Your most visited, yet worst page
Take a look at your Google Analytics. Chances are your “About Us” (or “Our Story”) section is the second or third most clicked page on your website. People are curious. They want to know who they’re sending their money to.
And what do they find there? Usually this: “XY Ltd. was founded in 2005. Our mission is to provide quality services and grow dynamically. We place great emphasis on professionalism…” (Yaaawn.)
That’s the moment the customer leaves. Why? Because this text is about YOU. But the customer wants to hear about THEMSELVES.
Rule #1: Your “About Us” page isn’t about you
It sounds like a paradox, but it’s true. When a customer clicks “About Us,” what they’re really asking is: “Is this company good enough to solve my problem?”
They’re not looking for your biography. They’re looking for empathy and competence. Your copy has to be a bridge between their problem and your solution.
- Bad: “We’ve been a market leader since 2010 and have 50 employees.”
- Good: “For 14 years, we’ve been helping companies like yours cut their energy costs. Our team of 50 experts will make sure you never overpay by a single euro again.”
See the difference? The first sentence is bragging. The second is a promise to the customer.
Rule #2: Show faces
At a time when AI writes copy and machines generate images, a real face is your biggest competitive advantage. If there’s no photo of the owner or the team on the “About Us” page, the company looks like a shell company.
What works:
- An informal team photo: Not standing at attention like at a military parade. Take photos at work, over coffee, in a meeting.
- The founder’s story: Why did you start the company? Was it out of frustration? A desire to change something? People love origin stories.
- Tip: Don’t be afraid to admit a rough start. Perfection is suspicious. Vulnerability builds trust.
Rule #3: Forget corporate buzzwords
Words like “dynamic,” “client-focused,” “comprehensive” or “innovative” are filler. They mean nothing. Write the way you talk.
Test: Read your copy out loud. Would you say it like that to a friend over a beer?
- Would you say: “We strive to maximize synergies”? Probably not.
- Would you say: “We make sure everything fits together and works”? Yes.
Use simple, human language.
Step by step: a template for your new page
Not sure where to start? Use this structure:
1. Headline: Don’t write “About Us.” Write what you do for the world.
- E.g.: “We build websites that make money while you sleep.”
2. Problem and solution: Describe the situation your customer was in before they found you, and how you help them.
- E.g.: “We saw small businesses suffering from bad marketing. That’s why we founded…”
3. Social proof: This is the place for partner logos, certifications or the number of clients you’ve served.
- E.g.: “More than 500 companies in Slovakia already trust us.”
4. Team: Photos and short bios of key people. Add one fun fact to each (e.g. “Peter is our SEO specialist and spends his free time climbing mountains”). That’s what makes a company human.
5. Call to action (CTA): Don’t just let them leave. Tell them what to do next.
- E.g.: “Want to join our happy clients? Drop us a line.”
Trust is built with stories
Your competitors probably have the same products and similar prices. What sets you apart is your story and your people. Don’t waste your “About Us” page on dry facts. Use it to make customers fall in love with you.
