Writing Your “About Us” Page, How-to Tips from a Website Copywriter

Writing Your “About Us” Page -- It's All About You

Wondering what to write on your “About Us” page? After all, you don't want to sound like you're bragging. But you also shouldn’t bore the reader with a long, detailed resume. As in most things, the best answer is to find the middle ground.

The “About Us” page is the place to toot your own horn, but do it with facts not hype. That is, talk about the experience you bring to the table. Tell how many years you’ve been in business. Give your company’s story, the reason why it was founded. Describe your capabilities and explain why you're uniquely qualified to offer the service or product you sell.

The Internet is teeming with websites selling almost the same goods and services. Your “About Us” page should help persuade someone to do business with you instead of your competitor.

Should it be written as though an objective third-party has provided the information? No way. You're not fooling anyone. Everyone knows the “About Us” page is written or at least approved by the website's owner. So go ahead, use first person (I) or second person (we), depending on which is more appropriate for your situation.

A visitor to your website wants to know that there's a real human behind this "internet thing." It’s okay to be conversational in your copywriting. Be friendly. Be likable. Speak with passion about your company’s mission. And let your personality shine through. You can still appear professional while being friendly and even funny.

Include your photo and also pictures of your employees if appropriate. These don’t have to be studio portraits. They can be pictures taken in your work environment. A picture will make you seem more real and will help the visitor begin to feel he knows you. From there, it's just a small leap for him to trust you and want to do business with you.

People want to connect with other people. That's easy to forget when writing a corporate website. But consider the incredible success of MySpace and Facebook. These social networking sites are essentially a colossal collection of "About Me" pages.

When writing your website’s "About Us" page, look upon it as an opportunity to build a relationship with prospective customers. The central message to convey is that behind your business is a real human being who has his customers' best interests at heart.

Need help writing your website’s “About Us” page? A professional copywriter can help capture the essence of what makes you unique. Contact Susan Greene, a Florida professional copywriter, to discuss your website content needs. Susan@SusanGreeneCopywriter.com, 407-578-5528.