Your ‘About Us’ page gives you the opportunity to convey your USP’s, mission and values in a concise and accessible way.

It’s the story of your business, and like every story, it needs a beginning, middle, and end. 

Infoserve wants to provide you with 3 essential steps to improve your ‘About Us’ page which will ultimately lead to higher conversions. 

Why you need an ‘about’ page:



‘About’ pages are a great way to: 

• Establish trust 
• Reinforce your brand personality & message
• Build an SEO profile 
• Highlight your USP’s

1. Create a strong opening 

Hook your visitors in with compelling copy, images, or video. 

It is a common error to fill your page with paragraphs of text, which can be highly disengaging for the reader.

Start strong, define your unique selling points, and be as concise and engaging with your copy as possible.

Take this example of London City Skin Clinic. 

The message captioned in bold immediately introduces the customer to the roots of the company’s message, and draws on their pain point.

2. Generate an informative middle 

Your ‘About Us’ page should contain three main pieces of information: 

1. Who you are 
2. What you do 
3. Why you do it

These should be easy to navigate. Break the information into digestible chunks using headings, video content, and imagery.

Captivate your reader by explaining why you do what you do, and reinforce your story with customer testimonials and examples of your work. 

Include links to other websites that reinforce your expertise such as awards, sponsors and collaborators. This will not only build trust with your customers, but help Google navigate your website easily which boosts your rankings in the search results. 

London City Skin Clinic uses a video which includes options to like, share or watch later which encourages visitors to take action.

They then continue to demonstrate why you should trust their services. 

Your ‘About Us’ page is a great place to showcase Client feedback which helps reinforce confidence in your business.

3. Finish with CTA

As with every page on your website, you should finish with a call to action (CTA) that encourages further engagement with your business. 

Avoid generic ‘click here’ sentences, and instead add a button that makes it clear what action you want them to take. 

Tailor it to your service and make it personal and on brand. For example: 

• Join us on our mission 
• Check out our gallery 
• Opt in to receive our newsletter 
• Request a tutorial now 

Top Tip: Make sure you provide contact details below the CTA to encourage visitors to enquire.

London City Skin Clinic once again displays this perfectly. 

Still unsure? 

At Infoserve, our web design experts, SEO team and content writers are experienced in creating ‘about’ pages that convey your message and are optimised to perform.