For many Australian small business owners, the 'About Us' page is an afterthought. However, data consistently shows it is often the second most visited page on a website, as customers want to know who they are dealing with before they handover their hard-earned dollars.
A great About Us page isn't actually about you; it’s about how your story, values, and expertise solve a problem for your customer. This guide will help you craft a page that builds trust, showcases your local roots, and drives conversions.
Prerequisites
Before you start writing, ensure you have the following ready:- High-quality photos: Professional headshots or team photos (smartphone photos are okay if well-lit).
- Your Brand Story: A rough idea of why you started the business.
- Accolades: Any Australian Business Awards, industry certifications, or local community involvements.
- Customer Testimonials: 2-3 quotes from happy clients.
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Step 1: Identify Your Target Audience
Before you type a single word, you must know who you are talking to. Are you a Brisbane-based plumber talking to stressed homeowners, or a boutique accounting firm in Sydney helping tech startups? What to do: Write down your ideal customer’s biggest pain point. Your About Us page should immediately signal that you understand this struggle.Step 2: Hook the Reader with a Strong Headline
Avoid the boring "About [Business Name]" title. Instead, use a headline that focuses on the benefit you provide. Example:* "Helping Brisbane Families Stay Cool Since 1998" instead of "About Smith Air Conditioning."Step 3: State Your Mission Early
Within the first two paragraphs, explain what you do and why you do it. Use plain English—avoid corporate jargon. In the Australian market, authenticity is highly valued. If you started your business in your garage in Morningside, say so. It makes you relatable.Step 4: Introduce the 'Why' (The Founder's Story)
People buy from people. Share the 'Aha!' moment that led to your business. Screenshot Description: You should see a section with a professional photo of the founder on one side and a short, 3-paragraph story on the other. This creates a personal connection immediately.Step 5: Highlight Your Local Australian Heritage
If you are an Australian-owned and operated business, shout it from the rooftops. Mention your ABN, your local office location, or your involvement in the local community (e.g., sponsoring the local footy team). This builds massive trust with local consumers who prefer to support 'homegrown' businesses.Step 6: Showcase Your Values
Don't just list words like "Integrity" or "Honesty." Explain what they mean in practice. Instead of 'Quality':* "We only use Australian-standard materials that can withstand the harsh QLD sun."Step 7: Introduce the Team
If you have staff, show them. Use high-quality photos and include their names and roles. This proves you aren't a faceless corporation or a 'fly-by-night' operation. Pro Tip: Include a fun fact for each team member (e.g., "Dave’s favourite coffee spot in West End is..."). It adds a layer of approachability.Step 8: Use 'Trust Signals' (Awards & Certifications)
Include logos of industry bodies you belong to (like Master Builders or CPA Australia). If you have been featured in local news or won a business award, display those badges here.Step 9: Add Social Proof
Integrate 2-3 short testimonials specifically about the experience of working with you. This validates the claims you've made in your story.Step 10: The Visual Layout
Break up large chunks of text. Use bullet points, subheadings, and plenty of white space. Screenshot Description: View your page on a mobile device. Ensure the text isn't a 'wall of words' and that images are scaled correctly for small screens.Step 11: Implement a Clear Call to Action (CTA)
Once a visitor has read your story and trusts you, don't let them leave. Tell them what to do next. Example:* "Ready to start your project? [Contact Our Brisbane Team]"Step 12: SEO Optimisation
Ensure your page title and meta description include your primary service and location. Example:* "About Us | Expert Landscaping Services in Gold Coast"---
Pro Tips for Success
- Write like you speak: Read your text out loud. If it sounds too formal or stiff, simplify it.
- Focus on 'You' not 'We': Count how many times you use the word "we" versus "you." Try to shift the focus back to the customer’s needs.
- Keep it updated: If your team grows or you move offices, update the page immediately. Outdated info kills trust.
Common Mistakes to Avoid
- Using Stock Photos: Nothing screams "fake" like generic stock photos of people in suits. Use real photos of your real team in your real office.
- The 'Wall of Text': People scan web pages. Use headers to make the page skimmable.
- Being Too Humble: While Aussies hate 'tall poppies,' this is the one place where you are allowed to showcase your expertise. Don't be afraid to mention your 20 years of experience.
Troubleshooting
- The page feels too long: Use 'toggles' or accordions for detailed history, or move the secondary details to a 'Our History' sub-page.
- I don't have a team yet: Focus on your personal journey and your 'solopreneur' dedication. Your personal touch is your USP (Unique Selling Proposition).
- Photos look blurry: Ensure your images are saved as web-optimised JPEGs or WebP files at a minimum width of 1200px.
Next Steps
Now that your About Us page is polished, it’s time to ensure people can find you. Check out our guide on [Optimising Your Google Business Profile] or [How to Write a Service Page That Converts].If you need help craftng the perfect brand story or professional photography for your website, the team at Local Marketing Group is here to help. Contact us today to discuss your digital strategy.