I know what you’re thinking: “Wait, what?! If it’s not about my company, then, who is it supposed to be about? It’s called ‘About us’ for a reason!”

That’s right, but only partially. The goal should be to connect with your audience, and then show them why you are the right people to help them on their journey.

And the best way to connect with them is by switching “We are” to “You will”. For example:

We are the leading marketing agency in Malta, with over 50 years of experience. (company-centric)

We put your message in front of the right audience to grow your business. That’s why our clients have chosen us over the past 50 years.  (customer-centric)

So, let’s explore the ingredients of this important — yet often neglected — page in your company’s website, so you can turn it into a powerful tool to get more leads.

What are the questions that your company’s about page should answer?

WHY do you do what you do?

Why did you start your company? What motivates you? What do you believe in? How do you want to make an impact in people’s lives? And in the world?

If you’re able to articulate your message by answering this question at the start of your “About us” page, you will instantly connect with your audience on a deep, emotional level. And, connecting with your audience’s emotion is more powerful than connecting with its reason. This means that clients will be ready to pay a little bit more just to do business with you.

“People don’t buy what you do, they buy why you do it“

Simon Sinek

How do you help people?

What are your clients getting thanks to you? Now is the time to be very clear about how your audience can transform their lives should they engage your services.

“Wait, shouldn’t we mention this on the homepage only?”

It doesn’t do any harm to reinforce the message in just a couple of lines to make sure they know you are the ones that can help them. Repetition, in moderation, is one of the keys of persuasion.

Also, don’t take it for granted that they have already visited your homepage.

What are your credentials, qualifications, awards, achievements, etc?

Timing is everything. I know it’s very tempting to write about the glory of your company, the distant lands it has conquered, and the difficult feats it has achieved. However, starting your “about us” page in this way can be perceived as egocentric.

So, after we have connected with our audience, we can start talking about ourselves. Now it’s time to prove that you can deliver on your promises. Show your audience the reasons to trust in your expertise.

How did you get where you are?

This is an opportunity to share your story with potential clients. Let them know about your journey, the highs and lows, the lessons you learned, etc. Show yourself to be as human as possible, with your flaws and weaknesses.

It is a mistake to only discuss your achievements, as you risk sounding arrogant, because your audience won’t be able to relate to your story. Let’s face it, business is not a bed of roses!

Who are the people that will work with your clients?

People want to work with people, so let them know who are the ones that will help them in their journey. Show the photos and a short bio of your staff to connect with your audience and make them want to do business with you.

What should your clients do next?

Once your clients have read about you and are convinced that you are the right people to help them, make it easy for them to get in touch, ask for a quote, book a service, etc. The often-overlooked call-to-action (CTA) is a powerful way to boost your conversions.


Remember that the about page is not about your company, it is about how YOUR CLIENTS can solve their problems thanks to you, and why you are the right people to help them on their journey.

Change the focus from “We are” to “You will”, and you’ll instantly have your client’s attention.

So, go ahead and be your client’s best ally!


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