Unlocking the Mystery of How to Write an About Us Page

Unlocking the Mystery of How to Write an About Us Page

You sit and stare at a blinking cursor on a blank screen. You’re wondering how to write an About Us page for the website that will launch your new business … And you’ve got zero inspiration.

Should you talk about your years of experience?

Should you touch on your education?

Should you describe your passion?

Let me be as clear as I can be in answering those three questions: No, no and no.

Don’t get me wrong: This is exactly what most About Us pages include — details on experience and education, as well as a brief mention of the business owner’s passion for the industry. Some businesses even include testimonials to spice things up a little bit.

And that’s why no one reads them.

Your About Us should be all about your customers. It should never be about you.

It’s Not About You

I was looking for fodder for this post, and I stumbled across a creative agency that describes the Top 5 things an About Us page should include. No. 1 is “your company’s vision and philosophy.” Ugh. When was the last time you read a company’s vision and philosophy and thought, “Hmmm, how interesting …”?

Visitors to your site don’t care a lick about your vision and philosophy. They don’t care about your experience and education, and they really don’t care if you’re passionate or not about what you do.

So what do they want? They came to your site with a problem, and they want to know if you have a solution. That’s it.

Are you starting a site about fitness? Your visitors don’t care how long you’ve been lifting — they want to know if you can help them get into shape.

Are you consulting businesses on marketing automation? They don’t care that you have an MBA — they want to know if you can help capture and convert qualified leads.

Are you doing one-on-one coaching with young athletes? They don’t care how much you love the game — they want to know if you can take them to the next level.

Given that your About Us page is not about you at all, how should you approach it? Use these three steps.

1. Describe the Problem

Think about your users’ experience: They are most likely searching the Internet for a clear solution to a specific problem. As they browse, they most likely give each site only a few seconds to demonstrate that it understands a visitor’s problems.

So put that right up front in your About Us page.

For the fitness trainer: Have you tried every fad workout and diet only to see no results?

For the marketing automation consultant: Have you invested thousands in an automation platform, but you’re not seeing any sort of return?

For the one-on-one coach: Are you good enough to make the team yet struggling to perform at a level that will earn you a scholarship?

This approach lets your visitors know immediately that you understand their problems — that you know the challenges and frustrations they are experiencing.

As they read, they will find themselves nodding along in recognition that someone finally gets it. As they read, they won’t be able to help but bookmark your site, sign up for your email list or fill out a contact form. And, best of all, when it comes time to invest in a solution, your solution will be the obvious choice.

2. Connect the Problem to Your Services

After you describe your visitors’ problems, begin to pivot toward the solution. This often takes the form of a personal anecdote. A few examples:

For the fitness trainer: I was in the same boat. In fact, I remember sitting on the couch, overweight and out of shape, and deciding that enough was enough. That’s why I committed to finding a solution.

For the marketing automation consultant: I’ve had the same experience. I’ve wasted an incredible amount of time and money struggling to integrate and make the most of marketing automation systems. I know just how frustrating that waste can be, and I also know that there’s a better way.

For the one-on-one coach: I can recall being an average player and watching my teammates get better and get praise and get opportunities that I wasn’t getting — and I knew I could find a path to catch up.

In Step 2, you’re showing your visitors that, not only do you understand their problems, but that you also have experienced them personally. Provide the slightest hint of a solution in this second step. In the examples above, the hints of a solution are:

  • “enough was enough”
  • “there’s a better way”
  • “I knew I could find a path to catch up”

Your visitors know that you understand their problems. Your visitors know that you’ve actually experienced those problems. And now it’s time to share the solution.

3. Share the Solution

Your visitors are ready for it: The simple solution to their problems. And that’s why you’re in business, right? To deliver solutions to other people’s or other companies’ problems.

This is when you take your slight hint of a solution and make it real.

For the fitness trainer: enough was enough … and so I studied all the approaches offered by fitness experts, I researched what worked and what didn’t, and I built my own program that included the best parts of the best workouts — and now that program can be yours.

For the marketing automation consultant: there’s a better way … and I found that better way by creating a step-by-step checklist that walks even the most inexperienced marketer through how to setup, integrate and maximize the benefits of a new automation system — and now you can access that comprehensive checklist.

For the one-on-one coach: I knew I could find a path to catch up … And I developed that path by talking to players that had earned scholarships about the drills, trainings and approaches that transformed their performance — and I created a custom regimen that I now share exclusively with my athletes.

Feel free to share features of your products and services in this part of your About Us page. But make sure you’re always laser focused on the benefits to your clients and customers — the benefit of delivering a simple solution to their nagging problems.

And then hit them with a powerful call to action. This call to action will read differently for different businesses, but it should be something like this:

Get your solution now. Period. (With a link to your Contact page embedded.)

Get Help With Your Web Copy

At High Tech IQ, we’ve written millions of words — and so many of them have been so bad.

But that’s why we’re here: To share from our mistakes and failures and to help you avoid those same pitfalls.

Do you need help crafting copy that really sings and that really moves your prospects to action? We’re here for you.

Contact us about help creating webpages and other content that turns your visitors into customers.