Why Your About Us Page is Critical!


Is your About Us page important?  But that's the wrong question?

The question you should ask is…

Do you want your website to generate high-quality leads helping you convert them into sales?

If you do then the About Us page on your website is critical.

It’s critical because people buy from people. 

People want to know whom they are buying from, and, if they are considering buying your product or service, they will check out your About Us page. They want to get to know you.

Still, photos are better than text. But a video is by far the most effective media because you communicate with your audience through all of the senses. Sight, sound and emotion. 

For 84,000 generations humans have learned to recognise danger very quickly. We were on high alert for the slightest change in our environment. The smallest movement or inconsistency triggered our flight or flight response.

If we didn’t react quickly, we got eaten or fell victim to tidal tribes.

As a result of this dangerous environment, we learned to read and process our response subconsciously. 

In the blink of an eye

Our cognitive brain is still slow. Our subconscious observations triggered the fight or flight response and they still do! 

As a result of this dangerous environment, we learned to read and process our response subconsciously. Our cognitive brain is too slow. Our subconscious observations triggered the fight or flight response and they still do! 

Evolution moves at glacial pace. It is less than the blink of an eye since the industrial revolution. 

In just 10 generations we have moved from horse and cart to space travel. A journey from England to Australia has gone from several months to less than a day.

When you have a video on your About Us page, people visiting your website can read your facial expressions and hear the tone of your voice. Together, these observations trigger an emotional response. 

The first impression people form is outside of their conscious awareness. If the impression is favourable, you are seen as a friend and not and their subconscious sees you as a friend…

Old friends

I had an early morning meeting with a potential client. To make sure I beat the traffic I had arrived early. Very early. As I strolled through the shopping centre, I saw a man waving calling out to me.

The man waving was my potential client. He recognised me from the video I had on my website. 

We met and shook hands. “I feel like I already know you,” he said. The ice was broken.

Hearts and Minds

Emotion and NOT FACTS will drive your potential clients to buy your product or service. Every business must win the hearts and minds of their prospects and existing customers.

Facts and statistics are dry. Sterile. Forgettable. 

By 2017, online video will account for 74% of all online traffic (KPCB).

That’s good to know. But, unless you link that statistic with emotion it means little. Yet that statistic might trigger the feeling of fear.

Fear of losing their market share or even their livelihood. The statistic itself is not memorable. But the emotional reaction is.


Before people decide to buy from you, they want to know who you are. They want to see what you stand for. 

Your prospects already know what you do. But they want to know more about you.

Video on your About Us page gives you the opportunity to speak with them letting them ‘get to know’ you. If they feel comfortable, they are far more likely to buy from you.


Marketers who use video grow revenue 49% faster than non-video users (VidYard).

That is wonderful. But that statistic was provided by research from a video production company. Now don't get me wrong. Vidyard is a good company and it is possible that their report is biased.


Video has stood the test of time!!!

History has proven the value of video over and over again. And there are too many reputable businesses reporting results from their video marketing that are similar to VidYards.

Why is video so successful?

Every buyer is human.

And every human has two dimensions. Conscious and subconscious. Visible and invisible.

Video gives your viewers a chance to get a glimpse of your hidden self. It shows who you are as a person. You can speak about your goals. Why you want to help them.

Of course, you’re in business to make money. Yet most of us are not driven by money. Money is a means to an end.

We want to provide for our families, go on holidays, drive safe cars, and live well in retirement. We must relate to the human visiting our website!

Who are you?

A video on your About Us page shows who you are.

Remember, if you want your website to generate leads and sales then the ‘About Us’ page is perhaps the most important page on your website…

When people can see and hear you it helps to build trust. And trust is an essential ingredient of a sale.

People buy from people they trust!

And that is why your About Us page is critical!!!

About the author 

Alan Cox

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