7 Proven Secrets In A Killer About Us Page

7 Proven Secrets In A Killer About Us Page

How we create quality About Us pages for our web design clients that convert

Your “About Us” page is likely to be the second or third most-viewed page of your entire website. If you have a basic, boring About Us page — or worse, no About Us page at all (yikes!) —  you are absolutely losing conversions.

Luckily, you don’t have to do it alone. We’ve had a crack at creating effective, high-quality About Us pages more than a few times (not to toot our own horn). And we’re going to share with you some of the secrets of making yours a high-performing killer one!

1. Your About Us Page Is Not Really About You

This might seem counter-intuitive, especially considering what we just said above. However, the context for your About Us page isn’t simply telling your audience who you are.

How many times have you gone onto another business’s About Us page and saw giant blocks of text that prattled on about the CEO’s personal backstory or the company’s corporate history — with no relevance to you at all.

That’s the key: your About Us page is really about your audience, aka, your potential new customers. They want to know, “What’s in it for me?” As Copyblogger puts it:

Although it seems like a natural place on your website to talk about yourself, a strong About page is really about empathy for your visitors.

When you write an effective About page, you dig into your readers’ minds and then communicate that you have what they need or want.

This isn’t to say you shouldn’t talk about yourself. Rather, keep the right context in mind: your About Us page is there to address your client’s needs, assure them they’re in the right place, and establish trust in you to deliver.

2. Avoid Sales-y Clichés

We can’t tell you how often we’ve DIY About Us pages littered with phrases like these:

“Well, then you’ve come to the right place!”
“We are your go-to [insert service/product] experts.”
“We’re the best in the business!”
“We’re the leading / #1 [insert business type] in [location].”

Ask yourself a real, honest question: Has any of those clichés ever actually convinced you? Of anything?

Reading an About Us page that’s peppered with these clichés is like walking into a grocery store and seeing a “Premium” label on every cut of beef and frozen dinner box. Or those “World’s Best [Whatever]” signs…


Worse, they tell your potential client nothing… except maybe that you couldn’t think of what to say. They add no value. If anything, your reader will be more likely to bounce.

The rule here is one that’s drilled into the minds of every writer: Show, don’t tell. More on actually illustrating your claims in a minute…

3. Tell Your Story (the Right Way)

This might seem to contradict all that stuff we said about keeping your About Us page customer-focused, but again, that’s the context. Your customers do want to get to know you a little.

It doesn’t need to be long or complicated. If you’ve been in business for several years, mention your founding date. (Whereas, if you’re a startup, it’s probably best not to mention that, at least not in your first sentence.)

What were the circumstances or inspiration that led you to found your business? And are they relatable to your target audience? If so, then talking about that is a great way to connect with them on a personal level.

Your About Us page is also a good place to quickly review your core services or products. (And a chance to link to your Services page, which is good for your SEO, too.) Maybe mention what sets your core service or product apart. For example, is your product locally made? Or if you offer services, what extra steps do you go to in order to provide your clients great value?

Pro-tip: Make sure to avoid technical jargon. Your Services or Products page is a better place to get into details. You don’t want to make your readers’ eyes glaze over!

4. Talk About What Drives You

Merely saying, “You’re in the right place,” doesn’t add value for your readers, but actually demonstrating it absolutely does. One of the main reasons your visitors come to your About Us page is to decide if your values align with theirs.

And let’s be honest, you don’t want clients who don’t agree with your values, either. If for no other reason, because they’re less likely to pay!

You’re ultimately trying to foster a business relationship with each client, and that goes both ways. That’s why telling them about your mission and core values in your About Us page is a great idea, in both directions:

  • You can engage your visitors on a personal level.
  • You can also vet them to ensure the right people are contacting you.

Your values are what motivate you, what get you out of bed in the morning, where you find a bit of peace during chaotic times. These are reflected in how you do business, and there’s no better place to talk about that than on your About Us page.

