Illustration of an About Us page

As one of the first stops made by a website visitor, the About Us page can also be one of the last pages to get much love from an organization. It tends to be a dumping ground for miscellaneous content without much purpose. Here’s how to focus:

Make the page very clearly about you.

Tell people who you are, who you serve, what you do, and why you do it. Think high-level and stick to highlights. You’ll get a chance to get into the history and all that other good stuff in subpages, which you can (and should!) introduce and link to from this page.

Reflect your organization’s personality and values.

It might make more sense for you to call this page “Who We Are.” Take whatever approach works best for your nonprofit and how you describe yourself to others. Don’t be afraid to get creative!

Connect the dots.

It’s tempting to jump right into your impact and major milestones once you have someone’s attention. But this is the perfect page to lay out your nonprofit’s work in a larger context and provide beginner-level information about your cause and end goal. Start out with a broad overview of your organization and work your way up to rest.

Show and tell.

It doesn’t have to be one or the other. Consider sprucing up the page by injecting some photos, graphics, or a video that inspire as well as inform. This is a great home for a short introductory video.

Be concise with your pitch.

Lengthy content doesn’t always translate into lasting impressions. Stick to the elevator pitch, but in written form, you’ll be able to go into more detail on the subpages. Be persuasive and hit all the high points of what makes your nonprofit so great and distinctive.