Are you a small business owner or a first-time site owner struggling to create an “About Us” and “Contact Us” page for your website? Don’t worry; you’re not alone. It can be difficult for many new (and even seasoned!) business owners and teacherpreneurs to know what to include on these pages in order to accurately represent their brand and encourage visitors to get in touch. Should you write about you? Your brand? Both? Are those two entities the same or different?? We’ll dig into allll of that in this post!
The key to writing great About and Contact pages is thinking like your audience. Your “About Us” page is the perfect opportunity to tell your brand’s story and build a connection with your audience. Meanwhile, your “Contact Us” page is essential for building trust and credibility while also making it easy for visitors to reach out to you with inquiries. In this blog post, I’ll guide you through the process of creating these crucial website pages.
Note: This post is part of a series detailing the “anatomy” of important website pages. If you haven’t read my post about creating the perfect homepage, that’s a great place to start before building your additional content pages. You’ll also find more anatomy posts here as I finish them.
The About Us page provides your readers with further information about you and/or your brand. It should share your story, values, and mission statement/goals. It should help your audience connect with you/your brand by establishing authenticity, trust, and transparency.
The Contact Us page usually provides your audience with different ways to get in touch with you. It encourages your visitors to ask questions, provide feedback, get support, or inquire about your products or services.
Spoiler Alert: Your About page isn’t just about you or your brand. It’s about your audience. When you’re writing your About page, the key is to think like your audience. What information would they need to know about you and/or your brand in order to feel comfortable using your services, reading your advice, making a purchase, etc.
Your About page introduces you and/or your brand and explains who you are. You have room to include more of yourself and demonstrate why you are the perfect solution to the problems that brought them to your site. It should include genuine, engaging content that is unique to you and your brand in order to establish credibility in your field– you want visitors to get the best first impression of who you are and why they should choose you over a competitor.
Small business owners who are the face of their brand are typically entrepreneurs or “solopreneurs” who have built a business around their personal brand. In this scenario, the brand and the person are often one and the same. People are attracted to the business because they like and trust the individual behind it.
For example, a teacherpreneur might build a business around themselves as the “face” of their brand, using their name and reputation to attract and retain clients. In this case, the business is directly tied to the individual; their reputation and personal brand are critical components of the business’s success. As a customer, you feel like you “know” the business personally. For example, my TPT store and blog operate as “Ms. Fultz’s Corner” and it’s clear that I am the brand.
On the other hand, small businesses that operate as their own entity are not necessarily tied closely to a single individual (even if there is just a single individual running the business!). While the individual(s) running the business are obviously important, the “face” of the business is not solely dependent on any one person’s reputation or image. In this case, customers might not even know who the business owner actually is or any personal details about them.
What to Include On Your About Page
The About page can be a challenging page to create. It’s a delicate balance between sharing your personal story and highlighting your products or services. It’s easy to get caught up in the more personal aspects and forget to include important business details but remember to think as a consumer here.
Whether you’re highlighting you or your brand, your About page should be as personal as possible and not generic. It should stand out immediately as your own. Some options to include:
- Your mission statement that tells why you do what you do and who it’s for.
- Your story. How did you get to where you are now? What are your values?
- Evolution. Where did you start, and where are you now?
- Your “aha” moments along the way. These are great for building credibility and trust!
- Your ideal customer avatar. Consider writing about relatable aspects where visitors can recognize themselves and their pain points.
- Your products/services and how they help using examples and testimonials.
- Information about your team and their roles, if applicable.
- Photos or videos that are yours and not stock photos whenever possible.
- Relevant interests and quirky relatable facts—if you are the face of your brand, this can be a short section to help visitors learn more about you as a “real” person.
Your About page should be a cohesive part of your website and carry over your brand’s identity.
You should use brand-specific images and photos. Images and photos break up your page content and avoid the “wall of text” effect that users tend to skip.
If you are the face of your brand, you should include photos of yourself. A headshot is fine, but “staged” lifestyle photos of you working, in a classroom, your office, etc. can really elevate your brand.
