{"id":867,"date":"2018-04-12T08:10:23","date_gmt":"2018-04-12T15:10:23","guid":{"rendered":"http:\/\/www.agiliron.com\/blog\/?p=867"},"modified":"2025-09-25T21:44:39","modified_gmt":"2025-09-26T04:44:39","slug":"5-key-ingredients-in-an-about-us-page-that-get-results","status":"publish","type":"post","link":"https:\/\/www.agiliron.com\/blog\/5-key-ingredients-in-an-about-us-page-that-get-results\/","title":{"rendered":"5 Key Ingredients in an About Us page That Get Results"},"content":{"rendered":"

Make your about us page work for you with our guide<\/i><\/b>\u00a0\"\"Source<\/em><\/a><\/p>\n

\u201cIf it doesn\u2019t sell, it isn\u2019t creative.\u201d – David Ogilvy<\/span><\/i><\/h2>\n

In an age where brand storytelling is more important than ever<\/a>, squeezing out every drop of value from your About Us page should be a top priority.<\/span><\/p>\n

Ecommerce is all about showcasing your brand, communicating your values and building a rapport with your customers. And, if produced well, your About us page will help you do just that.<\/span><\/p>\n

Once they are on a company’s homepage, <\/span>52% of users<\/span><\/a> want to see the About Us information. But, a staggering one in three consumers will abandon a purchase because they can\u2019t find the <\/span>right information<\/span><\/a>.<\/span><\/p>\n

Now, many online retailers associate content marketing with blog posts and social content or outreach. But by reducing your content marketing efforts to narrower parameters will significantly reduce your chances of expanding your audience and boosting sales.<\/span><\/p>\n

That said, the About us page is one of the world\u2019s most overlooked website assets. To help you improve your About us page and benefit from better brand awareness, as well as increased profitability, here are five essential elements you need to consider.<\/span><\/p>\n

The why, how, and what<\/strong><\/h2>\n

On a fundamental level, your About us page is a chance to introduce yourself to your target audience – sharing your story, mission statement, and everything that makes you unique.<\/span><\/p>\n

If you’re too vague, too generic, or plain uninspiring, all your About us page will do is serve to increase your website’s overall bounce rate – and no business owner wants that.<\/span><\/p>\n

To form the foundations of your About us page, you should first set your Golden Circle.<\/span><\/p>\n

In a nutshell, your Golden Circle is a precise definition of why your brand exists, its lifeblood and what it’s ultimately looking to achieve. It\u2019s the story of your brand. Today\u2019s consumers respond well to narratives, especially millennials – and as this demographic is expected to outnumber Baby boomers by <\/span>2019<\/span><\/a>, this is one valuable target audience.<\/span><\/p>\n

To map out your Golden Circle the right way, you must dig deep, asking yourself the correct questions, in the correct order:<\/span><\/p>\n

Why: <\/b>Why does your business exist?<\/span><\/p>\n

How:<\/b> How will your products or services improve the lives of your audience, and how will you achieve your goals?<\/span><\/p>\n

What:<\/b> What are you offering to your target audience, literally?<\/span><\/p>\n

Take the time to answer these questions, and once you’re 100% happy with the results, you’ll be ready to craft the core of your About us page by telling your tale.<\/span><\/p>\n

Tell your story<\/strong><\/h2>\n

In addition to a clearcut beginning, middle, and an end (think about your favourite short fiction stories), your About us page content – or brand story – should include these key elements, weaved seamlessly into your text:<\/span><\/p>\n