When creating websites aimed at selling goods or services, it is important to work on the reputation of the resource and inspire the trust of potential customers. One of the methods for increasing trust is the competent creation of an “About Us” page.

There are a lot of nuances in this issue: what is better to write about, how to present information correctly in order to make the target audience want to buy from your company? An about page is very important for any online business. It is here that you get the opportunity to convey your idea, tell the target audience why choosing your company is their best decision. We have prepared a number of recommendations that will help you create a high-quality description of the company, draw up detailed technical specifications for a copywriter and stand out among the crowd of competitors..

Features and purposes of creating an “About Us” page

The development of this part of the site requires special attention. For many visitors, up to a minute is enough to look at the resource and make a decision about the feasibility of cooperation, the benefits of the purchase and the reliability of the site. Creating a high-quality “About Us” page will help you convey to your target audience the benefits of cooperation with your company and instill trust in the brand.

The purpose of the “About Us” page is to present your company in such a way as to make the target audience want to make a purchase or order a service from you. The correct compilation of this page is relevant for many commercial projects, corporate websites, and online stores.

What is the best way to write about a company?

An informative page about the company should increase its image and sales. For these purposes, it is better to cite your real advantages over your competitors. This could be a loyalty program for regular customers, environmentally friendly product packaging, or the company’s participation in charity. Telling about the main advantages in an accessible way is one of the principles of a high-quality “About Us” page.

You can supplement the information by describing the features of the work, philosophy and principles of the company. The subtlety in describing a company is to succinctly convey the main message, the positioning of the brand. With the right approach, thanks to such an “About Us” page, you can easily replenish your customer base with loyal customers.

Tell website visitors why your company is the right choice for them. Think about how you differ from your competitors, for example:

  • many years of experience in the field,
  • company achievements,
  • benefits from cooperation with you.

Additionally, the use of video and visual content will simplify the perception of information. You can also tell a brief history of the brand, a little about the employees behind the well-coordinated and efficient work of the company. An interesting and well-thought-out “About Us” page will be proof of the company’s competence and reliability.

What should not be on the About page?

Special attention should be paid to what should not be written in information about the company. To create a high-quality and selling description of the company that corresponds to its principles and philosophy, you also need to know the following nuances:

  • Nobody wants to read a long and boring “sheet” of text. The description should be accessible and easy to read so that the visitor can quickly become familiar with the benefits of the brand.
  • The company description should contain content that is relevant and useful to a potential client: it is better not to include, for example, biographical and personal information about the manager or the founder of the company in the “About Us” page. If you need this, it is better to think about creating a separate page for these purposes.
  • Do not write negativity or criticism of competitors; it is better to focus on a competent description of your brand and the benefits of cooperation with you. This will help more with promotion and image formation.

We also have a useful article in general about text content for websites, which you can read at link .

What are the errors?

When developing the “About Company” page, some errors are also possible. We invite you to familiarize yourself with the most common ones so that you do not allow them on your website.

  • Using banal, boring phrases like “professional specialists”,
  • The texts are too long or, on the contrary, the description is 2-3 sentences long. Write informatively, dilute the content with a visual component (photos, videos, infographics),
  • Poorly readable text. To make the material easier to read, divide it into paragraphs according to meaning, add lists. This will make it easier for the reader to focus on what is important.
  • Using small font, busy backgrounds, too many animations. This may repel resource visitors.
  • The brand description is written in the third person.
  • You should not use the pronoun “You”, an arrogant tone.

Avoid such mistakes and you can easily create a sales “About Us” page. A high-quality company description will help you sell more and gain the trust of your audience.

In conclusion

To summarize the above, we repeat: when developing an “About Us” page, remember that it should help you sell, and not just be template text. Therefore, create page content taking into account the characteristics of the brand, make the material accessible, logical and useful for potential buyers. In this article, we told you about the main mistakes when creating an About Us page. Take these recommendations into account and it will be easier for you to stand out among similar companies, since not everyone does it correctly.