The “About Us” page

Page 4: About Us or “Our Staff” 

Good work so far. Give yourself a little pat on the back for making it this far. As Woody Allen said, “90% of success is just showing up.” The other 10% is getting your hands dirty by doing the work that needs to be done. And I’m glad you’ve been following along and doing it. 

Today we are going to write the “About Us” page. 

The “About Us” page is important because it allows you to build credibility and helps potential customers connect with you personally. The “Products/Services” page answered the question: “What’s in it for me?”The “About Us” page answers the second question visitors logically ask themselves:“Why should I come to you and not someone else?” 

There’s truth in the cliché, “Customers buy from people they know, like and trust.” So it’s actually better for most small business to avoid appearing too corporate and formal. You want the visitor to feel a personal connection with you. For that reason, I would highly suggest posting a picture of yourself or your staff on this page. You don’t have to be drop dead gorgeous, but you should look friendly. No scowls or your faces. 

On the MFR chatline recently there was some flagellations about whether or not to include a photo on your website, and I posted that it is vital! Be as open as you are willing to.  I even link out to my Social Media sites: LinkedIn, Facebook and YouTube. More on this later! 

If you have other images that you want to have on your website for visual interest, i.e. your beautiful facilities, your waiting room, your admin staff, happy clients, you in action, etc., don’t use them on this page. But feel free to use them on other pages as long as don’t distract the visitor. 

Side note: Here’s an important rule for creating an effective website: If it doesn’t serve a purpose, don’t do it. There are lots of bells and whistles you can add to a website, but if it doesn’t serve the purpose of your website, avoid it like the plague. Just because you can add flashy things to your page doesn’t mean you have to add it. You want to get your visitor to contact or buy from you and you don’t want to distract them from that goal. 

Use the “About Us” page to demonstrate your expertise. People want to feel like they are buying from the top person in your field. So share your passion with your visitor. Each clinican should link to a bio / CV from this page. 

Highlight your experiences. Better yet, tell some stories of some people you’ve helped. Again, don’t sidetrack your visitor by talking about your belly dancing classes or your last vacation to Disney World. You want to be personable without getting too personal. Even though you may think belly dancing is the coolest thing in the world, you’re visitor may not share your enthusiasm and the last thing you want to do is bore your visitor. 

To keep the visitor engaged talk specifically about how your experience or credentials help THEM get a better outcome, result, benefit, advantage, etc. Even though this is called an “About Us” page, it’s really about them, not you. 

Saying “I’m the best” without sounding boastful 

You can be the most without having to boast. To connect with the reader and improve your credibility without bragging, try talking indirectly about your achievements. 

For example, instead of saying: “I won the American B&B Association award of excellence in two years running,” try something like, “When I accepted the award of excellence for the second time from the American B&B Association, I couldn’t help but think of all the fantastic guests who I’ve had the privilege of serving over the years.” 

To brag without bragging, try phrases like these:

· “Because of my [number] of years of experience with/at/in…you’ll find that you get/receive/benefit…[outline how they benefit from your experience]”

· “You benefit by my experience with [list experience]…because it helps me to…[list the benefit to them]”

· “Because of [list specific experience], you can be sure that you’ll get…”

· “When I [list specific achievement], I immediately thought of the many patients like you who I helped by…” 

If you don’t yet have extensive experience or credentials, then tell a story of one customer who was particularly happy with the result or benefit they received and express your desire to do the same for the reader. 

Don’t think that this page has to be long. Here’s an example of an About Us page that is just a single paragraph long. It’s just long enough to help us connect with this woman on a personal level, give us some sense of who she is.  

Even without any solid credentials, this woman conveys a clear benefit and answers the question, “Why should I buy from you and not someone else?”…. good job Sally! 

“After being in the Travel Agency business for 17 years, I decided to fulfill a long time desire to help people in Rockland County to improve the quality of their life by becoming a Massage Therapist. I am of “retire-able” age and this is a real plus.The young feel comfortable with my motherly-nature and the older person feels comfortable with my maturity of age. I thoroughly enjoy massage and make sure that my clients always have a positive experience. Please make use of the giftcertificate below for your first visit. There’s nothing to lose in trying out my massage and I’m certain you’ll have a great experience.” 

Okay, get busy and do this now. Give yourself ten minutes to write whatever comes to mind and post it to your website now. Don’t put this off or it won’t get done. 

Again, once this is published, you’ll have all the time in the world to improve it. Even if it’s not perfect, that’s fine. Get it up there now. Remember to also put a call to action on this and every page “Email us” or “Call us” with the number. 

Sorry if I sound bossy. I just want to see you succeed with this. So I’m pushing you a little to make that success happen. 

It is easy to just read it and put it off to another day. I know you’re good, otherwise you wouldn’t be reading this, but challenge yourself to be GREAT, and ACT now! 

We’ve done all the hard work now and the BIG page, your “Home Page”, will be a piece of cake. Really. No joke. So get the “About Us” page done so we can get this baby wrapped up. The pages after that are “cream on the top” and not essential, but we’ll cover them briefly nevertheless!

 Go for it! Act.


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