The purpose of the About Us page is to build credibility regarding your business and inspire confidence in your visitors. Use strong credible language and terms that apply to your business. Since some of your customers may know quite a bit about the product or products you’re selling, you need to speak their language. Also, use words like us and we rather than the first person pronouns I and me, even if you are the sole owner and employee. The experts from PMI recommend that this page be about 200 words in length.

Your About Us page may also include a mission or vision statement. This statement should include the purpose of your business and that your business is customer service-oriented. You may also want to list important intangible values that you believe in.  Tell your visitors how they can expect to be treated as a customer of your business.

Validate the quality of the products and/or service you offer. Including manufacturers or brand names of products you sell builds credibility. You are able to capitalize on the manufacturers’ credibility and brand recognition. Professional organization memberships or awards, certifications for the industry your product is related to, and reference to the length of experience within that field can build credibility. Don’t worry if you don’t have experience in the industry! Sell your strengths from the beginning and then update your About Us page as your experience grows!