How to write an about us page that converts

My easy-to-follow formula & examples

Originally published on heathergrantwriter.com

Did you know the ‘about us’ page is the second most read page on a website, after the sales page?

Since this page isn’t directly focused on sales, you might think it isn’t important for conversions — but that’s not true!

As more people choose to shop consciously, trust and authenticity become increasingly important in consumer decisions. The about us page is your space to nurture a connection beyond the product and convert those conscious consumers wanting to make personal and intentional purchases.

In this guide, I’ll talk you through the step-by-step formula I use when writing About Pages for my Grounded Web-Copy clients, from laying the foundations to the final flourishes.

(Note: often effective about pages are split into multiple sub-pages, like sustainability, ethos, mission, our story etc. In the name of keeping things easy, I’ve written this guide as though it’ll all be on one page).

Contents

• What is an ‘about us’ page?
• Your roots: mission statements
  - Building a mission statement mind-map
• How to write an about us page in 7 steps
  - Write a welcome…