I’ve been following this business coach for a while on Instagram. I love all she has to say! Her posts are energetic, empathetic and inspiring.

Her content resonated with me so well that I became interested in one of her programs. It’s expensive (what isn’t?). Investing in my business is essential, though, so I was willing to budget it in.

I was *this close* to signing up when a question popped into my head:

Who is this woman? Why should I believe her?

I headed over her website, expecting to see impressive credentials. Corporate experience, training credentials, businesses she’s owned, past clients … Surely she’s seen some sh*t. I mean her content positions her as such. Right?

Nope.

Nowhere does she tell me why she’s qualified to sell me what she’s trying to sell me.

I scoffed. And then it hit me.

Neither do I. 😳

But but but … Copywriting best practices say your About Us page isn’t about us. It’s about the client and what you can give them.

Okay, fair. But that advice leaves out the golden rule of ethical marketing — you have to support each and every claim you make.

No one is going to know you’re qualified unless you tell them. I, as a consumer, need to know just why I should listen to you. And, you, as my potential client, need to know why you’ll want to listen to me.

So, I’ve gone back and rewritten my About Us page.

How to Write Your About Us for Business

Now that we see why having an About Us page for your business website is important, let’s talk about the how. Here’s what you want to consider on your own About Us page. When I say “your,” I’m including your team members. “Your” includes anyone working on behalf of your client.

There are 2 parts to your business About Us webpage: your experience and your brand story.

Your experience is about your personal career path. What certifications do you have? What results have you obtained previously? What skills do you possess because of your career path?

Your brand story is the narrative around how your current business was born. Why did you start it? What do you stand for?

With every fact you list, answer these 3 questions:

1. How does knowing this about me create trust within a potential client?
2. What about this skill benefits the client?
3. Does this skill differentiate me from the competition? If not, does it at least put me in the running?*

*Regarding this last point, don’t NOT list something just because everyone else has listed it. Depending on your service or product, there’s something to be said for making sure you include the basics. I call these your checklist items. When someone compares you to someone else, there are certain baseline requirements they may want to see. (This is where competitive research comes in!)

Also, remember clear over clever, every time.

The purpose of this page is to establish credibility and trust — people only buy from people they trust.