Your About Us page is one of the most important on your website. It’s likely to be one of the more visits pages as well, so you need to make sure it catches a visitor’s attention. If you need help writing your page, here’s a recent post with 12 questions to answer to help you write your bio.

Here are the eight things you need to include on your About Us page.

1. Tell Your Story

When someone clicks on your About page, they’re looking for more information about your organization. So take a moment to think about the experiences you’ve encountered running your business.

Talk about why you’re in the industry that you’re in, and what makes you different than the competitor down the street.

You want to use this page to not only capture a reader’s attention, but also to make them want to learn more, and begin to put a trust in you as the industry expert.

2. Let visitors know what they can expect from you.

This isn’t an invitation to list out your products and services one by one. Understand that this may be a visitors first introduction to you and your business, so convey what your business is all about, and what type of experience they can expect when working with you.

Don’t use this area to sell your products or services, but instead use it to humanize your brand. Explain your core values, and make this first impression one that your visitor will remember.

3. Real Photos

Get personal with your visitors and give them a peek behind the curtain. Use real photos of your staff (no, not those stock photos) and talk about the different roles that your employees serve. If you’re a one man band, then use a real photo of yourself or even the store front to your business. Local customers will recognize it, which doesn’t hurt.

4. Internal Links

Purely from an SEO perspective, including internal links to your products or services on your About Us page is a great way to spread around the link juice, but also to give a visitor quick access to what type of solutions your business can provide.

So include internal links to your various service pages, and bold the text when discussing them.

5. First Person Content

Many times, an About Us page is written like a directory listing, often referring to the business entity in the third person. In actuality, addressing your visitor directly is the best way to establish a personal connection. Do this will not only begin creating a personal connection, but it will also leave a stronger impact on your visitors.

6. Up to Date Information

Typically, a business owner will throw up his/her About page when the website is created, mark down a bullet points and a summary, and leave it up there forever.

Keeping your About Us page fresh with new company information, news, and awards is a great way to showcase more information about the company. It’s also a good indicator to a visitors that your web visitors are important to you and, adding fresh content is great for your Google search rankings.

7. Share Your Credentials

Your About Us page should have lots of info on the company history and back-story, but make sure to include what makes you great. A

potential new customer will want to know what separates you from the rest of the pack, so make sure to include any awards or added credentials that make your company the organization the clear choice to do business with.

8. Call(s) to Action

So a visitor has come to your website and learned a little bit more about your company and what you do. Now what?

Where do you want them to go and what do you want them to see?

Your Contact Page?

Your Portfolio of recent work?

Be sure to place Call-to-Action buttons on your About Us page, and point your visitors in the direction that you want.