Ensuring ‘About Us’ is ‘Why Us’

If you’ve been reading this for a while now, and reworked your ‘About Us’ page every time I’ve mentioned it, the page will have changed a lot! But I’m going to bring it up yet again, because it’s a page which is way more important than most people give it credit for, and one which doesn’t get nearly the care and attention it deserves.

This time I’d like to suggest that you put yourself in the shoes of a genuine prospect, who’s arrived on the site from a search engine or an article in a trade publication. They’ve looked at the product or service which interests them, and what’s the next thing they do? Is it to pick up the phone? Well, maybe. If that’s the case, great news, your work is done. However, I’d suggest that the next thing they want to know is: “Who is this company?”

We know how they find that out. But does your ‘About Us’ page deliver in that respect, attractively and concisely? When I was taught news journalism we were advised to get ‘who, what, when, where and why’ into the first paragraph, and the same applies here. You don’t need 1000 words to say:

  • Who you are;
  • What you do;
  • How long you’ve done it for;
  • Where you operate; and
  • Why your customers use you.

From that one paragraph, prospects should have 90% of their queries answered. The next element on the page is, as you’ve guessed, a nice big link to your contact details or enquiry form.

By all means continue the ‘About Us’ story after this. I’m sure there’s plenty more to say about your experience and your expertise. Just make sure every sentence continues to sell the company to your prospects.