In business, reputation and presence is everything. An “About Us” page on your website builds much-needed presence and establishes your online business identity, with a minimal amount of effort on your part. “About Us” pages show your customers who you are, why you exist, and how you perform your services, and they’re a positive step toward building a trustworthy online brand.

In fact, “About us” pages are so important; it’s bad business to go without one.

People like doing business with companies they know. This is the same whether they’re at the mall or surfing a large scale e-commerce shop. They feel comfortable knowing businesses are “real” and that those same businesses are serious about being reliable and open with their clients. They need peace of mind, security, and the ability to learn about the companies they do business with, without having to hunt info down on their own.

A detailed “About Us” page provides everything web visitors need to know about a business website in one easy place. They help encourage repeat sales and return visits by instilling a desirable sense of trust in your target audience. They can also drive sales, new clients, and contacts your way—since you’ve made it easy for them to find and contact you in person. Since repeat business and new clients are essential to business success, having a good “About Us” page is a no-brainer.

 “About Us” pages are one part business card, two parts biography. They should introduce you directly and succinctly and they should provide pertinent information in a well-designed layout.

Most professionals use their “About Us” page to deliver important basic identification—as if they were an extended business card. A physical address, mailing address, phone, fax, and email address are typically included on the contact sheet. Some also include customer service information, toll free numbers, links to additional websites and blogs, maps, and instant message nicknames for quick connections.

Including your basic info is a good start. Let them know who you are, where you are, and how they can reach you if they have questions or problems. It’s also a great idea to include how many years you’ve been in business, what local regions you proudly serve, and whether or not you have any special certifications, licenses, or acclaims.

Visitors also like to read about who you are and where you came from. Most professionals include mission statements, brief bios, and future goals on their “About Us” pages, to give viewers a sense of history and reputation. Proudly displaying a company’s goals and their founding story improves reader trust and site “stickiness” (the magical glue that keeps them coming back for more!).

Others also use “About Us” pages to provide detailed directions to their brick-and-mortar shops or offices, and to list info on conventions or shows they’ll be attending. Customer service information can also be added to further boost the rich content on the page.

If your current website doesn’t already have an “About Us” page, you should consider adding one ASAP. If you’re in the middle of planning a new site, be sure to include one (or have your web designer plan one with you). You just can’t afford to go without!