How to Build Trust and Credibility with the Right About Page

about pages

What does your About Page say about you? Not just your company, but you and your team (if you have one).

The “About Us” or “About the Company” page is there so a visitor can see who is behind the product or service. For small businesses, it’s really more about the people not the entity.

It’s amazing how boring many About pages are. Considering that the About page is usually the most viewed page on a website it should be most important page next to the home page.

A good About page will:teamwork

  1. Show who’s behind the logo — founders, owners, team, experts, etc. Here’s where you showcase your expertise.
  2. Tell the company’s story — where, how, why it was started — your purpose.
  3. Have some pictures or videos of the people, what they do and what you have to offer.
  4. Highlight core values, your mission statement and goals.
  5. How long have you been in business? If you’ve been around for a while, here’s where you say it. If you’re brand new, here’s where you explain how your saw a problem and figured out a solution or invented something that will benefit people.

It’s important especially if you’re competing with the big guys. Potential customers will buy from the little guy before the big guy if that trust and credibility factor is there.

In this digital age, people want to get to know the people who are the company. People do business with people not entities. People tend to trust people above companies.

I’ve been getting direct mail pieces from a new company called Metromile. It’s an auto insurance company that charges per mile rather than a huge premium. If you don’t drive a lot, like I do, it can save you money. I looked at their about page and for a large company, it’s perfect.

Their About page starts with their mission statement:

Metromile Mission Statement

Then it goes into the “about the company”.

Note that it’s 1 paragraph.

Metromile About Us
Then they have the Leadership:

Note: not all are pictured here.

Metromile Leadership

Simple, right?

How much is too much information?

Well, the rule of thumb is only write as much as absolutely needed to explain who you are and what you do. You have 7 seconds to catch a visitor’s attention. People don’t like to read long paragraphs. Use bullet points. You don’t have to reiterate or over sell your services or products. Let your service or product pages do that.

Optimize for SEO:

Don’t just put “About Us” as the title. Add your company name to it. It helps with SEO.

HubSpot has a list of 15 About Pages that Rock as well as a free download of the examples.

Some of the basic takeaways are:

  1. Tell a story
  2. Be human
  3. Make it easy to skim
  4. Skip the business babble
  5. Be humble
  6. Be data-driven – if applicable
  7. Break the mold
  8. Be multi-lingual – if applicable
  9. Know your audience (Download the Free Define Your Target Market Workbook)
  10. Stick to what’s important
  11. Align your personal brand
  12. Be unexpected
  13. Have fun, but be professional
  14. Be memorable
  15. Show, tell and have a soundtrack — now, that’s creative!

Of course not all these will apply to your business. Confused? Not sure where to start? If you need help, schedule a free 15-minute call and I’ll review your website and about page for free!

Free 15 minute phone consult