A lot of people consider the “About Us” page as just another page in their website. You will hardly find any difference between a regular “About Us’ page and the default Wordpress’ “About Page” - that is always waiting to be edited.

I may be exaggerating a little bit. But I am not completely wrong either.

Ok, let us narrow down the concept a little bit. Let’s talk about small business websites.

An ideal “About Us” should not stop right after introducing people behind the website - the CEO or the Managing Director of the company. However, this is the most common content of the “About Us” page. There are some websites that dedicate a paragraph to talk about why they started the business or the website.  Some websites even complete the page by writing some discrete stories about their vision and mission.

Before you start writing the About Us page of your website - simply ask one question: What do your visitors (target audience) want to know about you?  Do they only want to know about the top bosses of the organization or something else? And more importantly, do you have a story to tell that would engage the visitors and ask them to spread the news about you?

For example, a few months back, I was working for a company that specializes in bespoke furniture design (not disclosing the name for agreement). The website was running for around 3 years and a lot of people visited their “About Us” page (analytics showed us the details). The problem was that s lot of visitors bounced back from that page. Just to point out they filled the page with client’s testimonials followed by their contact address.

Did people really click on the “About Us” link to read the testimonials?

We talked to the owners and asked them to record some video interviews of the workers in the factory and some happy moments. The quality of the recording was very poor and did not tell anything.

To be continued:

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