It's all about you

Unlike in the real world, where people can visit and get a feel for your company through direct interaction, your website often provides the first impression online visitors will have of your business.

The About Us page is where you showcase the people and reasons behind the business. Here, you are selling your company, not your services or products. This page should explain who is behind the company, why it was established, and what makes you special. Consider including the following elements:

Company Philosophy and Passion
What drives you to be in business? What is your passion? Share your 'mission.'

Company Background
Explain why the company was started, even if it was three generations ago. For example, I was made redundant, and a family member knew of my skills in building websites and recommended me to their boss. Thus, my website company was born.

Key Staff
Highlight any staff who have been in the industry for a long time, have invented something, or are well-known personalities.

Your Skills
Include any important qualifications that staff may have, such as degrees, postgraduate training, and a commitment to constant up-skilling.

Awards
Mention any relevant awards your company has won. Ensure these are pertinent and not outdated, as there’s nothing worse than a dusty trophy cabinet.

Community Values/Involvement
Detail any community-based activities your company engages in. Do you work with charities, have a favoured cause, or maintain close ties with the community? Mention that you are local and community-focused.

The About Us page is unique in that it’s about you and your company, not about explaining your services or products. Imagine you are in an elevator or at a BBQ, and someone asks, “Why is your business different from the one down the road offering a similar service?” What would you say?

Writing Style
Like every page about your company on the website, always write in the first-person style (I, we, and you) to engage the viewer on a personal level. This approach makes your content feel more inviting and helps establish a connection with the reader.

First Person Example
'After returning home to Hamilton following a three-year OE, I noticed other companies in my industry 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, offering more skills, experience, and services. However, our focus always remains on meeting our customers’ needs effectively. If you need help or advice, please visit us on Victoria Street. Call Janet on 07 823 8764 to make an appointment.'

Third Person Example
‘Established in 1989 in Hamilton, New Zealand, TONY & Co. is 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 and gives a call to action but is very formal and less engaging. The first paragraph, however, is written to be open and inviting, explaining the company’s philosophy of being customer-focused and gently inviting the customer to visit.

When writing about a supplier or customer on your site, you might use the third person.

Calls to Action
Calls to Action are essential if you want people to contact you. When asking people to call or email you, place the phone number or email address directly after the call to action, even if it’s also at the foot of the page.

Good service to customers is now a norm, not a selling point. On your About Us page, show that you are the right (and nice) people to deal with as part of your company culture.

When you have written your About Us page, proofread it and ask someone else to read it. They may suggest things you missed. The hardest part of writing any part of your website is that you know your business inside out and often forget just how good you are.

Stimulating Ideas for Your About Us Page

• What is your 'Why' – the passion that drove the business to be set up?
  
• What is the history of the company?
  
• Are there any key staff who should be featured?
  
• Have you won any awards?
  
• Do you support any community programmes or charities?
  
• What differentiates how you deliver your goods or services, making you stand out from your competitors?

Website Angels Can Help
Creating a compelling About Us page can be challenging, but Website Angels can assist. As part of our retainer marketing service, we help you craft engaging, informative content that truly represents your business. Contact us today to learn more about how we can support your website and marketing needs.










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