A fantastic example of this is Coca-Cola, believe it or not. It’s hard to image a company with a bigger brand, or one more faceless, than Coke. But they’ve worked hard over the last few years to personally engage their customers. Their About Us page has an entire section devoted entirely to their “Mission, Vision, & Values.”

coca cola about us page mission statement

Whereas Google makes their mission statement so straightforward, it’s the first thing you see on their page:

google about us page mission statement

While it’s best not to get too personal right out the gate, expressing your values, vision, and mission is a great way to connect with your audience and humanize your brand.

5. Back Up Your Claims with Facts

For many people, one of the of the hardest aspects of creating their About Us page is they don’t like to brag. Of course, for some others, it’s actually the opposite side of the coin: they want to, “Always be closing,” often at the risk of turning off their would-be customers.

The SEO experts at Moz.com put it like this:

If you’re still finding it hard to strike a happy medium between highlighting your selling points and plain boasting, then simply present your readers with the facts. This could be anything from your client retention rate to the amount of new products you offer each month to the number of awards you’ve collected. No one can argue with raw figures.

On the other hand, this isn’t exactly easy for startups. It’s not a great idea to talk about awards or customer ratings if you only have one of each.

That’s where you can substitute data with “social proof.” Almost every business website has a testimonial section somewhere, and for one very good reason: testimonials work. People are influenced by their peers.

However, they’ve also been burned by infomercials and paid actors posing as clients. Be selective with the reviews you post. If you can get a review that’s specific as to how you helped your client and the benefit they received, that’s far more valuable than just, “I love Joan Smith, she did a great job!”

6. Put a Face to Your Name (and Get Social)

In a post-social media world where everyone sees faces and names next to the content they ingest every day, readers simply expect to know who you are before they choose to talk to you.

If you’re a solopreneur, this is your chance to inject a bit of personality into your About Us page and “close the deal” with a digital handshake. Don’t be afraid to let your quirks hang out a bit.

However, if you have several employees or retained contractors in your team, adding bios for each person can kill two birds with one stone:

  1. You can humanize your company by showing who’s working behind the scenes.
  2. You can project the sense of an established business by showing that there’s more than one professional contributing to your work.

Adding headshots and small bios can accomplish this. Your bios can be one line or a whole paragraph. You can talk about your professional experience, or simply give each person’s position and maybe a fun quote from them.

What matters most is that your profile or bios are consistent with the culture you’re trying to project. MailChimp brands themselves as fun and different, so back in their startup phase, they posted profile photos to match:

mailchimp about us page silly bio images

While this is a great way for a B2B software company to stand out from the crowd, it might not be such a good idea for a lawyer or doctor, for instance. Sometimes boring reads as reassuring.

It all depends on you, which is the real point of your About Us page.

This is also the perfect section to invite your readers to your Facebook page or Twitter account, etc. Everyone’s so used to seeing Facebook buttons and social icons everywhere that we become blind to them. There’s no incentive to act!

But adding a short, personal invite to “like” or “follow” after introducing yourself is an effective means of encouraging a wary or time-pressed visitor to engage with you, rather than simply clicking away.

7. Close with Your Call to Action

One of the biggest mistakes that lots of DIY’ers — and even some professional web designers — frequently make is simply ending their About Us page, often with no contact information or any guidance on what the reader should do next.

Put yourself in your visitor’s place: you’ve had your needs addressed, you’ve been reassured that you’re in the right place, you’ve seen some data or testimonials for proof, and you’ve even kind of meeting the person or people behind the company, and then *bam*, “The End.”

Would that not leave you feeling cold and maybe confused? “Now what?” you might ask yourself.

Instead, give your visitors one last nudge in the direction you’ve been guiding them toward this whole time. Where your Call to Action leads depends on your own goals with your website, your sales funnel, and your buyer journey.

Are you trying to build your email subscriber list? Close with a CTA that includes a subscribe button and email form.

