Your About Us Page: The Heart of Your Small Business Website

Why Do Consumers Choose Small Businesses?

First, let’s understand why people decide to work with a small business instead of a larger competitor. Sure, sometimes they’re looking for the best deal, but more often than not, it’s about more than just pricing. Customers are after something bigger: a personal connection.

In fact, a recent survey of 15,000 people by Edelman found that 84% of consumers need to share values with a brand in order to buy it. It’s not just about selling a product or service—it’s about sharing who you are. People want to know your story, your journey, and what makes you passionate about what you do.

Imagine standing in front of a local independent coffee shop and a Starbucks. If you’re able to pay a few bucks more for coffee that’s not over-roasted, wouldn’t you pick the local shop? Odds are you would. And why? It’s because the local shop is unique, personal and feels like part of the community. You’re not just another face in the crowd.

Your “About Us” page is your chance to be that friendly barista, sharing your story and building that personal connection with customers who want to work with real people, not faceless brands.

Why is an About Us Page Important

Your “About Us” page is often one of the most visited pages on a website and serves as a critical trust builder for potential customers. It fosters brand transparency by explaining your mission and values, giving visitors a clear sense of what to expect when they do business with you.

But it’s important for search engines too! Google and the likes use this page to understand who you are and what you stand for, which can indirectly boost your SEO by improving time on site and lowering bounce rates.

How to Write About Us for Your Business

So, how do you craft an “About Us” page that truly stands out? Here’s the Olly Olly formula:

1. Introduce you and your business: Here, we want to let your personality shine through. Share who you are and what your business is all about.
2. Share your story: Talk about how you started, the challenges you’ve faced and what keeps you motivated. Your journey is what makes you unique.
3. Highlight your unique position: Emphasize what sets you apart from competitors in your industry. What makes your business special? 
4. Explain your values: Detail your deep roots in your community AND your commitment to serving your target audience. What is it you stand for?
5. Reinforce your dedication to excellence: Highlight the value you bring to your clients. Show your commitment to providing the best service possible.
6. Encourage action: Prompt visitors to connect with you to experience the unique benefits your company offers. Taking this next step has to be easy.

Each section should build on the previous one, starting with the “why,” moving to “how,” and ending with “what’s next.” This narrative arc keeps readers engaged and drives them toward your call-to-action.

With this approach, your “About Us” page becomes more than just an introduction. It’s a tool that builds trust and makes customers feel confident in choosing you.

Craft Your Story

Thinking about the answers to these few key questions can help you put together an “About Us” page that connects with your audience on a deeper level:

1. Why did you start your business?

Think about the motivation and inspiration behind your business. What problem were you trying to solve, or what passion drove you to finally take the leap?

2. What challenges have you faced along the way?

Share some of the obstacles you’ve overcome to become successful. These experiences shape you and your business and show how resilient and determined you are.

3. What makes your business unique?

Try to pinpoint what sets you apart from your competitors. This could be your unique service, the way you handle relationships with customers, or a special approach to your industry.

4. What are your core values?

Reflect on the principles and beliefs that guide you and your business. How do they influence the way you operate and interact with your customers, partners and overall community?

5. How do you serve your community?

Describe your involvement in the local community and your commitment to your craft and customers. This shows a deep connection and dedication to those you serve.

Just a sentence or two in response to these questions can give you all the insight you need to craft a compelling and authentic “About Us” page that will make your customers feel connected, confident and excited to work with you.

The Heart of Conversion

Your About Us page is both a powerful storytelling tool and an immensely important local SEO asset. Use it to showcase your expertise, values and unique differentiators while optimizing for search. Answer the key questions about your origin, values and milestones. Then, implement the six steps Olly Olly formula to transform your About Us page into a conversion machine.

Turn Your About Us Page Into a Customer Magnet

Your About Us page is more than an introduction. It is your chance to build trust, share your story and show customers why they should choose you. With the right strategy, you can transform it into one of your most powerful conversion tools.

Craft My Story Today