Six Things Your ABOUT US Page Must Include

INTRODUCTION

The "About" page is one of the most critical, yet often neglected, pages of a website. At its best, the copy on your About page is really about the website visitor. It highlights the problem the visitor is experiencing and shows how the business or nonprofit is solving it.

It creates a personal connection that leads to a sale or donation.

Let’s take a look at an outline of the six sections I like to include on the page and a brief explanation of each section's purpose. Then, I'll share an example of the copy I created for CumminsDesign.com.

SIX KEY SECTIONS ON YOUR “ABOUT” PAGE

Section 1: They Understand Me!

You’ll start by stating a bold fact that the website visitor will agree with. They’ll connect with you, because they’ll be thinking, “They understand me!”

In this section, you’re also highlighting the problem they’re experiencing and how you solve it. You’re sharing exactly what you do, just like you did on the first section of your home page (you DID do this, right?).

Section 2: Storytelling

Three options for this section include the business or nonprofit leader telling a success story, a client or customer telling a success story about their experience, or an article excerpt.

Storytelling is essential for success.

Section 3: Build the Relationship

Here, I like to layer in more information about your organization, focusing on the information that will best help the reader connect to you and your work.

It’s also a good place to demonstrate empathy and boost credibility.

Section 4: Make Introductions

This can literally mean introducing your staff, or it can mean offering insight into others who help make your products, services, or mission a reality.

Tip: This is a great place to share a video.

Section 5: Here’s Why Other People Like Us

This is the place for testimonials or a case study. Include direct quotes from your customers or clients or describe in more detail how you worked with one of your star clients.

Remember that every testimonial or case study should do at least one of three things. 1) Highlight a benefit of working with you; 2) Overcome an objection; or 3) Describe how you solved a problem.

Section 6: Extend an Invitation

This is your call to action. Invite your website visitors to take action, such as downloading your lead-generating PDF, following you on social media, or scheduling a call.

HERE'S THE COPY I WROTE FOR CUMMINSDESIGN.COM

Now, let’s look at how this worked for John Cummins. John creates 3D product visuals and animations to help manufacturers make more sales. Here’s the copy we created when he updated the CumminsDesign.com website.

Section 1: They Understand Me!

New ideas become reality (aka, get funded or purchased) only when others can understand the value of your vision. This means 3D renderings and animations can be the key to success.

Section 2: Storytelling

Cummins Design owner John Cummins shared one of his favorite customer-success stories. “A friend and client in the RV industry set out to design a new RV concept and open his own manufacturing company,” he said. “He designed a sleek, European-style travel trailer and I produced all the renderings. He took those visuals and traveled the country looking for investors.” In the end, the client’s results exceeded his expectations. “Instead of an investor, he found someone who wanted to buy it outright, and made him an offer he couldn’t refuse. They hired him to create and launch his new line of RVs.”

Section 3: Build the Relationship

Here's Our 3D Promise

Details. We understand every project is unique, and successful visuals are created by managing and showcasing the details.

Dedication. We’re 100% dedicated to your success and are willing to work hard to earn your trust.

Deadlines. We deliver on time and on budget.

Section 4: Make Introductions

John Cummins leads the Cummins Design team. He’s an engineer, artist, and videographer, which makes him uniquely qualified to create 3D illustrations and animations and to build interactive sales tools. But he’ll tell you that even more important than his artistic passions is the real-world construction experience he brings to every project. 

“In my career, I’ve run engineering departments where I created construction drawings, supervised construction projects, and worked in quality assurance,” says John. This insight makes working with Cummins Design a step above a traditional agency. “I know how things are made, and that makes me better equipped to solve problems for our clients.”

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Section 5: Here’s Why Other People Like Us

Case Study: Homes for Life

Based in the Carolinas, Homes for Life designs beautiful, custom homes with accessibility features for multi-generational families, people with physical limitations, or people who simply want to age in place.

Their designs offer an exceptional quality of life for homeowners, and Cummins Design began working with Homes for Life shortly after Bob Aquilino founded the company. “We needed someone with experience in the home-building industry to create high-quality renderings of our model homes,” says Bob.  “As a start-up, it was essential that we put our best foot forward. Cummins Design was easy to work with and their high-quality designs helped us demonstrate our credibility and professionalism.” 

Section 6: Extend an Invitation

John's site invites website visitors to download his portfolio PDF, 50 Ways You Can Use Visuals to Make More Sales. It also gives visitors an easy way to get in touch with John to schedule an appointment. And in John's case, we also included a seventh section with FAQs.

CONCLUSION

I’d like to challenge you to go take a look at your About page right now. It’s natural to want to share all the wonderful things about you, your team, and your business on this page. After all, it usually says, “About Us.”

But if you want to make your About page work harder for your business or nonprofit, you’ll make it about them – your website visitor.

As you can tell from John’s example, there are still great ways to incorporate your expertise. Just be sure you’ve connected with your website visitor (and their problems) first.

And of course, if you need assistance with your website copy, send me a DM!