Do you prefer to talk to your clients over the phone or have a dedicated sales team? Ask your visitor to “call us today” and include your phone number, even if it’s already all over your other pages.

Closing with your Call to Action can actually be the difference between converting a visitor into a qualified lead (and hopefully a sale) and adding another “bounce” to your dreary analytics report.

So How About that Call to Action?

Here comes ours! (Wink, smile, glint on our teeth that goes *ding*.)

We hope that our blog has given you insight into how you can get the most value out of your About Us page.

If you find yourself a bit daunted now, don’t worry! This post is born of our own working experience in crafting websites that embody each client’s unique brand and culture.

Message or call us today to talk about creating your own killer About Us page, website, and more!

5 Tips for Getting the Most Conversions from Your Blog

5 Tips for Getting the Most Conversions from Your Blog

 How to Optimize Your Blog for Maximum Conversions

Keep reading part 1 of our Content Marketing series

Since Custom Marketer was a new startup, we’ve been on a constant evolution in content marketing! We’ve dug into every resource available to uncover the best strategies and advice, for writing an effective blog that converts visitors.

Something we noticed in our research is that, while every marketing blog has a guide for content marketing, most focus on writing blogs. Very few focus on getting conversions. What’s more, those that do only focus on a single aspect.

So we decided to share with you the top 5 lessons we’ve learned along the way for getting the most out of your business blog. After all that’s the ultimate goal, right?

Transparency statement: Every business seeks to convert. But as we’ll soon cover, there must be something more to it. Our hope is that by the end of this post, you’ll be better informed and inspired to do one of two things: invest the time it takes to make your blog convert, or… let us do it for you! But if it’s only the former? Great! That’s our goal with this post: to help as many businesses as possible with their content marketing, whether DIY or new clients. 


Tip 1: Set Your Conversion Goals and Triggers First

This is one of the most commonly overlooked aspects of creating a blog that actually converts readers into customers. Look for any random small-business blog, and you’ll likely see a “sign up now” section in one place, a comment section at the bottom, and contact info in the header. And whatever their Call to Action (CTA) is, most likely it will point to only one of these.

What’s the reader’s motivation to sign up? To engage? To call you? Setting a clear goal for conversion makes it possible to design and structure your blog around that goal.

Some examples:

  • Do you have a consultancy that depends on clients calling you? Then point your content and CTA toward your phone number and contact page! Consider disabling comments and saving “sign up” forms for a popup triggered when a reader tries to leave your site.
  • Is your blog the landing destination from your social media? Are you trying to create a community? Emphasize comments and engagement! Both in the content of your post and in all of your CTA’s. (Especially if you have a community-based paid service.) These are the blogs that wind up with hundreds of comments and shares.
  • Is a large part of your business seminars, webinars, o? Podcasts, ebooks? Include a signup form in the sidebar and then again at the end of your post! Also consider adding an “alert” to your header announcing your next event.

The point is to match your conversion strategy to your goals. If you can’t exactly say what you want your reader to do next, they won’t know, either.

Tip 2: Find a Good Reason to Blog (Beyond Making Money)

We hope you found our “Transparency Statement” refreshing. That’s the point! No one is going to come to the blog of a business expecting them not to try to sell something. Pretending otherwise is pointless.

On the same token, if that’s all you’re trying to accomplish, your reader will be able to tell. And most likely, they’ll bounce.

Your blog exists to engage with your target audience. Trying to exploit them will only turn them off. Trying to exploit them while pretending you have their interests at heart? That’s literally adding insult to injury.

Even if your main reason for having a blog is converting readers into leads (and then, customers), that can’t be your only purpose. So what’s the best purpose?

Well, we think the best reason to blog is to help your readers. Use your blog to put the “serve” in your service. Identifying their needs is crucial to your business! And if you can help them in some way that costs you little but saves them money or time? That’s a first impression worth investing in!

Tip 3. Offer Content of Value

We cannot stress this enough. Content marketing — like all marketing — is all about value exchange. When you publish a blog to the internet, you’re asking for the most valuable resource people have: their time.

