Tips for Writing an Effective “About Us” Page for Your Sports Facility Website

by Maddie on May 6, 2025

Turn Visitors Into Clients by Telling a Story That Builds Trust and Converts

When someone visits your sports facility’s website, the About Us page is often one of the first places they go. In fact, 52% of website visitors look for the About page right away, making it a top destination—and a key opportunity to establish credibility, build trust, and drive conversions.

Whether you run a baseball facility, a multi-sport training center, a cheer gym, or a sports-focused fitness studio, a well-written About Us page can do more than introduce your business—it can convince someone to sign up.

At 97Display, we’ve spent over a decade building websites for sports facilities that don’t just look good—they generate leads. We know what works and how to help you write content that connects with your ideal audience and shows up in Google searches.

Here are the top tips for writing an “About Us” page that not only resonates with your audience, but also helps your sports facility website rank well on Google.

1. Start With a Mission That Resonates

Your About Us page should open with a strong mission statement that communicates what your facility stands for, why it exists, and what sets it apart. Avoid vague language and generalizations. This is your chance to clearly articulate your identity and values.

Instead of saying:

“We offer training for all ages.”

Say something like:

“At [Facility Name], we’re committed to helping young athletes in [Your City] build confidence, skills, and strength through high-quality baseball training in a supportive, team-focused environment.”

Use local keywords like “baseball training in [Your City]” or “youth sports facility near me” to improve your page’s visibility on Google. Local SEO is a huge driver of organic traffic, and every sentence is a chance to rank better.

Want Help Crafting Your Messaging?

97 Display’s team of expert writers can create compelling content that supports your brand and drives search traffic.

Schedule a Call Today!

2. Focus on Your Audience’s Goals, Not Just Yours

Remember: your About Us page isn’t really about you. It’s about how you can help your visitors.

Use audience-focused storytelling to show how your sports facility solves problems or helps clients reach their goals. Think about the parent who’s searching for a safe, high-quality training facility—or the athlete looking to level up.

Tell your story in a way that addresses their needs:

“We know how overwhelming it can be to find high-level coaching that also focuses on character development. That’s why our training programs prioritize both skill-building and sportsmanship.”

Include real stories when possible—about your founder’s background, your facility’s evolution, or the athletes you’ve helped succeed.

Highlighting impact builds emotional connection. 97Display’s copywriting and website design experts can help bring your story to life in a way that resonates with your audience.

3. Showcase Your Team with Real Photos and Bios

People don’t just want to know about your programs—they want to know who’s behind them.

Use authentic team photos and short bios that highlight your coaches’ experience, achievements, and training philosophy. This not only adds credibility, but also humanizes your brand and builds trust.

Here’s a great way to structure it:

Photo of each coach
Name and title
Background (experience, certifications, specialties)
Personal passion or coaching philosophy

Example:

“Coach Mike brings over 15 years of experience in youth baseball, including time as a collegiate pitcher and regional scout. He’s passionate about building strong fundamentals and confidence in every player.”

Need Help Building Trust Through Great Visuals?

97Display specializes in custom designs that feature real people—your team, your athletes, your success stories. Follow the link to get started.

Schedule a Call Today!

4. Optimize for Search Engines (SEO)

Your About Us page is a powerful asset for your local SEO—if you use it right. Local SEO is particularly important as 46% of Google searches seek local information. Make sure to incorporate location-based keywords and specific services you offer.

For example:

“Our baseball facility in [Your City] offers specialized training programs for athletes of all levels, from youth leagues to college-bound players.”

Tips for SEO optimization:

Use your city/region name naturally
Mention specific sports or training specialties
Use clear headings and subheadings (H2, H3)
Include internal links to your Programs or Contact pages

Not sure how to optimize your website for Google? We’ve got you covered. 97Display builds all our websites with SEO best practices to help you get found online—organically.

5. Add Video and Interactive Features

The best About Us pages don’t just tell—you show.

A short welcome video from your founder or a virtual tour of your training facility can add energy and authenticity that photos and text alone can’t match.

Ideas for video content:

A behind-the-scenes look at your training environment
Interviews with coaches or athletes
A parent testimonial
Facility walkthrough with voiceover

Need Help Adding Video Content?

Videos increase time-on-page and help people connect with your business emotionally. 97Display can help you integrate videos and interactive features into your site seamlessly.

Schedule a Call Today!

6. Make It Easy to Take the Next Step

Don’t let your visitors hit a dead end.

Every About Us page should end with a strong call to action that encourages the next step—whether that’s signing up for a free trial, booking a tour, or sending a message.

Examples:

“Ready to get started? Schedule your free trial today.”
“Want to see our programs in action? Take a virtual tour of our facility.”
“Have questions? Contact our team and we’ll help you find the right fit.”

A call-to-action turns interest into intent—and intent into leads.

Why Your About Page Matters More Than You Think

When done well, your About Us page becomes more than just a bio—it becomes a trust-builder, a conversion tool, and an SEO asset.

It’s a key part of your website’s performance—and part of a larger strategy that includes lead capture forms, optimized service pages, and local visibility.

At 97Display, we understand how to build websites that perform. We’ve helped hundreds of cheer gyms, fitness studios, and sports training centers grow their online presence and attract more leads.

Why Work With 97 Display?

We’re not just web designers. We’re strategic partners for your growth.

With over 15 years of experience in the sports and fitness industry, we know how to build websites that convert traffic into paying clients. Our clients trust us to deliver: