Creative Nomads

May 23, 2022

What’s On Your Website About Page And How To Use It To Engage Your Audience

One of the most underutilized pages is potentially the website about page. This is because many business owners don’t use this page to reach out and engage with their audience. Instead, they focus the content on themselves.

To learn about us page best practices and how you can maximize your use of this page, continue reading below.

What should be included in the About page?

Aside from introducing you and the business, this page is also where you relay the story of how it all began. This is where you show your audience where you started and what direction you want to take in the future.

This page is where you share your values as an entrepreneur and as an organization. It is an opportunity to dive into a methodology – what makes your business different, what are its distinctions, and what makes it unique.

Do’s and Don’ts in updating your Website About page

1. Don’t use I and We
You need to limit your use of the I and We. When you go on that tangent, it does nothing for your audience. Your audience wants to learn the distinction of how you do things differently. Instead of using I and We, say “Our customers” or “Our company values building this for you.”

2. Put things in the language of your visitor
Focus on your customer and how you as a company develops core values to serve them. Let them know you prioritize customer service, high values, and the commitment to always put your customers first. These are some about us page best practices to adhere to.

3. Make the customer the hero of your story.
Your customers should be the spotlight of your about us pages. You come alongside as the guide. Lead your audience along a journey that begins and ends with them. Let them know the business is built for them, works for them, and grows with them.

4. Paint the benefits.
What are the benefits of engaging with your company? Discuss your company policies and core values that serve your audience.

5. Don’t say your values.
When you discuss your values, focus on how they benefit and help your customers. Consider why your audience will care about your mission and values. What’s the impact that you’re having?

6. Add some humanity.
The website About page is where you can share what makes you human. It’s what makes it different from the contact page or the services page which can both be a little cut and dry. Share your passion and where this passion came from. Discuss the quality, the impact, and the effort of why you are doing what you are doing.

7. Show your plans for the future
Your audience would also like to know where you are headed and how that can benefit them. Prove to them how you can be their partner and show them where you are leading them. Speak to the alignment of where you’re going and where you’re leading people towards.


The website About page is where you can display clear value, share your journey, and build your brand equity. Connect with your audience’s loyalty as you develop your brand and engage with them.

If you want to learn more about updating this page, schedule a call with me today, and let’s discuss!

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About the Author

Jason Rutel is the founder of Creative Nomads, a dynamic agency centered on enriching donor engagement for nonprofits and global missions organizations. With an impressive track record in web design, videography, and branding, Jason brings innovative communication strategies that drive mission-focused initiatives.

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