If there’s one part of a website that businesses get wrong, it’s the About Us page.
About Us pages are filled with industry jargon, meaningless mission statements and corporate-speak. Visitors click away within seconds. The result is an About Us page that sounds like everyone else’s, and does nothing to build trust or differentiate your business.
A compelling About Us page connects with your audience on a human level, demonstrates your expertise through storytelling and gives visitors a clear reason to choose you over your competitors. Your About Us page should make people confident that you’re the right party for the job.
The biggest mistake professionals make is starting their About Us page with a list of services or qualifications. Visitors don’t need to read that you’ve been “providing comprehensive financial solutions since 2010” or that you’re “committed to excellence in customer service”, because these statements could apply to any business.
Start with why you do what you do. What made you choose your career? Your personal motivation creates an emotional connection that generic statements cannot. A personal approach to web content creation immediately sets you apart because it’s uniquely you. People hire people they like and trust. Your About Us page should give visitors a sense of your personality.
Rather than listing your qualifications, weave them into stories that show your expertise in action. Storytelling proves your capabilities without sounding boastful, makes complex services more relatable and gives visitors confidence that you can handle their specific situation.
Stories provide excellent opportunities for SEO copywriting. When you naturally mention “first home buyer loans” or “commercial lending solutions” within the context of real client outcomes, search engines understand the relevance of your content while readers get valuable information about your capabilities.
Generic About Us pages speak to everyone and connect with no one. Your content needs to acknowledge the specific challenges your ideal clients face and position you as the solution. Different audiences have different concerns. Your writing should highlight that you understand their situations.
If you’re a mortgage broker, for example, your first home buyer clients will worry about deposit requirements and loan approval; investors will want to know about tax implications and cash flow projections; and self-employed clients will want reassurance that you understand their finances. Your About Us page should show that you genuinely get these concerns and have the expertise to address them.
Your About Us page isn’t a corporate brochure. It’s a conversation with someone who’s considering working with you. Write as if you’re speaking directly to one person, using “you” instead of “our clients”.
Keep it simple. Instead of saying you “facilitate optimal mortgage solutions”, explain that you “find the right home loan for your situation and budget”. Rather than promising “comprehensive wealth management strategies”, describe how you “help families build financial security and achieve their long-term goals”.
A conversational approach to website content writing makes your expertise accessible. If someone needs to hire you, they probably don’t fully understand your industry. Your job is to make them feel comfortable and confident, not impressed by your vocabulary.
Your qualifications shouldn’t lead your About Us page, but they absolutely need to be included. Present them in context rather than as a dry list. Mention your qualifications as part of your story or when explaining why clients should trust your advice.
Include testimonials, awards and recognition that validate your expertise, and explain why clients should care. Also, explain your experience in a way that means something to clients. For example, rather than saying “We’ve settled $600 million of home loans”, say “We’ve helped more than 1000 clients buy homes and investment properties”.
Your About Us page should end with a specific, compelling invitation to take the next step. Don’t just say “Contact us for more information.” Offer something valuable. You could lead potential clients towards a free consultation, a helpful resource or a specific service that relates to your story.
Your page doesn’t just inform, it converts visitors into inquiries. The call to action should feel like a natural progression from the story you’ve told and the expertise you’ve demonstrated.
To write compelling About Us content, you need to balance personal storytelling with professional credibility. Many professionals struggle to find this balance while ensuring their SEO writing attracts the right audience.
Hunter & Scribe specialises in creating About Us pages that connect authentically with your target audience and showcase your unique value proposition. Our team understands the property and finance sectors, enabling us to create content that speaks directly to your clients’ concerns and motivations.
Your About Us page is often the deciding factor between someone choosing you or your competitor. Make sure it tells your story and shows why you’re the right choice for their important decisions.
If you’re ready for an About Us page that converts readers to clients, contact Hunter & Scribe.
There’s no ‘right’ word count. Instead, make your About Us page long enough to tell your story effectively without overwhelming visitors. Focus on quality over quantity. Include enough detail to build trust and demonstrate expertise, but keep every paragraph relevant and engaging. The key is saying everything that matters and keeping the reader interested.
Personal touches help humanise your professional image, but choose carefully. Include personal details that reinforce your professional values or help potential clients relate to you. A real estate agent who mentions their experience relocating frequently as a child shows they understand the moving process. A financial adviser who coaches the local soccer team shows commitment to the community. The goal is connection, not complete life disclosure.
The biggest mistakes are starting with generic statements, listing qualifications without context, using jargon that confuses readers and focusing entirely on yourself rather than addressing client needs. Don’t make claims you can’t substantiate and never copy content from competitors’ pages. Many professionals also make the mistake of forgetting to update their About Us page as their business evolves.
Weave your credentials into stories that demonstrate their value to clients. Instead of saying “I hold a Diploma of Finance and Mortgage Broking Management”, explain how your formal training reflects your commitment to excellence. When mentioning awards or recognition, explain what they represent and why they matter to potential clients. Frame qualifications as tools that help you deliver better customer service, not badges that make you superior.
Yes, but use them strategically. Include a handful of short testimonials that specifically relate to the story you’re telling or the expertise you’re demonstrating. Longer testimonials work better on dedicated testimonial or service pages. The testimonials should support your narrative rather than interrupt the flow of your personal story.
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