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How To Strategically Use Your “About Us” Page To Win More Customers

How To Strategically Use Your “About Us” Page To Win More Customers


No doubt, the “About us” page is one of the most visited pages on any business website. And usually, it spells what step the reader will take next – whether to become your customer or bounce off to another website.

Because the content of your “About us” page can influence a reader’s decision, it’s important that you write it in such a way that fascinates readers and make them want to do business with you. Sadly, most websites falter in this aspect. Most “About us” pages only contain superlative words that over-describe their business. Pages written this way won’t convert readers because they fail to convince readers to do business with you.

Now, you’re about to discover some tips on how you can attract more customers with your website’s “About us” page.

But before that, you need to know something: never start with statements like,

“We are a world class company poised to deliver high quality services to our clients all over the globe…”

Truth is; potential customers aren’t interested in whatever superlatives you qualify your business with. They aren’t interested in what you do or how you’ve been doing. All they care about are the solutions and benefits they stand to get from your business.

So, using your “About us” page, how can you convince visitors that their search for a solution or benefit ends with you? How should you assemble words that will compel them to do business with you? Here are some tips that will guide you.

1. Start with customer’s needs

As stated earlier, customers don’t care about what you do or how you’ve been doing. They only care about themselves. So, start your “About us” age with your real business capabilities. Start with answers to the first questions potential customers are likely to ask.

Avoid statements like, “we provide high quality services that surpass client’s expectations”. Instead, use statements like, “for over 5 years, we’ve been providing 100% unique and engaging content that has helped our numerous clients all over the world grow their businesses”. Statements like this will most likely captivate readers and convert them to customers.

2. Present proven facts

Adding facts such as research findings and quotes of gurus – in your business line – will help convince readers to get on with your business. If you offer web design services for example, add statements like, “According to the Small Business Administration, 80% of small businesses have poorly designed websites…”

Statements like this make readers believe that your services are credible.

3. Be honest

Rather than describe your business with terms that are overblown, use terms that describe your business in its true form. If you run a small business, never shy away from the fact that your business is small. Instead, let the readers know what they’ll gain from the “smallness” of your business. This will build trust and convince more customers to deal with you.

4. Add pictures if necessary

Pictures give life to your content and help your readers visualize all you’ve stated in words. So, add them to your page.

But if you’re sure your page will be better off without pictures, leave them out rather than add unrelated pictures that will repel potential customers.

5.  List your certifications

Don’t just describe your abilities in words. Mention and give proof of any relevant certifications that you have obtained. This makes readers think that you’re an expert and are worth dealing with.

Does your “About us” page lack all or some of these? It’s time to act! Tweak your content, delete the empty superlatives, add more facts, add benefits that your business offers customers, add pictures and certifications, and your page will convert more than you ever imagined.

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Published by Valentine Belonwu

My name is Valentine, founder of this site, an entrepreneur working as a moderator at Bizsugar a small business community news site. Connect with me on Google+ at Valetine Belonwu


  1. Martin Lindeskog · January 15, 2013

    Valentine: You have covered several things that an “about us” could encompass. I will go through it and check my site. How would you say that your own page is holding up?

    • admin · January 15, 2013

      Hi Martin,
      Thanks for seeing you here again, ;), glad you liked this post. I didn’t understand your last question very well maybe you can explain more further.

      Thanks 🙂

      • Martin Lindeskog · January 17, 2013

        Valentine: If you go through your own 5 tips and check with About Us on, how well would you score, do you think? It was more of a question of introspection! 😉

  2. sapna · January 15, 2013

    HI Valentine,

    This is the great tutorial I suppose for creating the About us page, I need to do certain modifications based on your inputs.

    Thanks for sharing this great info.


    • admin · January 15, 2013

      Hi Sapna,
      Not many people understand the power of having a good “About Us page” I have seen many people not taken that parts very serious and this was the main reason I wrote this post to educate them.

      Thanks for leaving your awesome comment 🙂

  3. Neamat Tawadrous · January 15, 2013

    Hi Valentine,

    Great education here about creating a powerful “About Us” page. And yes, it is the first thing any customer or in our case as bloggers, any reader go there first and check us out to decide to continue reading our posts or not.

    I have to go check mine as well and follow the steps you shared here in your post. Thanks for the reminder.

    Great educational Post Valentine! Keep it up!!

    Be Blessed,


    • admin · January 15, 2013

      Hi Neamat,
      Thank you for stopping by and leaving this valuable comment 🙂 so glad you found this post very helpful.
      I also learning more from your awesome posts 🙂

      Thanks for once again for your comment.

  4. Cleaning Carpet · January 17, 2013

    Thanks for the reminder. About Us pages should be like a cover letter. When creating a cover letter to go along with a resume it’s best to try to fit your abilities with the potential company’s needs.

    Like if they need some one that is 6 feet tall (just an example, stay with me here), then you should state that in your cover letter.

    I’m going to fix my About Us page right now.

  5. Shorya Bist · January 19, 2013

    Hi Valentine,

    Very nice article mate.About us page plays a great role in a blog or website.This page gives u a good chance to show your presence, to show how great you can be for the costumer who is visiting your site.The point you have mentioned are convincing and very nicly you have explained.

    Thank you Valentine for sharing the information.

    Shorya Bist
    From Youthofest

    • admin · January 19, 2013

      Hi Bist,
      Glad to see you here :), I wrote this post based on some sites that doesn’t know the importance of “About Us” Page.

      Glad you liked the post, hope to see you often here.


  6. yogesh pant · June 20, 2013

    The About Us page do have a vital importance. It was good to see that you made a full length article regarding it. The addition of images and the credit you have got to the About us page really works well.

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