Is Your Law Firm “About Us” Page Doing Its Job?

You may think that the About Us page on your website is just a formality. If so, think again. Research has consistently shown that people pay attention to the About Us page of websites, and often make purchasing decisions based on what they read. The purpose of this page is to educate the reader about why they should use your services or buy your products. Companies that are transparent about their company or business appear trustworthy, and encourage more sales. Let’s take a look at what makes a good About Us page.

  • Credibility– Your About Us page should explain clearly your area of expertise, and what makes you an expert in your field. If you are an attorney, your page should give information about where you studied law, the path you took in your career, and so on. If you sell widgets, it should explain how your company was formed and what makes your widgets the best widgets around.
  • Like-ability– Your reader needs to know that you know your stuff, but he or she also wants to feel like you are human, or that there is a human running the company. Let your personality show, when appropriate. If your business requires a high level of professionalism, look to add a touch of compassion to your writing. If your business model allows, show some humor. These things will go a long way in making your reader want to do business with you.
  • Bragging Rights– Don’t be afraid to show off a little, just do it in moderation. Showcase your achievements, awards and success in a way that instills confidence, rather than being off-putting.
  • Images– Include a photo of yourself, or your team. People feel they can trust a professional or business more when they can put a face to a name.
  • Benefits– Wrap up your About Us with a short paragraph that shows value and benefits to the reader. This closing statement should not be overly pushy, but should include a call to action.

When your About Us page is complete, put it aside and reread it a day or two later before posting it. Make sure that it reads like a conversation, and hits all of the points needed. Would you buy from your company or hire your services after reading your About Us page, independent of your website? If not, get out the red pen and make changes until you can answer with a resounding “Yes!”

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