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For many sites, visitors that find their way to your About Us page tend to have a somewhat higher conversion rate than those that don’t. Potential customers that do visit this page are showing a bit more than a casual interest in what your site has to offer and are looking for additional signals of trust.

The About Us page can play an important functional role in the process of providing visitors comfort and assurances in your company and your ability to meet their needs. Here you can provide specific information that visitors both expect to find and that will help them feel "safe" with the offerings you provide.

Company description

Information on company such as when it was founded, primary owners/managers, and product/service offerings should be provided. A complete company history is not necessary, but an overview of the important aspects should be included.

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Team Biographies

Brief biographies of appropriate personal should be provided along with a quality photograph of each. If the biographies are too long for this page you can easily provide links to more details on each individual. This information helps visitors feel as if they are getting to know you and allows them to achieve a level of comfort with who you are.

Image: About us Usability

Mission statement

About Us page should include additional company information such as mission statement, company philosophies, beliefs, and vision for the future. These are reassurances that let visitors know what you stand for and your long-term goals.

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Content timeliness

Content on About Us page must be kept current and up-to-date. Be sure that outdated or irrelevant information be removed immediately to avoid the appearance of a "stale" website.

Additional links

Page should provide additional links to other relevant portions of the site such as contact page, investor relations, company news, registration information, job opportunities, etc.

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Getting all the right pieces of your About Us page in place can improve its effectiveness dramatically. Not only will you provide your visitors a positive impression of your company and team, but you will have provided them subtle reassurances that may just help them choose you over a competitor.