How To Write A Kick-Ass Business Description For Your Website

Many business owners fail to realise the importance of their website’s “About Us” page.

Would it surprise you to know that the “About Us” page is one of the top viewed content for all websites and the second or third page that most visitors will view after landing on your site?

I bet you’re going to check the about page on this website now or after you’ve finished reading this article. Do it!

Every business needs a great story that they can share with their target audience.

Your website “About Us” page is an opportunity to:

  1. Connect with your target audience
  2. Appear professional
  3. Build trust and empathy
  4. Make potential customers and clients feel safe and welcomed

A well-informed “About Us” page can make a huge difference in converting a potential client to a paying one.

Let’s start and fix up your website about us page copy.

Descriptive Business Descriptions

You will want to cover the basic four W’s – Who, What, Where and When to kick off your “About Us” page.

Business Outline

Start simple with a basic outline of who you are and what the company does.

Here’s a suggested formula:

We are “Your Company Name”, and we have been “What Your Business Does” here in “Your Location” since “Company Founded Date”.

Here’s a sample using this formula:

We are Bankstown Digital Ninjas and we been helping local businesses rank better in Google local searches here in Bankstown NSW since 2010.

There’s nothing wrong with that – it’s simple and to the point.

Business Ethics and Philosophy

To make a connection with your target audience, you want to make sure you are both on the same page as regards to how you make business decisions.

People love to rally around a good cause and it will make you stand out from your competitors.

Sample: Our digital ninjas are all locally employed professionals who understand what it means to live and work in this local area of Bankstown. They shop for their groceries here, fill up their car here and raise their families here in Bankstown. You won’t find another digital agency that cares more about Bankstown that we do.

Business Specifics and Specialities

Exactly what does your company do? People love the details, but not too much.

What you really want to do here is to let visitors know what you do differently from your local competition!

Sample: Our team will guide you step-by-step in how to create an online local presence for your business that will get you ranked in Google local searches and start to engage with the local community using Google My Local Business reviews, Facebook Groups and other social media. You will have a dedicated account manager who you can call or meet with face-to-face for regular updates and discussion, working together to promote your business online locally.

Your Start-up Story

Let everyone know why you founded your business and why it matters so much to you. Empathy is a key focus on your website’s “About Us” page.

Sample: Hi, I’m Bob and I started Bankstown Digital Ninjas because I was frustrated in the lack of information I could find online about shops and businesses here in Bankstown and it makes me sad to hear that local people are travelling to other suburbs to get products and services that they could get right here in Bankstown.

Future Goals

People are more trusting in companies that have a clear vision and plan of where they want to be in the future. It ingrains the sense that you are going to stick around and not just disappear next month.

Sample: We have had so much success with Bankstown Ditial Ninjas that we are constantly being asked by other suburbs if we can promote their business in the same way. We plan to open and grow Parramatta Digital Ninjas and Newtown Digital Ninjas next year to replicate the business success we have had here in Bankstown in those suburbs and to create new jobs in those local communities.

Add a Call To Action

A call-to-action is something you want a person to do at any given time.

As they are currently reading your about page, it’s an ideal opportunity to tell them what you want them to do next.

Whatever you do, don’t just leave the information on your about page, suggest a next step that somebody can easily do.

A call to action can be anything that will help you convert a visitor into a potential client.

Call to action examples:

  • Signing up to a newsletter
  • Signing up to a freebie (PDF or Email Course)
  • Visiting your shop (online or brick and mortar)
  • Booking a free 15 min consultancy
  • Leaving a comment
  • Sharing an issue or a comment on social media

The list is extensive. To keep with the theme of a local digital marketing agency, we are going to suggest that people visit our offices and have a chat over a cuppa.

Sample: I would like to personally like to invite you into or Bankstown office at 12 The Way to chat about how you currently market your local business online, over a nice cuppa. Ask for Bob at the reception desk.

Bring It All Together Now

Using the guides above, write your company story and include it on your website about page.

Make sure it all flows together and reads cohesively.

If you found this article helpful, please share it with your business colleagues!

If you would like help with making WordPress do more for your business online, give me a call to chat about it.

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Wil is a dad, WordPress consultant, WordPress developer, business coach and mentor. He co-organizes the WordPress Sydney meetup group and has been on the organising committee for WordCamp Sydney since 2014. He speaks at many special events and contributes to the WordPress open source project. His likes are chillies, craft beer and electrogravitics.