story because it reads fluently, is memorable, and the reader can find and identify with you in it. But it’s also the hardest thing to write. It must be short and at the same time contain everything you need. Sticking to the structure and essentials of the story while not being able to make anything you need to instigate itself seem artificially embedded.
Therefore, it does not matter if you create a page “About us” in paragraphs that do not directly follow each other with the content.
See how we in Mioweb have handled this task and notice how we have included the points above.
And I will add three examples of how three large companies operating in the Czech Republic work with the “About us” page, which you will surely know. I chose them deliberately because, in their case, creating an “About Us” page is a very complex task. They are e-shops with a huge scope and number of employees. They need to get a lot of different information on the company page. Furthermore, they have a well-known brand that they support across marketing channels, and I assume that the “About Us” page does not play a role in their communication towards the client.
Alza – uses the “About Us” page as a discovery from which you can access their mission page, which is very well processed and relevant for the end customer. So it is certainly possible to use it as an inspiration.
MALL also uses the” About Us ” page as a dissuasion, but for the end-user, the page is very austere and does not go anywhere further – you will get information about the purchase options. Strohost, as such, may not be entirely a bad thing, but note how it works in combination with skipping the mission and talking about itself rather than how they help the end customer.
BAUMAX – the “About the company” page tries to fulfill to present the potential client with an assortment for various occasions. Still, otherwise, it can serve as a sample example of excessive use of marketing clichés. I do not recommend going in a similar direction.
Finally, when creating the “About Us” page, it is good to follow the general advice that also applies to other site pages. particularly:
- Be specific and avoid marketing clichés
- do not say anything, but show/prove it,
- talk about what is relevant to your potential clients concerning your product/service.
I hope the “About us” page serves you well if you include it on your website.