"About Us" page writing + staff bios

A: An "About Us" page is a dedicated web page on your site that tells your company story, your brand mission and its values. The purpose of an "About Us" page is to build a connection with site visitors by showcasing the people, history and purpose behind the brand. They're great for making a strong positive impression with potential buyers and sharing your social media links.

A: Your "About Us" page is often the first and last place a potential client visits when they're weighing up if you're a potential partner. A well-written page, often in the first person to convey, helps to establish trust before the point of purchase. They're very useful, especially for small businesses trying to sell to larger firms, regulated industries or risk-averse buyers who need reassurance before proceding.

A: Your "About Us" page should include your company's mission and core values, its origin story, and strong evidence of your expertise. Crucially, it must also include social proof (like links to case studies and testimonials) and introduce the leadership team. These key points give visitors a full picture of your organization and what your business stands for and does.

A: Clarity and impact matter more than word count. Don't think about 1,500 or 2,000 words - think about how to be persuasive in a few paragraphs. Make it easy for website visitors, SEO and AI to scan with bullet points to break up your text so it's more digestible.

A: Focus on the "why" that led to the founding and growth of your business. Also, share your authentic company's story. The best "About Us" pages set out the company's origin story so potential buyers understand what motivates you and how you approach your work. A great example of an "About Us" page that creates an instant connection with its audience and makes the brand message more memorable is Mailchimp's, which shares its history, brand values and corporate citizen programme.

A: You should always include staff bios on your site, especially if you are a service-based business. Introducing the key people on your team shows people who'll be working with them and the expertise they bring. In addition, seeing the co founders and leadership team together helps establish credibility, stability and a sense that your business is well run by people who know what they're doing.

A: Think of a staff bio as a mini-CV that features a colleague's expertise and career wins backed by the personal touch. Letting each person’s unique personality shine through helps create a connection iwth a potential buyer. Staff bios also set a friendly tone for your business that makes you seem approachable and professional.

A: E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is a Google framework for assessing an individual's or company's quality. Your "About Us" page, staff bios and company history are key opportunities to prove your E-E-A-T on your website. State your business name clearly, provide a list of verifiable facts about your company history to demonstrate your authority and gain credibility in the eyes of search engines. Make sure your web design team make it easy for visitors and bots to find E-E-A-T content.

A: Start by including relevant keywords from a tool like SurferSEO naturally. Use descriptive headings and optimise your images with alt text. Make it a key element of your online marketing strategy to include technical elements like schema markups, TL;DRs, FAQ blocks, key takeaways and more to become more discoverable for AI.

A: Schema markup is code you add to your site to help search engines understand your content. For an About Us page, we use Organization schema for company details and Person schema for team bios. This helps Google connect the dots between your brand, your experts and your content. Ultimately, it just makes sense.

A: Try not to rely on generic page templates and instead look for great "Abous Us" page examples to provide inspiration for the visual look of and design elements on your page. The content on your own page must be unique though, relfecting your specific company values and history for authenticity.

A: High-quality, authentic visual elements like timelines, org charts, professional team photos, staff member headshots and even a short company video really enhance the impact of your "About Us" page and staff bios. Avoid stock photos at all costs and be careful with AI-generated imagery as they do not impress at first glance.

A: The biggest mistake is making the page entirely about yourself. The most important element is making it about yourself but within the framework of your customers' needs. The more a potential client can see themselves in your brand and company's products, the more likely you are to trigger a positive emotional response that leads to an enquiry or sale.

A: Yes, indirectly but powerfully. A convincing page builds the trust needed before a prospect converts. It can warm up leads by answering questions about credibility, so by the time they contact you, they have seen positive reviews and are already confident you are the right choice for their real life challenges.

A: Review it annually and update it whenever your brand values change, you onboard new team members or you reach important new achievements and milestones. If you run an online store, keeping your credibility pages up to date is important because online buyers often look for signs of legitimacy before placing an order, especially with businesses they haven't bought from before.

A: Your mission statement should be a concise summary of your company's purpose. It should define what you do, who you serve and what makes you unique. It sets out the core principles that guide the way you run your business and set out the promises you make to every customer you work with.

A: Your company culture reveals how your team delivers its results. Sharing details on your work environment, your shared values, and your collaborative approach gives potential clients a real sense of what it would be like to partner with you. As mentioned earlier, it helps them decide if you're a good fit, building deeper trust.

A: Your value proposition is a statement that explains the tangible benefits a customer gets from using your products or services. It answers the question: "Why should I buy from you and not your competitor?" It's the value you deliver to the people you serve.

A: We don't just write a good personal story or a short blurb. We build a strategic asset by combining expert copywriting with the technical details of page design. We focus on your three core values and translate them into a page where a personal brand can flourish. This is how we make the magic happen.

A: Sources used in this article were:

• Business Tips from SCORE: What consumers look for on your website (HubSpot via Cape Cod Times)
• Tell Your Story: 8 Tips for Your Small Business ‘About Us’ Page (Salesforce)
• About Us Page: Why Your Business Needs an ‘About’ Page (Business.com)