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"How do I write an effective 'about us' page for our website?"
"How can I write about my organisation so it sounds as brilliant as it is?"
The Headlines
The "About Us" section is often a neglected part of an organisation’s website, written a zillion years ago and not updated since. It often starts with a rambling paragraph that begins something like “we were established in 2009 as a limited company…”
Hands up if you’re desperate to know what year an organisation was set up or what its legal structure and tax status are? Exactly.
While it can feel like a “should have” page rather than a “get excited about" page it’s often one that’s checked by funders, potential partners and people who don’t yet know how brilliant you are so you want to sell it baby.
It can be a crucial part of your website that works hard for you and that tells visitors who you are, what you do, and why they should care. It’s not just a place to talk about your history; it’s an opportunity to connect with your audience, showcase your unique value, and explain why they should choose you.
Five Tips for Writing an Engaging "About Us" Section
Know Your Audience When crafting your "About Us" page, think about who’s reading it. What are they looking for? Why are they on your website? Tailor your content to speak directly to their needs, interests, and pain points. If your website is about showcasing your work for potential supporters, funders and partners then that’s one style of writing. If your website is primarily a way for people your organisation supports to get info about you, then pitch it for them.
Be a show off What makes your organisation stand out? Why should someone choose you over others? This is your chance to show off. Avoid vague statements like “We’re passionate about what we do.” Forget being humble. Be specific: “We’ve raised over £1 million for community and heritage projects across the UK, helping small organisations thrive” or
"we've transformed this neglected part of the city into a space that hundreds of people use every week".
Use Clear and Concise Language Avoid industry jargon or overly complex language. Keep it simple and straightforward. “We synergize collaborative methodologies to optimize outcomes,” may sound clever but saying, “We work with other organisations to improve people’s skills” actually means something. This is going to be a page people check quickly. Plan for a short attention span. Use fewer words where possible, use images and break up the text. Start with the most important stuff.
Tell the story of how you make change People connect with people. They want to know how your organisation has made people’s lives better. This might be a mini case study, a quote from someone you’ve supported or a first person account from the founder of the organisation about what moment inspired you and showed you how important this work is. In the first few sentences you want to make it clear who you help and the problem they face, how you help (your solution) and the transformation this creates. If you have a one-liner for your organisation you can use this. There's also a how-to guide for this linked below.
Include a Call to Action Don’t just end your "About Us" page with a full stop—encourage visitors to take the next step. Whether it’s contacting you for more information, signing up for a newsletter, or exploring your services, make it easy for them to engage further with your organisation.
What Next?
Sticky-note planning tip
Put down on sticky-notes why you’re brilliant- what are the facts and stats or quotes? Include everything you want to say about why you’re great and then organise by similar things. You can then pick the best and structure your 'about us' page using those post-its before you start writing.
You can also look at "About Us" pages from similar organisations for inspiration.
If you want help with other aspects of running your organisation, join the squad and get a monthly dose of free support.
My programme, Sticky-note Strategy will help you create the pitch for your organisation that you can use in your ‘about us’ page, among many other things.