Most successful businesses today realize that they need a strong web presence to make the most of the opportunities out there. Many spend a lot of time honing their homepages to entice potential customers, but these same companies may be neglecting a very important section of their websites—the About Us page.

Your About Us page is where you can build rapport with your potential customers—something that can be difficult if you’re not face-to-face with them.

This page is your opportunity to introduce yourself to your potential customers. Use this precious piece of website real estate to establish credibility and build trust.

The primary purpose of your site’s About Us page is to provide information about your business and what it can deliver, so it should include the basics, such as who your company serves, how long it’s been around, and its long-term goals and mission.

Your About Us page is where you should show off a little of your personality, so don’t be afraid to have some fun. But make your writing easy to understand.

People who’ve made it to your About Us page obviously have an interest in what you have to offer. Make it easy for them to take the next step. Your call-to-action can be as simple as asking them to fill out the form to request more information, or you can add a link to your online offers page, so they can hop over and take advantage of any limited-time promotions you may have running!