The About page is one of every company’s most visited pages, but it may be costing you money. Most companies treat it like an afterthought, yet a strong About page builds trust and helps you stand out from competitors.
Here are nine things I would put on your company’s About page to increase its effectiveness:
🏙️ Story: Instead of another sales pitch, answer these questions. Why did the founders start this business? What problem were they trying to solve? How has the business grown and evolved over time?
👨💼 People: If you have a small team of fewer than eight people, you might put all of your team members on the About page with links to their bio pages. If you have a larger team, include a team photo with 2–4 sentences about your team’s culture, and add a button that takes visitors to a Meet the Team page.
❤️ Values: People buy into companies with similar values and beliefs, so get specific with what your company’s values are. This is also a great way to attract top talent.
🫶 Impact: Along the same lines as values, if your company has any philanthropic initiatives, donates money to charities of your employees’ choosing or has recurring volunteer days, this is great content to help people buy into your brand.
📸 Visuals: Ditch the stock photos and fill it with candid photos of employees working, historical photos and team photos. If your company has produced an About Us video, this is a great page to put it on.
💬 Testimonials: You can say anything about your company, so we need to back it up with what other people are saying. Two options for a 1–2 sentence testimonial on your About page are a testimonial from a long-time client about what it’s like working with your team or a quote from a team member about what it’s like to work for your company.
💭 Vision: Do you have a big goal or a different opinion about what the future of your industry will look like? Put it near the bottom of the About page.
📍 Location: An essential part of any story is the setting. If you have a main office and serve clients nationwide, you can frame it as “Based in Louisville, KY” or “Rooted in Kentucky.”
🙋 Call to Action: Your call to action section needs to be the brightest part of the page, so go look up your brand’s accent color. Instead of a cold CTA like “Contact Us,” consider more specific calls to action, such as “Talk to an Expert” or “Are You Our Next Hire?”
