For many others, writing the About Us page can be the easiest page to write. Let’s be honest, I mean, it’s about you and your business. Now that’s something you should really sink your teeth into, right?

It’s the most daunting page for some, and it’s always a lost opportunity.

But let’s take a step back and remember how important your About Us page is to your customers. This page should include your story or your business’s story, beginning with the founder. This page is where you can take your own horn and take it out loud! This is where you need to shine and load trophies, the team atmosphere, accolades and certificates, as well as your mission and values.

This page is not another place to list your services or the sort of quality work you do.

The About Us page may be the 3rd or 4th page that your visitors can access after your homepage, your services, and then your portfolio. If they have accessed this section of the internet, they are very curious and want to learn more. This is where you can further differentiate yourself from your competitors.

Read Also: 9 Customer Centered B2B Website Design Attribute

This is where you speak about the intent of your business … why you exist … what your beliefs may be … the community. This page should encapsulate the interior of the organization.

Some Section You Could Include:

• Mission Statement – Including your mission statement gives you an opportunity to tell precisely what your business principles, priorities and values hold. It is a statement of the basic intent of your organization. Not only does it explain this to visitors on your website, it also reminds you and your staff of this powerful message. As this is what drives your organization, it should be emphasized and followed on a daily basis.
• History of the Company – Share the story of your brand. The “About Us” page helps brands create loyalty and communicate with prospects and clients. If there is a wealth of experience and years of customer service to share, please provide this information here.
• Founder ‘s Story – Every story about, or directly from, the founder is far more intimate and profound. Consumers want to know who they are dealing with and what it took them to get to where they are. Add a photo of the founder or any of the key members to let your customers know.
• Company Values – Express your core values in order to promote faith in your goods or services. Tell your visitors precisely what values you keep that will lend to the service you offer. Sharing the principles that set you apart from your competitors with your prospects is a sure-fire way of turning them into customers. Just make sure that you actually hold these values and follow them in your everyday activities.
• Company’s Internal Videos and Photos – The company’s event videos and photographs allow consumers to see who you are and who your employees are. Let them find out more about your company culture and the things you are interested in, particularly community activities and industry events, and awards that your company or employees might have won.
• Certificates and Awards – Speaking of awards, the “About Us” page is a great place to highlight the awards granted to you by community or business organizations, and in particular by industry organizations. Certificates received are also important to remember, as they create customer trust, recognizing that you and your staff have experience in your profession.
• Public Speaking or Keynote Conferences – If you have been asked to share your wealth of experience at an event or conference, sharing this will help consumers see you as an expert and give them another incentive to partner with you.
• Community Volunteering or Support – Giving back to the community your business reside and engaging in creating a community goes a long way towards building brand loyalty and sheds a positive light on your organization.    Company Timeline – If this goes back for a long period of time, this is a perfect way to prove that you have withstood the storms of business and will continue to be there with your clients for years to come.

What Are The Elements That Can Help You Stand Out:

Company’s Quirkiness. I know it may sound really professional, but sometimes that little bit of weirdness about you or your team will support you and set you apart. Do you take part in the annual Santa Clause parade? Maybe you are the main organizer? Do the members of the team like playing pranks on each other? This is the V.P. Did you walk down the Mall? These are the times that need to be shared and celebrated.

Be yourself. This is the not place for acronym-infested jargon. For that matter, do your best to reduce jargon on your entire website. This is where you need to get real and express some personality.

Smile! Yes, I know. You are a serious business owner with serious business. But do your best to show off a company that enjoys what they do. Smile… Big!

To help you create an About Page that can help convert visitors, I’ve attached another worksheet that might help you create this page