“About us” page is a vital element of a business website. Every business has a website but not all of them are successful. A well crafted “About Us” page is one of the essential elements of a successful business websites.

Unfortunately, while most websites offer an “About Us” section, many of them do not include the essential information this page should offer.

Here are 7 essential elements for your About Us Page:

1. Tagline

A tagline is simply a short sentence that best summarises what your company does. A good tagline complements other information about your business. It promotes a better understanding of your business among users by providing context for the other details available on the “about us” page.

HSBC’s tagline, “The world’s local bank”, is a good example of an effective tagline. It tells you that it is a global banking organisation which is also present in your local area.

2. Company Description

Description or profile of your company is one of the most evident information for the “About us” page on a website. It describes your business to customers. It tells them who you are, what you do and who you are targeting. It is an introduction to your business and can include information such as how long you’ve been in business, your business philosophy, your experience, etc.

3. Mission Statement/Strategy

It is also common to include your mission statement or overview of your strategy on the About us section. A mission statement is a statement defining the purpose of a business or organisation. It is a high level statement of what the business does. Listing your mission statement or strategy makes it easy for prospective customers to understand the overall objective the business is working towards. It provides the framework for the overall strategy of the company and demonstrates the business is working towards a achieving a common goal.

4. Parent or Subsidiary Companies

If your business has a parent company or subsidiary companies, it should be included on your “about us” page. A brief description about the parent or subsidiary company together with a link to it’s website can be included.

5. Location/Contact Information

Your business location should always be included in your About us page including the areas where your services are offered. It is also common to included detailed contact information on the About us section although you are likely to have a dedicated contact page on the website.  Listing full address in addition to phone numbers and email helps distinguish a physical business with one that has an online presence only.

6. Unique Selling Proposition (USP)

A successful business should have something unique that sets it aside from competitors. This should be highlighted on your “About us” page. This will show potential customers the benefits of doing business with you. It can be related to your product or highlight your unique experience, skills or specific customer base you target.

7. Call-to-Action

Call to action is a feature, typically a link or button that encourages users to perform the desired action. Visitors access the “about us” section to find out more about the business before deciding to purchase their product. Including appropriate call to action on the “About us” page offers an ideal opportunity to improve conversions. It encourages visitors to take the next step towards becoming your customer. This can be anything from a link to visit your portfolio, contact page or an enquiry form.

Conclusion:

Almost every business website has an about page. However not all of them are effective. By including the essential information on your about us page you can convert visitors to customers for your business.