At Custom Marketer, we consider any such first impression the digital version of handshake. Try following that up in real life with, “Here’s why you should give me money.” If that sounds ridiculous, it’s no more effective online.

For your readers, your content is only as valuable as it is useful. If you’re offering advice, make sure it’s actionable. Give examples (a great place to insert case studies). Don’t just tell, show.

Keeping your reader’s interest is key. That’s what motivates them to keep reading. The easiest way to keep their interest? Understand their need, and offer actual, useful solutions.

Of course, this does not mean to give away all of your secrets. The point is to provide just enough value to demonstrate your skills and knowledge, establish trust, and generate interest in what else you have to offer. This also demonstrates respect for your reader’s time…

Tip 4. Show Your Reader Respect

If you want conversions, it’s essential to immediately establish the kind of service you intend to provide after your reader becomes your client. The overall tone of your blog post needs to reflect the tone you use with your clients.

Far too often, businesses simply post dry, informational articles. They talk at their readers, rather than with them. When trying to inform and educate your reader, this can even come off condescending.

On the other hand, talking over their head is no better. This is a mistake that’s far too easy to make, in part because a lot of the content marketing advice you’ll find online is by content marketers for other content marketers. So they’re often stuffed with insider marketing terminology.

Want a real-world example? Just consider what you’ve read so far. Yes, we’ve used a few marketing/sales terms. But, odds are, if you’re a small business owner, you’re already familiar with “conversion,” “leads,” and “Call to Action.”

This is a big part of creating engaging content. Engage your reader as an equal. Your blog isn’t a dissertation; it’s a conversation.

Tip 5. Be Honest and Authentic

That’s a bit ironic for a marketing firm to say, right? However, the fast-talking, simplistic “Mad Men” days of marketing are long gone. Consumers are constantly inundated with ads, calls to action, and marketing tactics on a daily basis. And, as we all know, a good portion of those ads are misleading.

Keep this in mind when writing for potential customers. They’ve been burned before. They’re wary. At the first scent of misdirection, you will lose readers.

That’s another reason we included a “Transparency Statement” at the beginning of this post. Of course we want your business! But we’re happy to provide you some insight and assist you in writing your blog, in exchange a little bit of your valuable time.

Stating one’s intentions right out of the gate disarms suspicion. Our intentions are clear, open, and true. Our kind of bluntness may not be for everyone or fit every blog. Regardless, this is an important aspect of business in general, let alone blogging.

In the same vein, here are a few quick do’s and don’ts for establishing and maintaining an honest, authentic approach in your blog posts:

  • Make a clear promise of what your post offers in its introduction.
  • Keep that promise! Fail to deliver and your reader will have no reason to trust you.
  • Stay on point. If you find yourself trailing off in another direction, consider making a different post for it.
  • Keep a consistent tone. Humor is great! Where appropriate. Too dry is bad, but random and confusing is worse.
  • Watch out for self-contradictions. They’re surprisingly easy. Come back to your post later and read it as a whole. You might be surprised at what jumps out at you.

And Don’t Forget the Conclusion

See what we did there? ←Appropriate humor.

There are plenty of impatient readers who will skip to the end just to see if your article is worth their time. That’s why your conclusion needs to be thorough and well-thought out. Summarize your content, reemphasize your takeaways (main points), and bridge your content to your closing Call to Action.

Like we said, it’s better to show than tell! So…

Maximizing your conversions from your business blog requires that you have a clear goal and strategy before you start. This will dictate your design, which influences your content.

From there, it’s all about establishing your rapport with your prospective client:

To be considered trustworthy, you need to establish trust and keep your promises. To engender confidence, you need to be consistent in tone and message. And, with an authentic voice and honest approach, exemplify the respect you show your paying clients. After all, that’s what you want your readers to become!

These may all sound like common sense, but many of the strategies it takes to implement them come from hindsight and experience, not to mention many hours of research and training.


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