For businesses seeking to build their online presence, the development of an ‘About Us’ page is a delicate balancing act that seems to leave the majority stumped. Many find it difficult to strike a balance between selling themselves and driving away potential customers by sounding too self-aggrandizing. The result is often a bleak page featuring long passages of text users may find too intimidating to read through or, on the other end of the spectrum, a blurb so brief it fails to tell the reader anything useful at all.

Analytics show that the “About Us” page is one of the most frequented on any website. Clearly, those who fail to develop a strong page introducing their company to users are missing out on a prime marketing opportunity. Given proper care and attention, your About Us page is an opportunity to present your business in the best possible light, rising above your competitors.

So how do you go about telling potential customers who you are – without sounding boastful?

A good place to start is by talking about your audience, not yourself. Focus opening statements on your audience’s challenges and expectations. This more clearly demonstrates an understanding of your customers’ needs, making it more likely you are capable of providing products or services to fulfill them.

“Finding an agency that combines creativity with effective technical skill can be a real challenge for today’s marketing managers. We’re here to help.”

You can also let your established customer base speak for you. First-person testimonials are perhaps the most effective form of marketing in the book. Just think about this… when was the last time you looked for a new dentist, car, hairdresser, or restaurant without asking family and friends for their opinions?

A few glowing reviews from satisfied consumers do a lot to increase confidence in you and your product. If your company has received any customer-focused awards from local organizations, be sure to include them as well.

“Applied Interactive provided us with a web marketing strategy, redesigned the website and honed messaging in a way that helps our current customers find their way around and our prospective customers understand the value we add to their systems.”

A great “About Us” page establishes a history for your company. Even if there isn’t much to tell, include things that make you personable. If your now successful business was working out of a closet-sized apartment three years ago, then celebrate it! The more people are able to identify with your business, the more they will trust your brand.

If you’re still struggling with what to say, then just stick to the facts. Talk about your services or products and include any awards or accreditations your business may have. You could include everything from client retention rate to the number of new products added each month. No one can argue with raw figures.

Whatever you choose to tell your potential customers, it is important to present the information in a way that will attract user’s attention. Photos, timelines, infographics, and videos are effective ways of communicating with your customers. Individual headshots of your staff can help consumers visualize your company while photos of you in action or attending fundraising events can add character. Some of the best “About Us” pages are divided into different sections that provide complete information regarding products and services, community events and awards, as well as customer reviews.

When all is said and done, there is probably no such thing as providing the consumer with too much information about you. Don’t be afraid to experiment with the way you present your information or of making amendments later.