Content
8. November 2022
How do you create a great “About Us” page?
Your “About Us” page is a great opportunity to build credibility with customers and potential employees—provided the page is sharp and easy to navigate. Read our tips here on how to create the best “About Us” page.
The recipe for a great “About Us” page
You create a great “About Us” page by focusing on the following five areas:
- Explain what you offer your customers
- Avoid clichés and “corporate bullshit”
- Share your passion through your “why”
- Show your employees with photos
- Explain what kind of workplace you are
If you are about to create a new website, you will likely want full control of your copy so you come across as professional and well organised.
One place where you can really make a difference is the mandatory “About Us” page, which is often the first page a new customer or stakeholder visits. That is why it is crucial that it is spot-on from the start.
“About Us” is part of most companies’ websites, and the purpose is to help both customers and potential employees learn more about the company and its people. Below, we elaborate on our tips for creating a great “About Us” page.
1. Explain what you offer your customers
Your “About Us” page should provide a clear picture of what you do and how you do it. Using Morningbound as an example, we describe how we help companies grow through programming, web design, and online marketing. This way, it quickly becomes clear to readers what kind of company we are.
Also try to address the different needs you can help meet with your products/services. That way, customers can see whether they have come to the right place.
2. Avoid clichés and “corporate bullshit”
One of the most important rules of thumb when writing a great “About Us” text is not to waste space on clichés and “corporate bullshit” that could have appeared on any other company’s “About Us” page.
Example
An example of clichés and “corporate bullshit” could be: “We are an agile company that is willing to go the extra mile so our customers are always satisfied.”
The example above says nothing concrete about how the company works in practice, and it also promises something no company can promise: that all customers are always satisfied. That is a utopia, and credibility is lost immediately.
In the real world, there will also be dissatisfied customers and conflicts, and this can actually help improve collaboration and the quality of the results. At Morningtrain, for example, we are not afraid to address this, because we believe that disagreement can also lead to something positive.
And if you say exactly the same as everyone else, using the same worn-out phrases, you lose the opportunity to stand out from the crowd, and people will not really remember what they just read. Moreover, clichés and “corporate bullshit” do not come across as credible, because they quickly become empty, meaningless talk.
And remember to be honest
Clichés and “corporate bullshit” often become a substitute for honesty. One important rule of thumb when writing a great “About Us” text is that you must be honest all the way through.
Honesty creates authenticity, and only when a company is authentic can people truly feel it and feel safe with them.
Of course, you should not reveal confidential information, but be honest about certain things so the reader gets to know you better.
This could, for example, be about the following:
- What are the company’s limitations, and why have I done things the way I have?
- What is the purpose of the page, and what will ensure the business going forward?
- What feeling do I want to create on my page when people visit it?
3. Share your passion through your “why”
“Passion” is a key word when creating an “About Us” page.
Every company should have considered what you are here to do, what you dream of, and how you will get there. This can be summed up as your “why” your reason for being, and what you are here to do.
Example
At Morningtrain, our “why” is that “We contribute to a world where goodness is good business”, and it is also on our “About Us” page along with a further explanation.
One purpose of having a “why” is, among other things, to stand out from the crowd and make clear what customers or potential employees get if they choose you. It can also be a way to opt out of certain people if they cannot see themselves in your “why”.
You should let your readers know what you are truly passionate about, and why.
For example, start with a short anecdote that can lead into the explanation of why you chose this industry.
It does not have to involve specific people, but the story can still be made personal.
There is no reason to hold back when explaining why the industry is so interesting because if you do not think so, how will you convince customers that it is?
4. Show your employees
One thing you can do to liven up your “About Us” page is to show your employees with a photo and a description of them.
This gives your visitors the opportunity to get to know the company and each individual employee.
It also makes it easier for your visitors to identify with your company, because they now know a bit about the people behind the screen.
Finally, this is valuable for your Employer Branding, because it can make it easier for potential employees to find out:
- Which different areas of work you can pursue with you
- Which future colleagues you may get to work with.
For example, Morningtrain does it like this:
5. Explain what kind of workplace you are
Your “About Us” page is also, to a large extent, a place for Employer Branding, because many potential employees will look here as one of the first things when they are exploring whether your company could be a workplace for them.
That is why it is a very good idea to tell – or show with photos – what kind of workplace you are. For example:
- What do you do to promote your employees’ wellbeing?
- Which values are important to you?
- Do you do many social activities together?
- Do you offer any special employee benefits, such as paid exercise?
On Morningtrain’s “About Us” page, for example, we describe that sport and team building are part of the company culture, and that we have previously been named “Denmark’s Healthiest Workplace”.
All of this helps create a sense of the company as a workplace.
And we should also not forget that this information can also help customers choose a company, because it may align with how they themselves run a workplace.
