Here’s a Quickie for you.
The “About Us” page is the section of your website where you direct the reader’s attention away from what you have to offer and focus more on answering core questions:
- Who you are
- What you do
- Why they should care
The “About Us” page is the part of the website where you tell your story and demonstrate your value.
The “About Us” page generally serves two core purposes:
- To build a connection by engaging the reader, and
- To establish the value and build trust by telling the backstory that eventually led to them finding you
Companies often have multiple “About Us” pages, in the form of company information, corporate culture, mission and values, and bios of key personnel.
When this is the case, it’s good to include each topic as a separate drop-down item under the “About Us” menu. Doing this makes it easier for your readers to navigate your site.
Different Types of “About Us” Pages
- Bio – This is the “why you should trust everything I say” page. The bio is often written as a third person narrative. It is the go-to choice for professionals who want to establish their expertise in a certain area. The bio leans heavily toward chronicling your technical or functional competencies. Its job is to establish trust based on these competencies. It focuses on providing specific brand-building information such as academic pedigree, professional experience, credentials and career achievements.
- About Me – The About Me section of your site is like “bio lite.” Usually, companies will write the About Me section in the first person to make it read more like a short story than a list of credentials. This page leans more toward chronicling your behavioral competencies and facilitating empathy to establish a connection between you and your customer. It can focus on the challenges you have overcome, your values, job-related discoveries, and personal or professional goals. It’s the “I’ve been you” page.
- Our Story – For corporate websites, this page helps to bridge the distance between brand and consumer by delivering a compelling backstory. Popular backstories are ones where regular people play a key role in the company’s conception, development and ultimate success. The “Our Story” section of the site can help the company demonstrate relevance and add a human element to a corporate entity. It’s the “This company is an ‘us’ not an ‘it’” page.
- Mission – The Mission page relays to the reader why the company, brand and/or site exists. It defines the function, audience and promise of your website and business. Your mission statement should reflect your company’s culture and personality and mimic your company’s voice. It is a reflection of the brand itself.