Your “About Us” page is arguably the most important one on your website. Unless you’re working in some absurdly niche industry in which you’re the only competitor, chances are there will be a lot of other companies offering the same general services you do. For customers, the decision isn’t so easy for that very reason – why pick Company X when Company Y is exactly the same? Well, to find out the answer, there’s a good chance they’ll stumble in the direction of the “About” page to find out who you are.

The last thing you want to happen at this point is for the potential customer to be presented with a page that is just plain…standard. The quick and easy way to tell if your “About” page is in need of a mercy-killing is to ask yourself this simple question: if you switched your company name with a competitor’s, would the “About” page still be perfectly acceptable?

If the answer is “yes,” then congratulations, your “About” page doesn’t tell anybody who you are or what you do. “We’re a company with over a decade of experience, driven by creativity and fueled by a desire to always do better.” The trouble with generic statements like that is it doesn’t set your company apart from any other – there is nothing distinctively yours about the whole thing.

Give me facts, give me goals

By now, you might have realized that you’re in need of a new “About” page. Putting the perfect one together isn’t easy, but there are many useful tips that can help you along the way. Firstly, you need to realize that the “About” page isn’t a place for a dry company history – in fact, it’s not really about you at all. It’s actually about what you can do for the reader – your customers. If you look at it in this way, you can see why generic hyperbole and bragging is no good. The best thing to do is reveal your character, what are the company’s goals? What are the core values? What sets you apart from your competitors? These are the sorts of questions content writers should ask when tasked with writing a company “About” page.

Finally, the “About” page can afford to have some character in the writing style too. Don’t instinctively drop into the uber-formal approach – be willing to adopt a confident yet personal style. Be relatable, be humorous, be straightforward and above all, be yourself.