Turn “About Us” Into “Why Us?”

One of the most visited pages on any website is “About Us”.

This is because people want to know who you are and what sets you apart from your competition.

Unfortunately, while many companies are great at explaining who they are, they miss the opportunity to explain why any of it matters.

For example, a residential builder explains they're a "family business, now in its second generation." Then the words stop. That's a mistake.

People don’t really care about your company’s history. They care about what it means for them. Here's how I would write the page: 

• "We're a family business, not some large, faceless corporation. We really care about our customers."

• "You can trust us. We've been doing this for over two generations, and that kind of longevity only comes from being reputable and dependable."

• "We've got the experience to back it up. We've built hundreds of houses, used thousands of different materials and built an all-star team over 35 years. Trust us to build your house right."

By telling your company's story in a way that highlights its relevance to your customers, you can turn your "About Us" page into a powerful marketing asset.

Whatever business you’re in, your “About Us” page should be more than just a history lesson. 

It should answer the question “Why Us?”

That’s what this page is really about.