About Us Is Really About Them

The About Us page of your website should really be about your customers.

The About Us page of your website is the face of your company.  Without it, you remain a faceless wonder to your customers.  However, did you realize that, when writing your About Us page, the structure should be about your customers?  Oftentimes we think of this page as the place to tell our life story.  In reality, most customers don’t visit the page to just read about our lives; they visit it to read how our lives position us to help them in their lives.  So, while this is the place to brag about what makes you so good at and passionate about what you do, remember that this page should be customer focused, just like the rest of your website.

You might wonder, how do I write about myself and make it about the customer?  The key is the structure of the content.  Instead of starting right off talking about you and what you do.  Try starting with a question that could spotlight why a potential customer might be visiting your site.  Let’s pretend I sell clothing online.  My first line might read something like, “Do you struggle to buy clothes online because you’re always worried that it won’t fit right and fear the hassle of returns?”  This line grabs your target audience.  Now that you’ve hooked them, you tell them you’re the solution to their problem.  “We understand, and that’s why offer a guaranteed fit and no hassle returns.”  Now’s the time to brag!  Tell them what you do, why you do it/how you’re qualified, and then a little bit about you on the personal side.  Save your professional resume for LinkedIn – just hit the highlights that are truly relevant to your customers.  But don’t forget to include at least one picture – you don’t want to be a faceless company!  To see a more complete example, check out Design by Cline’s About Us page.