There’s so much to consider when it comes to the information on your website. We’ve talked before about each of the different pages your website should have — from a stellar homepage to an easy-to-use Contact Us page to a compelling (and irresistible) sales page.

Now, it’s hard to say whether any one part of your website is more important than the others. After all, a great sales page doesn’t do you much good if your potential customer has a question and your contact page isn’t helpful; inversely, that great contact page is useless if your web visitor knows what they want to purchase but can’t navigate the sales page.

However, one section of your website that you should never, ever, ever underestimate is your About Us page. The problem? Far too many business owners don’t put time and effort into their About page. If they even have one, it’s thrown together as an afterthought. “People are here to buy something,” you might think. “They don’t care about me or the background of my business.”

Nothing could be further from the truth! Even if your customers aren’t aware of how much they care about you and the background of your business, they are. You’ve heard the wisdom time and time again that people want to patronize those businesses they know, like, and trust. You also might have heard the expression, “People don’t buy what you do; they buy why you do it.”

The overall message: If you’re going to demonstrate to customers why your business is great, they need to get an idea of why you’re different from everybody else. Why should they go to you when there are others who might be less expensive, more convenient or offering a better product?

Your “About Us” page is a way of giving people an opportunity to understand who you are and what your business stands for. It doesn’t have to be complicated, but it does need to be memorable. Here are some ways you can create a great About page:

• Create engaging, thorough copy that addresses your vision for your business — including your mission and your values. Go with clear, direct copy. Although cutesy or clever copy might be tempting, you should avoid it if it means your message potentially comes across as unclear. Similarly, avoid anything hyperbolic or exaggerated that could be setting your customers up for disappointment. In general, any kind of superlative (“the best,” “the greatest,” “the most”) falls under this category. Instead of saying you offer “the most reliable financial advice in town,” say you offer “financial advice that your clients can depend on, even when it isn’t what they necessarily want to hear.”

• Dive into your background and give your customers an idea of what happens behind the scenes of your business. When they understand why you opened your business and why you (and your employees) work so hard every day, this will strengthen their trust in you. This is a place where photographs serve your About Us page just as well as strong copy. Use pictures from your first day open, from your ribbon cutting, from your company potluck, or from award ceremonies where you were honored.

• Approach the copy from the perspective of your customers — ask yourself what pain points or problems your business will solve for them, and communicate that you understand what that problem is. If you can, explain what you have in common with your customers — how much do you understand their struggle? Why do you wish your business had been available to yourself at some point in your past?

• Be specific and engage in facts, as these will convey a stronger, more vibrant version of what you do. If you tell your readers that summer tutoring is important because many students digress in their studies when they’re away from the classroom, your web visitors will think, “Okay, yeah, I’ve heard that before.” But if you state third- to fifth-graders can lose up to 20% of their reading gains over summer break, your potential customers will sit up and pay attention. They will also see you as a reliable source, and someone who is therefore trustworthy.

• Remember that you’re telling a story. Maybe it’s not a linear story (that is, it shouldn’t be, “I had an idea for a business, then I opened it, then it grew…”) but instead one about a problem and a solution. You saw a need and stepped in to fill it. You are uniquely qualified to meet that need, even if there are others out there who do something similar to what you do. Make sure your About Us page has a clear problem and solution presented — and makes it clear that solution is available to your customers as well.

• Above all, be relatable. Aim for straightforward, positive language that isn’t stiff or overly formal. This is your chance to give your potential customer a chance to feel as if they really understand what you’re all about.

At ASMM Digital, we’re all about helping you create an outstanding digital presence, including a memorable website with an About Us page that conveys what sets you apart from the rest. Need help coming up with something good? Reach out to us today by calling 443-679-4916 or emailing ann@asmmdigital.com.