If you aren’t the face of your brand, include location or product photos as appropriate. For example, a tutoring center would have photos of their office, a local library where sessions are held, etc.
If you use stock photos for this page, they should feel cohesive and match your branding.
You can also include introductory videos on this page. A well-done video can share your personal experiences and connect with your audience on a deeper level.
While your About page is essential to introduce yourself and/your brand to your customers, it’s also important from a digital marketing standpoint. According to HubSpot, users ranked the About Us page as a website’s second most important page. Your About page:
- Builds transparency and credibility as you explain to your visitors what goes on behind the scenes
- Shares your values and helps customers identify your business as a solution to their needs
- Connects with your customers on a deeper level
In terms of SEO, your Expertise, Authority, and Trustworthiness (E-A-T) will improve as you describe your history, competence, and the products or services you offer.
If you want to learn more about SEO, these free guides can help.
Mini course: SOS… SEO!
How To Help Your Website Show Up In Search Results
Take this DIY entry-level SEO course to start your website off on the right foot.
What Makes a Good Contact Us Page?
When it comes to building a website for your business, the contact page is often overlooked. However, it’s one of the most important pages on your website. Why? Because it’s the page that potential customers will use to get in touch with you, ask questions, and ultimately decide whether or not to do business with you. Here are some tips for getting the most out of your Contact page.
The user experience on your website can often make or break clients wanting to sign up with you. The most important part is that they can quickly contact you, which means the Contact Us link needs to be in multiple easy-to-access spots.
Here are some suggestions:
- In the main navigation menu near the top right corner so it’s always easy to find and on every page
- The footer near the bottom left where visitors often scan for quick links after reading
- On the About page so visitors can contact you right away after learning more about you/your business
- In the sidebar as a quick way to connect if they read something that inspires them in one of your posts
Contact pages tend to look the same, so finding a way for yours to stand out and be one final on-brand point of contact is a perk. Write a personal message encouraging them to connect with you and include a personal photo.
Use a Simple Contact Form
Submitting a contact form should be simple, so only request the information you really need in this first point of contact.
For example, if you are a tutor, consider adding questions such as:
- What grade is the student?
- What subjects do you need help in?
- What are the key concerns?
- How often do you need tutoring?
When asked ahead of time, questions like these can help streamline your communication and ensure you’re only accepting clients that are a good fit.
In addition to the standard contact form, you should consider these extras.
- Hours of operation and typical response time so visitors know when to expect a reply. This will help cut down on repeat emails checking back in.
- Phone number and email address. If you’re available by phone, include a clickable and written phone number. You might also want to include your written email address for users who don’t want to use a contact form.
- Location. If you have an actual storefront or location, adding your address and a map helps with SEO. However, even if you don’t have an address to share, adding your general location helps build trust.
- Social links. Include your social media buttons as a way for visitors to connect with you away from your website. You can also include built-in Facebook messages if you prefer that over email.
- Self-help resources. You’ll be amazed at how many questions can be answered by including some self-help resources like your popular links on your blog, a FAQ page, etc. beside or above your contact form.
An automatic scheduler can save both you and your visitors time and frustration. For example, if you offer tutoring services, families can automatically schedule a consultation based on your pre-set availability without having to contact you personally first. Not only will this help you save time in scheduling clients, but it will also help you save time in communicating with your team, if you have one. You may have Zapier or another automation tool notify you, your whole team, or individual tutors whenever a new appointment request is received through email.
Many businesses miss valuable marketing opportunities by not using testimonials on their Contact Us pages. Picture this: a potential customer has debated whether to hire you or purchase your products/services. In cases like this, customers typically revisit your website many times before making a final decision. Maybe they have a question or hesitation, so they visit your Contact page to send a message. Then they see a testimonial that speaks to them and helps establish the credibility they needed to make a purchase.
Designing a website can be challenging, especially if you’re trying to DIY it while also running the other aspects of your business. Website tech, design decisions, copywriting, content strategy, SEO… the list goes on and on! When you work with me, I become your digital marketing business bestie; one point person who helps you get it all done and saves you time with a website that will be beautiful outside and powerful inside.