How To Write an About Us Page That Hits Your Target Audience

about us website page

People are always looking for information about companies. There have been numerous studies done that show anywhere from around 80% to 97% of consumers will visit a company’s website before making the decision to purchase. Your About Us page on your website is an important piece in that decision-making process. What is the best way to write an about us page that hits your target audience?

Your About Us page is one of the most important pages on your website. It’s where potential customers can learn more about what your business is all about and reaches them at an emotional level. Include some key points that will pique their interest, such as the history of your company and what sets you apart from other businesses in the industry – and how that benefits them.

Step 1: Research Your Target Audience

When creating an About Us page, it is important to research your target audience. Hopefully you have already done this, but if not, you will want to start now. This will help you craft a page that is both interesting and relevant to your audience. By understanding who you are writing for, you can create content that resonates and drives traffic to your website.

Finding your target audience can be a daunting task. This can be done by doing research on the demographics of your area, studying what people are buying and talking to people who sell similar products or services.

To create an engaging “About Us” page, start by thinking about the emotions you want your readers to feel. People tend to make purchase decisions based upon emotions (and then back up their choice with logic). When you’re writing, try to put yourself in the shoes of your target market and figure out whati makes them tick. 

For example, if you’re a web developer, you might want to talk about the technologies you use and how they can help your business. If you’re a graphic designer, you might want to write about how your work helps people communicate ideas.

Whatever your topic, make sure that your “About Us” page is full of information that will interest potential customers. Try to include photos of the team, testimonials from happy customers, and any other information that will make them want to learn more.

Step 2: Write a Headline or Title That States Your Purpose

A compelling headline is always important. Where most entrepreneurs go wrong is making the headline all about them (which seems reasonable on a page that is all about them), but you need to flip it around a bit and make it all about your prospects and clients.

You want to create an about us page that will resonate with your target audience, so what do you need to do? Start by thinking about what it is that you offer your clients or customers. That’s what you do on a surface level.

Now, ask yourself what that means for your clients. You always need to dig deeper, because their purchase decision is driven at a deeper level.

If you want to attract clients, your headline must be attention-grabbing and catchy. Here are a few tips to help you write headlines that will get people reading your content.

  1. Think about what your target audience is interested in.
  2. Use keywords to attract attention. We aren’t talking an “seo keyword” here … but words that will resonate with your audience.
  3. Make sure your headline is catchy and easy to remember.
  4. Keep your headlines simple and to the point.
  5. Test different headlines until you find the one that works best for your content and target audience.

Step 3: Introduce Yourself and Your Company

When starting a company, it is important to create a company history that engages the audience. This can be done by writing about how your company came to be, what its core values are, and how it has impacted the community or industry it operates in. By doing this, you will create a connection with your audience and show that you are invested in their well-being.

Use strong, persuasive language throughout your page. Remember, this is an important sales tool for your business, so it’s crucial that you make a good impression on potential customers.

It’s important to share what makes your company unique. This can be done by writing about the company’s history, its core values, or how it has impacted the community or industry it operates in. By doing this, you will show that you are invested in the well-being of your audience and that you have something valuable to offer.

Sharing what makes your company unique is one thing; showcasing its achievements and accomplishments is another. This can be done by writing about how your company has helped others, what awards it has won, or how it has made a positive impact on the community or industry it operates in. By doing this, you will show that your company is a leader in its field and that it has something to offer the world.

Step 4: Describe What You Offer in a Unique Way

Use storytelling throughout your About Us page. This is a great opportunity to connect with your target audience on an emotional level and give them a sense of who you are as a company.

Use strong, persuasive language throughout your page, yet language that is also easy to understand. You don’t want any confusion on this page … as a piece designed to evoke emotions, the emotion you want is not confusion.  Remember, this is an important sales tool for your business, so it’s crucial that you make a good impression on potential customers.

Be transparent and honest about who you are and what you do. It’s okay not to do it all, and say so. It’s okay if not everyone is your ideal client. It’s okay if you don’t have as much experience, or as large of a team, or whatever it is that you think you need to hide from this page. They can all be selling points when presented well.

Finally, be sure to include a call to action on your About Us page, such as inviting potential customers to sign up for your newsletter or schedule a consultation. This should not be a “salesy” pitch but something designed to help the prospects.

Step 5: State the Benefits of Working With You 

When it comes to working with a business, potential customers want to know what they can expect. An effective way to do this is to list the benefits of working with you. But, it’s critically important not to confuse features with benefits – which is where we see most businesses go wrong.

Some of the features of working with your company could include:

  • Expertise and knowledge in the industry
  • Exceptional customer service
  • Cutting-edge products or services
  • Highly competitive prices

What you need to do is take each of these features and talk about how and why they benefit your audience based upon those emotions that you want to evoke in your audience. The exact benefit can vary a bit by audience and what they need to hear.

By including this information on your About Us page, you can give potential customers a better idea of what they can expect from your business. This could be the deciding factor in whether or not they choose to work with you.

For example, when I say that I have 30 years of experience in marketing and have worked with Fortune 500 companies … that’s a feature.  How that benefits my clients is by the fact that I’ve already worked with thousands of businesses and their marketing campaigns and found the things that work, and more important the things that don’t work, which means that I help my clients avoid wasting time and money on marketing strategies that are a flop … likely on strategies that they’ve heard some of the Marketing MLM companies espouse that everyone needs to do, but I have experience from thousands of clients who have come to me after those methods have failed miserably.  It means that I know the best practices of how to put all of the processes together so that they work seamlessly rather than spending money on yet another platform that actually ends up making more work for you, rather than having your systems work for you.  I know how to look at all of the different marketing platforms in use and determine which ones can be cut because they’re just a big waste of budget, actually saving my clients money along the way, ranging from saving the amount they spent on my fees to saving 5 figures or more a year. Those years of experience have allowed me to cut through all the BS out there and tell you which strategies are a big crock of poo that you should either completely stay away from, or that may work for a handful of businesses but that your type of business doesn’t really need to do because it will actually make you look like less of the expert that you’re aiming for.  Which benefit I focus on in my About Us page should be guided by who my target audience is and the emotion I want to evoke.

Step 6: Where to Start

Like I always say, start wherever you are. If where you are right now is a boring bio filled with technical jargon and you just don’t have the time to revise it into something more powerful, then hire a copywriter (our team is ready!).  If you also don’t have the budget to hire a copywriter, then use it as is, or adapt it with a couple of minor tweaks such as to add the story about how and why you got started.

You always have to start with what you already have. And build from there. I’ve given you the framework above that will give you a goal to work towards as you finetune it as you go. Having the end goal to work towards is much more important than where you start.

Creating an about us page can feel like a daunting task, but it’s worth it in the end to create a fascinating story about your business. If you follow these steps, you will be able to create a page that hits your target audience and brings in the traffic you need!

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