Create a Trust-Building About Page

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I’ve spent years helping businesses improve their online presence and I’ve noticed that one crucial page often gets overlooked: the About Us page.

This page deserves your attention, and you can transform it into a powerful tool for building trust and converting visitors into customers.

Why the About Us Page Matters

About pages are quite often the second most visited page on your website (after the homepage).

It is the page people go to figure out if they can trust the business. When potential customers are considering doing business with a new company, they want to know who’s behind it.

Your About Us page is that critical introduction, offering visitors insight into your company’s identity, values, and the people who make it all happen.

It’s your chance to make a brilliant first impression.

Key Elements of an Effective About Us Page

Through my experience, I’ve identified several key elements that make an About Us page truly effective. Let me share them with you:

1. Accessible Navigation

Don’t hide your About Us page! Put it right there in your main menu. Call it something simple like “About”, “About Us”, or “Our Story”. You want visitors to find it without having to think too hard.

2. Humanise Your Brand

People like doing business with people, not faceless companies. That’s why you should include photos of your team and short, snappy bios. Tell your company’s story, focusing on why you started and what problem you’re solving. This approach makes your brand relatable and shows you get your customers’ needs.

3. User-Friendly Format

Given the fast-paced nature of online browsing, I always stress the importance of making your About Us page easy to scan:

  • Use short paragraphs
  • Break up text with bullet points (like this!)
  • Use subheaders for each section

4. Add Visual Elements

“A picture is worth a thousand words”, and breaking up blocks of text with images makes a page more attractive and readable. You can add:

  • Professional but friendly photos of your team to make a human connection
  • Images of your products or services in action
  • A short video introducing your company

Visuals help visitors connect with your brand quickly and make you more memorable.

5. Highlight Achievements

Have you won awards? Worked with big-name clients? Don’t be shy, you should mention it! But here’s the key: frame these achievements in terms of how they help your customers. It’s about building trust.

6. Make It Crystal Clear What You Do

Your About Us page needs to spell out what your business does and who you serve. A visitor should know within seconds if you’re the right fit for them. No jargon, no fluff.

7. Tell Them What to Do Next

It’s vital to guide your visitors on what to do next. Whether you want them to get in touch, check out your products, or sign up for your newsletter, make it clear. Add a strong, clear call-to-action that stands out on the page.

8. Keep Content Current

Your business is always evolving, right? Make sure your About Us page keeps up. Set a reminder to review and refresh the content, ensuring it’s always up to date about your business.

9. Make It Look Great on Mobile

More and more people are browsing on their phones these days. Make sure your About Us page looks just as good on a small screen as it does on a desktop. Test it yourself!

10. Add Something Unique

Want to really stand out? Add something special to your About Us page. Maybe an interactive timeline of your company history, a peek behind the scenes of your operations, or a showcase of your company culture. Give visitors something to remember you by.

Questions to Ask Yourself

A well-crafted About Us page serves as a powerful tool for making a compelling first impression and building trust with potential customers. By focusing on authenticity, clarity, and customer value, you can create a page that informs, engages, and converts visitors into loyal clients.

Take a critical look at your current About Us page. Ask yourself:

  • Does it clearly communicate who you are and what you offer?
  • Does it showcase the human side of your business?
  • Do you look trustworthy?
  • Is the content easy to read and visually appealing?
  • Does it include a clear next step (a strong, clear call-to-action)?

If you answered ‘no’ to any of these questions, it’s time for a refresh. Use the strategies above to give your About Us page a makeover. This page is an investment in your brand that can significantly boost customer trust. Your future customers want to know the real you.

If you need guidance on implementing these strategies, feel free to reach out.


About the Author

I specialize in helping consultants, speakers and published authors to increase their sales. Unlike other marketers, I focus on customer lifetime value before focusing on conversion optimization. I’ve been building websites and software since 1996 and co-founded several software, web and information based startup companies and provided solutions for businesses and organisations of all sizes. I am the author of Running a Website with WordPress: A Quick Guide for Business Owners, available from Amazon in print and Kindle editions. I blog, and make media of all kinds at WebsiteDoctor.