About Us Page Content

About Us Page

Unlike in the 'real world' where people can visit you and get a feeling for your company by talking to you, on the web your site is your first impression.

The About Us page is where you show customers the people and reasons behind the business. The main thing to bear in mind is on this page you are selling your company, not your services, not your products.

This means that you will explain who is behind the company, why was it established, who is the leadership team, what makes them special.

Things to consider including on this page

Company philosophy - What drives you to be different? What is your business passion?
Reason for starting the company (even if it was three generations ago) - For example I myself was made redundant and due to a recommendation by a family member to her boss I ended up setting up my own website company.

Key Staff - Have any staff been in the industry for a long time, did they invent something, are they 'well known' personalities?
Any qualifications that are important to your business operations and customer satisfaction. Include Degrees, post graduate training, commitment to constant up skilling etc.

Any awards your company has won/received, but keep it relevant, a 50m Swimming Certificate is not relevant (unless you are a swim teacher!). Also if they were a long time ago they may not be relevant, nothing worse than a dusty trophy cabinet.

Any community based activity the company does - do you work with charities, do you have a favoured cause, do you have close ties with a community. This can be a hard one as many people do charitable work for its own reward, but there is nothing wrong with mentioning that you are local and community focused.

This page is different to all the other pages of your site as it is about you and your company and not explaining about your services or products. Imagine you are in an elevator or at a BBQ and some one asks you 'Why is your business different than the one up the road offering similar service?', this is what the About Us page is for.

Remember write in the first person (I, we, you) not the third person(at Joe Blogs they etc) as you are trying to engage the viewer on a personal level so they start to feel you are the right people to call. Below are two examples one in first and one in third person, see if you can tell the different 'feeling' it gives you.

First Person Example
'After returning home to Hamilton following a three year OE, I noticed that there were a number of other companies in my industry, but they were operating for themselves, not for their customers. After some research we opened our doors on Victoria Street in 1989 and have been here ever since. Over this time our team has grown, we offer more skills, experience and services than we did when we set up, but our focus always is and will always remain with our customers needs. If you need any help or advice, please come and see us in Victoria Street, you will want to make an appointment first (call Janet on 07 823 8764), just so we can give you our full attention'

Third Person Example
Established in 1989 in Hamilton New Zealand TONY &Co. are based at 2348 Victoria Street. Their staff are skilled and experienced in dealing with customer issues and are happy to help as much as they can. Please call the number below to arrange an appointment.

The second paragraph delivers the facts, gives the location and even has a call to action to get customers to come to the office. But it is very staid and stilted, very formal. The first paragraph has been written to be open and inviting, it explains the companies philosophy of being customer focused and gently invites the customer to visit, but make an appointment first so they get the full attention of the company. In the first paragraph the actual address was left out deliberately. This is because when they call Janet, she will confirm the appointment and tell the customer the best place to park or what bus to catch, all emphasising the personal service and caring for the customer.

With regards to 'Calls to Action', please see the section in this guide about them BEFORE you write anything for your website. They are essential if you want people to call you, which you do!

When you are asking people to call you or email you, put the number or email address directly after the call to action, even if it is on the foot of the page.

Good Service to customers is not an option any more, neither is it a selling point. Good, honest service, respect and politeness are the norm, not the exception. On your About Us you need to show the customer that you are the right (and nice) people to deal with.

When you have written your About Us page, like all the other pages in the site, proof read it and then ask someone else to read it. This could be a family friend or an new employee. Ask them to be honest and you will be surprised that they may suggest things that you hadn't even thought about.

The hardest part about writing any part of your website is that you know your business inside out and you often forget just how good you are. On this page you are blowing your own trumpet (in a nice way) so ensure you include even the stuff you think may be unimportant.