The simple trick to writing an amazing ‘About us’ page

Guest Post by: 23 Wise Words


Stats show that the ‘about us’ page is the second most visited page on a website (after the home page), so getting it right can mean huge potential for increasing sales and engaging with your customers.  

But this secret sales weapon is so often overlooked or undervalued, because when it comes to putting the story behind your business into words, it’s actually a lot trickier than it seems.

You’d think that the unwavering belief, passion and purpose you have for your business, should make writing your backstory easy, right?

Well, not quite. From a Psychological point of view, the part of the brain that controls emotion is not connected to speech or articulation, meaning the more emotionally connected you are to a subject, the harder it is to find the words to describe it.

But don’t worry, all is not lost because the trick to writing a great ‘about us’ page is actually not to make it all about you anyway.  

What your reader is actually looking for is not who you are, but more what you can do for them; approach your content with this in mind and the writing becomes a whole lot easier.

Before you put pen to paper (so to speak), it pays to do some serious research on who your target audience is:

  • What market gaps, pain points or challenges does your service or product offer them that no-one else can?
  • What might their reservations be about buying from you?  
  • What kind of language or tone of voice resonates with them?

Once you have these insights, consider what it is about your backstory, or your business’ brand story that will resonate most with your audience.

Although it’s important to lead with the customer in mind throughout your site, the ‘about us’ page copy differs slightly, in that it allows you to be more personable, relatable and form a deeper connection.

Here are some other content ideas to think about including in your ‘about us’ page to truly make it awesome:

  1. Your differentiator – what is unique about your business? Why should people choose you?
  2. A testimonial – not just reserved for ‘Services’ pages, a testimonial provides great social proof
  3. A story. Storytelling a buzzword in marketing for good reason. Stories are shared and ultimately you want your business to be talked about
  4. A strong call to action (or CTA). You have to guide your reader to where they should go next on your site, be it your contact page, or to shop

Tip: ‘Click here’ is not a strong call to action. Think about what words will inspire your customer to purchase, or contact you then and there. It helps to think about what their reservations may be after reading the rest of your page and squash these in the CTA copy that leads up to the click button.

The reality is, when it comes to writing this part of your site, top and front of mind should be how to make it ‘about you’ and not ‘about us’ and if you think of it like that, it’s really not so difficult after all.


Would you like a professional to assist with your ‘about’ page?

For all Digital Mum Directory readers who already have an ‘about’ page, but wouldn’t mind a second opinion, Elena from 23 Wise Words will review your page and suggest up to 5 tweaks or changes for $65.

If you need help putting your business into words, whether it’s your brand promise, elevator pitch, mission statement, website, or ‘about you’ page, here’s where you can find me.


I'd love 23 Wise Words to review my 'about' page!

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