How to Write an «About Us» Page

Hi everyone!

Receiving numerous calls from clients, yet having to refuse most of them because they are not your target audience can be frustrating, right? You WASTE YOUR PRECIOUS TIME communicating with them - all for nothing!

A client came to us with a similar complaint about a year ago. The divorce lawyer regularly received calls from people who needed lawyers with a different specialization. We decided to help, conducted a website audit, and found many errors and shortcomings. A significant part of them was related to content. 

For example, blog articles covered many topics, but the keywords were somewhat odd, and the semantic core was vague. Also, some pages that normally would help define the subject matter of a website were missing or formatted inaccurately. In particular, the «About Us» page was empty. The client said that «no one ever reads this page, so there is no need to fill it out.»

I know from experience that creating an «About Us» section («About the Firm,» «Our History,» etc.) is challenging for many law firms. People do not understand how to do it correctly, and why it is needed at all.

But the fact is that this page gives a lot of value to the website.

• First, it has CONTENT that IS IMPORTANT to search engines.
• Second, clients, potential partners, and the media may be looking for more INFORMATION ABOUT your LAW FIRM. And for this, they will go to this page.

However, a new problem arises here. How to write an «About Us» article that is interesting and original, not like the articles of other companies? We will now deal with the solution to this problem.

Let's agree that the text about the firm is a commercial tool that should influence sales. That is how you should perceive it. In this case, you will interact with people who deliberately clicked on the link and entered the section. You are working with an already interested, warmed-up audience. You need to take advantage of this and achieve maximum results.

Therefore, I recommend you seek the help of experienced copywriters who can write the text correctly and show clients the best aspects of your firm. If you want to write the text yourself, I can give you some key recommendations.

1. Give the most helpful information.

Let people get what they came for - clear information and arguments to make an informed decision. Always base your points on facts.

Example:

• Not «We have been in this business for a long time,» but «The firm was founded in 2011.»
• Not «The firm is developing dynamically,» but «The firm has increased the size of its team from 5 to 25 people.»

2. Show why you are better than your competitors.

Remember to be customer-centric when describing your benefits. This means telling not about yourself and your qualities but about what the client will receive.

Example:

• Not «We provide high-quality services,» but «Your interests will be fully protected.»

3. Try to inspire confidence.

Trust is an important argument that can influence a client's decision. But emotions play a huge role here. You must add them to clear arguments about why your firm is better. For example, you can share your values and mission while being honest and open. If your values match, the client will be more willing to enter into an agreement with you.

Example:

• Describing your internal business processes can inspire confidence. Place photos of the office on the site, show how employees work, and publish their profiles. It will make the image of the firm warmer and more inviting.

➕ Once again, I remind you that the pages like «About Us» are commercial tools. Therefore, you can place a call to action at the end of such text to increase your chances of success.

If you have any questions about setting up a good «About Us» page, ask me in the comments!

Good luck!