How to Write an About Page

• Establish a mission statement.

  Your "About Us" page can and will be much longer than a single mission statement, but in order to draw people in, you need to succinctly state your goal in the industry up front. What are you here to do? Why should your website visitors care?
• Outline your company story.

  You might not have a long history of changes and growth your company has endured (yet), but it's a nice touch to talk about where you came from in your "About Us" page. So, isolate the milestones prior your company's founding, and use them to give readers some backstory on your current venture.
• Reveal how you've evolved.

  Even if you're a young company, there's no shame in admitting your business strategy -- or even personal way of thinking -- has changed since you began. In fact, in about pages, these evolutions can improve the story you tell to website visitors.

  About pages are perfect spaces to talk about where you started, how you've grown, and the ideals that have helped your organization mature. Use these moments to further your company story and show people that you're always ready to change and adapt to the needs of your industry.

• State your "aha!" moment.

  Every good company was founded on an idea -- something the current marketplace might not yet offer. What was your idea? Use this "Aha!" moment as a pivot point when telling your company story. What was a challenge you faced while developing your company? How did this challenge or discovery shape what you are today?

• Explain who you serve.

  As much as you want as many eyeballs on your "About Us" page as possible, you won't do business with every single one of them. That's why it's crucial that you identify and mention your core customer. Who should care you exist? Which eyeballs are you here to serve?

• Explain what you're offering them.

  As you're explaining who you serve, make it clear what it is you're offering. Too often companies generalize their product or service in the language of their website, making it hard to understand what it is the customer is actually paying for. They're afraid literal explanations of their products aren't interesting enough, or will sound unappealing in writing. And that's a fair concern.

  However, by investing just a sentence or two into telling your potential customers exactly what they'll receive can keep them on your website for longer and interested in learning more.

• Cite examples of who you've served.

  Got some loyal customers in your portfolio? Use your about page to let the world know who already trusts and benefits from your work.

  Knowing about your company's past successes can influence your prospects' purchasing decisions because they will be able to envision their success in the success of your past customers. Even if you don't yet have case studies to expand on the problems you've helped buyers solve, it's in your interest to briefly mention who you've done this for. And your about page is the perfect platform for it.

• Describe your values.

  Customers want to be treated like human beings. For that to happen, they need to feel that they're being treated by human beings. When finishing your "About Us" page, describe who you are as a person or a team, and what your personal values are. What's your company culture like? What bigger picture in life drives your business?

  An LED lightbulb maker might sell 10 different lamp styles, for example, but that might not be the most important characteristic to its primary audience. Maybe this lightbulb developer was founded on a commitment to environmental protection, and every bulb the company makes was built by people who are dedicated to making the world more energy-efficient.

  Keep in mind a secondary audience of your company's "About Us" page consists of your future employees. This is another reason describing your personal values is a good idea -- the key to your job candidates' hearts is to show them you have one too.