How to Write an Effective About Us Page That Converts Website Visitors Into Clients

When building a website that attracts and retains potential clients, one section often gets overlooked, but it shouldn’t: the About Us page. Whether you run a local business, gym, or martial arts school, this page is a critical component of building trust, improving your search engine visibility, and converting website traffic into real-world leads.

Research shows that visitors frequently seek out the About section first. It offers a chance to tell your story, connect emotionally, and establish credibility — three things that drive engagement and sales. In this article, we’ll walk you through how to craft an About Us page that converts and is SEO-friendly.

 

1. Communicate Your Core Purpose Clearly

Start by defining your “why.” Visitors don’t just want to know what you do, they want to understand your values and purpose. Your opening paragraph should clearly convey the mission of your business in a way that’s both genuine and strategically keyword-rich.

For instance, instead of writing a generic line like, “We offer fitness training,” try:

• “At [Business Name], our mission is to deliver personalized fitness coaching in [City Name], helping individuals of all ages build strength, confidence, and long-term health.”

This approach not only sets the tone for your brand voice, it also integrates important local SEO phrases like your city name and service type.

To learn more about local SEO and optimizing your website, check out our blog: How to Optimize Your Website for Local Search

 

2. Make It About Them — Not Just You

One of the biggest mistakes businesses make is turning the About Us page into a company resume. Instead, shift the focus toward how your brand serves your audience. Use language that reflects your clients’ goals and challenges.

Share how your services solve real problems or support growth. If you run a training center, don’t just say when it opened — explain how it helps clients train smarter, feel more confident, or reach competitive goals. Consider statements like:

• “We understand that finding the right training environment can be difficult. That’s why we created a supportive, results-driven martial arts school where [City Name] students can thrive.”

This approach builds an emotional bridge between you and your audience—while quietly supporting SEO with relevant phrases like “[City Name] athletes” or “training environment.”

 

3. Introduce Your Team With a Personal Touch

Adding team bios and staff photos gives your About page a human feel that stock images or corporate jargon can’t achieve. People want to know who they’ll be working with, so give them a reason to feel comfortable.

Include photos of your staff in action, brief bios highlighting their experience, and maybe even a fun fact or two. Real people make your brand feel approachable and trustworthy, which leads to more inquiries and conversions.

Pro tip: Caption your images with keyword-rich alt text and filenames to further boost SEO.

Learn more about writing other important pages on your website with our article on A Beginners Guide to Writing SEO-Optimized Blog Posts.

 

4. Make It SEO-Friendly, Naturally

Search engines love content that’s relevant, well-structured, and keyword-optimized. Your About Us page is no exception. Sprinkle in relevant search terms throughout your copy, but do so organically. Consider including:

• Your business type (e.g., “youth sports program,” “fitness studio,” “martial arts school”)
• Your location (e.g., “serving clients in [City],” “near [Landmark or Region]”)
• Specific services (e.g., “private training,” “kids martial arts,” “nutrition coaching”)

Example sentence:

• “Our fitness center in [City Name] offers personalized programs for beginners, athletes, and anyone looking to make a lasting change in their health journey.”

Also, don’t forget structure: use clear headings, short paragraphs, and bullet points where possible to improve readability and site performance.

Check out our blog on 3 Common SEO and Website Design Myths to make sure you don’t miss anything!

 

5. Add Media That Brings Your Brand to Life

If a picture is worth a thousand words, a video might be worth even more. Embedding a brief welcome video or behind-the-scenes footage is a great way to humanize your brand and keep visitors engaged longer.

You might include:

• A walk-through tour of your facility
• Interviews with clients or staff
• A message from the owner about why the business was started

Video improves engagement metrics, which can positively impact SEO, and gives potential clients a strong sense of what it’s like to work with you.

Need help with your content? Contact us for expert advice, and check out our article on How to Create Great Content for Your Business!

 

Let 97Display Help You Tell Your Story

A well-crafted About Us page is more than just an introduction, it’s a key part of your digital marketing strategy. At 97Display, we specialize in building high-performing, lead-generating websites with strong SEO and compelling content.

Our team of professional copywriters and designers can help you create an About page — and a full website — that connects with your audience and ranks on Google.

Whether you’re a sports facility, martial arts school, fitness gym, or training center, our digital marketing tools are built to help you grow.