What is About Us text?

About Us text is exactly what it says, it’s your opportunity to tell the user why you exist and probably most importantly, why they should stay on your site and engage with you. Whether that is by becoming a customer or working with you in some other way, every single website should have About Us text and it should be well written because most of the time it’s the first place people will look.

Who reads About Us text?

To be able to write effective About Us text, you need to first understand who will be reading it. This is one of the key factors to take into account when writing your About Us text because it is unlikely that a one-size fits all approach will work. Visitors to your site will have different reasons for being there. Broadly speaking, there are 3 different groups of readers:

Group Reason for reading your About Us text
First time visitors People who want to understand what you do and why you are the best choice for them
Returning visitors People who have used or already subscribe to your site and want to see what is new or additional ways you can help them
Partners People who are interested in working with you. For example, re-sellers, advertisers, journalists, events