Customers invest in companies they can trust and relate to.
To build credibility with prospective clients, a business must be able to establish itself as an authority in the industry — and this is achievable with a compelling ‘About Us’ page.
By analyzing the ‘About Us’ pages of other websites, business owners can better understand the construction of an ‘About Us’ statement.
Why Should You Have an ‘About Us’ Page?
The ‘About Us’ page is an opportunity to promote the organization or brand.
It can also give consumers a clear view of the organization as a whole.
Yet all too often business owners mistakenly overlook the importance of including an ‘About Us’ on their website.
Consumers who are seriously interested in learning more about a company are likely to visit this section of the website and use the information featured to determine whether to become a client or customer.
Taking time to understand the formula of an ideal ‘About Us’ page is not only recommended by expert marketers — but also a necessary step towards creating and maintaining a solid client base.
The Anatomy of an ‘About Us’ Page
Certain elements of an ‘About Us’ page can vary depending on industry, but the universal goal of it is to answer the question: “What is it about this enterprise that sets it apart from its competition?”
Regardless of industry, the universal essentials for any ‘About Us’ page include:
- Mission Statement: A mission statement outlines the values, goals, and individuality of the company — serving as an opportunity for the enterprise to connect with the potential client on a personal as well as professional level.
- History: Even if the business is newly established, details such as qualifying credentials of the owner or founder and accomplishments within the field are all important to mention in addition to why and how the enterprise was founded.
- Development: A relatable anecdote narrating the growth of the company is a great way to compel and relate to readers. Search engines also rank businesses with awards or memberships of trade or other professional organizations higher than those without.
- Demographics: Appeal to the target audience by addressing problems or concerns they may have that the company can resolve.
- Results: Showcasing client testimonials, samples of previous projects, and a list of past clients can reinforce a brand’s credibility and reliability.
Organizing all of these components into a comprehensive and concise narrative can be challenging.
But with the help of a professional content strategist who knows how to devise an effective ‘About Us’ page, business owners can enhance the relationship with their audience.
An In-Depth Look at Each ‘About Us’ Page Element Using Real Examples
If used correctly, the elements of an ‘About Us’ page can come together to paint a clear picture of the company’s past and get readers interested in its future.
Crafting each part is easier said than done, especially without a point of reference.
Before writing the ‘About Us’ page, consider examining the highlights of some existing ‘About Us’ pages from other organizations, even if they belong to a different industry or field.
Mission Statement & Core Values
Consumers tend to prefer engaging with companies or organizations that share the same values.
The purpose of a clear mission statement is to convey principles such as customer satisfaction, communication, and a “hook.”
The primary takeaway should be what type of experience clients can expect to receive from the company.
Pest control and nuisance wildlife management business, Catseye Pest Control, does an excellent job expressing their values and beliefs.
The Catseye mission statement sets the company apart from its competitors by emphasizing a professional partnership with the Environmental Protection Agency and stressing ecologically friendly pest control methods.
Clients who are averse to using pesticides and chemicals will immediately be hooked by the fact that Catseye technicians “solve pest problems through permanent solutions and the responsible delivery of materials to reduce or eliminate the use of pesticide.”
The Catseye Pest Control mission statement successfully explains what makes their service unique from others in the field and why clients should choose them as opposed to the competition.
History & Background
When a company tells its origin story, it speaks to their dependability and stability — endearing qualities to most consumers.
Newer enterprises may have to approach this ‘About Us’ element differently than a family-owned business that’s been passed down for generations.
Newly established organizations can entice readers by exhibiting their expertise, aspirations, and potential.
Well-established businesses have years of experience to showcase. These types of companies can claim to be leaders in their industry because they have the history to prove it.
Best Fire Hearth & Patio — a family-owned retailer that deals with heating solutions and outdoor furniture – seamlessly integrates their ancestry and industry expertise into a
neat timeline.
The timeline format is interesting and helps customers understand why as well as how Best Fire came to be a leading local heating appliance retailer.
Development: The Growth of the Business
Every company experiences growth, and some propel from humble beginnings. That can be a fascinating story to a prospective customer.
Catseye’s story began as a collaboration between a couple, eventually growing into a full-fledged franchise with multiple locations across the Eastern United States.
Consumers can see the enterprise in a different light and realize everything that Catseye has accomplished, was hard-earned.
Demographics: A Target Audience
The ‘About Us’ page should be tailored to the institution’s target demographic.
Readers should immediately be able to discern whether or not the organization is speaking to them.
Trying to appeal to everyone won’t make a stronger impact — in fact, it could hinder or damage the effectiveness of the ‘About Us’ page altogether.
Hudson River Community Credit Union (HRCCU) is clear on who would most benefit from their financial products and services in the ‘About Us’ statement.
Within the first few sentences of the statement, HRCCU identifies its target audience — community members within the Capital Region who may require affordable or low-cost financial products and advice.
While the concept of pleasing everyone may seem attractive, it is not the best way to connect to your ideal clientele.
An organization that tries to appeal to everyone can come across as disorganized and unfocused — confusing consumers in the process.
Results
Including a portfolio or list of satisfied clients in an ‘About Us’ page never hurts.
To a consumer, a catalog of previous work or clients serve as references that many hold in high regard.
As a full-service marketing agency, Elevation Ten Thousand is aware of the power of a stellar ‘About Us’ page.
The section featuring previous clients and brands that the company has worked with accentuates Elevation Ten Thousand’s versatility in marketing for a wide range of industries.
Visitors of the website can see the types of enterprises the agency has served and can then better understand the company’s abilities and boundaries.
Increase Consumer Engagement with Expert Content Marketing
Content can be the key to unlocking the full potential of your business or brand.
While there is a no shortage of accessible resources about content marketing, understanding what it takes to strategize content customized to the unique selling points of your company takes an experienced eye.
A professional content marketer can create an ‘About Us’ page and many other pieces that rank highly, convert viewers into buyers, and increase engagement with the target audience.
Interested in a complementary consultation with a team of seasoned marketing strategists to learn about how they can help your enterprise grow?
Contact Elevation Ten Thousand for more information on what we can do to boost your brand or business to the next level.
