Believe it or not, your “About Us” page sits right up there in importance with your home page. Although it’s not important for search—no one searches for “About Us” pages, after all—prospects who actually land on your website will place their trust in you based on what you say on this page.

Unfortunately, most SMBs consider this page a nuisance because it requires them to answer a brief questionnaire—or maybe do some writing. However, go ahead and examine your analytics (or check in with your SEO) to learn how frequently prospects visit this page versus others.

In doing so, you’ll see that your “About Us” page ranks right up there with your top pages. It’s perhaps even your second most-visited page (just behind the frequent winner of course: your home page).

How Can Your “About Us” Page Drive Leads and Sales?

You can use this simple formula to create an irresistible “About Us” page that wins more customers:

1. Start with a Headline that Arouses Curiosity

Curiosity is the No. 1 emotion you need to stir to gain interest. Begin with a question. Start with a surprise statement. Create an interesting lead-in to a longer story. No matter which strategy you use, anything you say other than the oh-so-boring “About Our Company” is a great start.

2. Tell a Story About Why You Started Your Business

Stories engage—it’s that simple. They’re unique and filled with emotion. Moreover, they’re far more captivating than the boring company history and mission statement you read on practically every website.

Why did you get into the business you’re in? If you frankly started with money in mind, say so. Visitors will appreciate your honesty, and you can follow that up with insight into how your passions and interests changed along the way. Explain why and how that evolution occurred, discussing what motivates you today.

3. Write in Conversational Language

Use simple words everyone can understand and relate to. Because visitors can leave your website with the click of a mouse, you want your story to be as easy and painless as possible to read—there’s no need to write a dissertation! Write just like how you talk to your clients or customers in person, using a conversational tone and avoiding swearing.

Talk to your visitors using plain and simple language so they understand the precise message you’re trying to convey, maintaining this throughout your page. While many assume you should sound stodgy, formal, and intelligent, this is in fact not the case. Instead, you’ll come across as more competent when you actually connect with your audience using simple language they understand—even if they are CEOs and PHDs.

4. Spotlight Your Entire Team

Yes…it’s always a good idea to include a pic and bio of your company founders. And don’t forget your entire team of employees too—even if there are dozens of them! Prospects like to connect a team to a face and do business with people, not websites. Taking this extra step toward forging a human connection will go a long way toward driving more leads.

5. Always End with a Call-to-Action

A CTA simply instructs your readers on what to do next, and many more will actually take action when you tell them specifically what you want them to do. Link your customers to your top products and services. Offer a free consultation. If they’ve read this far, they think you’re pretty awesome—and you have a strong chance to win their business.

Wrapping Up

Given everything shared above, stop ignoring your “About Us” page. Give it some thought!

Because guess what? Your competitors could care less about theirs, presenting a great opportunity for you to sneak right past them.