October 2

Your About Page: The Secret Weapon to Build Trust and Future Sales

Your About Page: The Secret Weapon to Build Trust and Future Sales

Guess what? Your about page is likely in the top 3 of all viewed pages on your website - because travelers want to know about the people behind your business. So why do few travel brands capitalize on it? 

Let’s admit it: who likes to write about themselves anyways? After all, didn’t your mother and everyone you know tell you not to brag and talk about yourself? What about going to a job interview and being asked to summarize who you are and your experience? Where do you start?

For some businesses, this is where an About Us page gets avoided or becomes a summarized resume page – and neither is useful for your business.

You, on the other hand, have a significant competitive advantage ready to be utilized. I promise your About Us page can help your business earn trust. Not only does your About Us page share who you are and what you do, but it can also be an official page to build trust, which is the key to converting readers into buyers of your tourism products and services.

Why Your About Us Page Is a Secret Weapon For Your Tourism Business

1. It has traffic – a lot of traffic. Actually, it is one of the most viewed pages on websites. Whether you run a personal website, blog, or corporate site, this page is essential because it has traffic. The better the copy, the more it will benefit your business.

Think about it: when you are searching for a business that you don’t know about, usually you want to get a sense of what they are about and who the people are behind it; your About Us page is the place to find this information. So please, make it visible.

If you have an About Us page now, and it’s full of corporate fluff and is focused on what you do and your benefits, it isn't going to work for you. So read on and find out how to make it compelling for your business.

2. It helps people EVALUATE you on a different level compared to your Home Page. People want to buy from people they like and share their beliefs.  

3. It serves as a significant component in building trust, and when you build trust, you move potential guests down the funnel – meaning you move them from being lookers to bookers. When you create this page, it sets you up to take advantage of the content for so many aspects of your marketing communications.  

4. It saves you time and effort. Once you create this page, you can use and reuse the copy you developed in your marketing and communications. 

**Please don't make this mistake: some businesses take their About Us page entirely off the website’s top navigation because it is not deemed necessary compared to the other sales-driven pages on their website. Please keep it up there, and I'll explain further.

Your About Us page is about you and your brand through the eyes of your target guests.

A. Your goals for writing your About Us Page

  1. It is written in a way that your target guests can relate to you. 
  2. Perhaps they admire what you are doing, or you have shared values and beliefs, or you have made massive changes in your life to live the way you want on your terms. You want the reaction to be, "Wow, I can relate to that Dorene, she totally gets me."
  3. You write it in a way that conveniently answers the questions they probably have about your business (ie. those that addresses their needs).
  4. Your About Us page uses story-telling to share stories about you. Story-telling is one of the most powerful ways to explain anything. In travel, it is one of the most compelling ways to talk about your services, your business, and the experiences of your guests.
  5. Talk about your purpose in a bit of a different way – it is uber-powerful, too!
  6. It is not written like a resume; rather, it is written like you are talking to a friend you haven't seen for say 15 years and catching up on everything and sharing what you are deeply passionate about. If your About Us page isn't done correctly, it comes off as corporate and useless.

So, as your potential guest reads about you, they are validating if you and your business can help THEM.

B. How to Write Your About Us Page

There are several great learnings here taken from the amazing Marie Forleo in her course, The Copy Cure. These examples are proven and demonstrated by many successful businesses, including ones in the travel industry (see examples below). Please, if you write this super corporate – and say we are so and so the company and we deliver a high-quality experience to our guests blah, blah blah, you are only wasting your time.  

There is a couple of ways you can structure your page


It can be a backstory about you (or “we’ your company), which leads you to why you started this business. 

The key is that it should be an exciting story that your target guests could be interested in or admire.

You can use an Ah-Ha moment as the way to tell your story. What were some challenges you faced while developing your company? How did this discovery shape what you are today?

For example: If you say you were tired of the corporate world, and you had to get out, so you decided to start bed and breakfast, it won't cut it. However, if you had some major struggles that compelled you to create and do something you are passionate about and believe in – now that is golden!

2. Passion Story/Change Story

This is about how you evolved as a company. There is no shame in admitting that your business has changed, or personally, you, as well as the ideas you’ve adopted, have changed since you began.

When you have a story about your Passion for doing better, being a better human being, helping others, becoming a better person, realizing your business was going this way but you decided to change it – these are admirable traits that are respected by potential guests.

Whatever you choose: hit the Emotions. Remember how we want to connect with feelings here? So, tell your story and the struggles you faced. Explain how you felt and what you did to overcome them.

What Content Should You Include in Your About Us Page

1. The best About Us pages START WITH WHY. Your purpose is an absolute must-have. It can be woven into your story or included upfront. It can be written as a statement, or you can include some additional context like how you do it. You can also write this as a mission statement. Further, you can include whats and hows (e.g. We believe that _______so that ________). The important thing is that it is visible and easy to follow.

2. Who do you serve? Talk about your target guests – their issues and how you help them and try to weave it within your story. 

3. Add a Call to Action at the end. We want to leave them with something to do and to think about. Now, to figure out what your CTA should be, start by asking yourself, why is my potential customer visiting my About Us page? How can I help them get the information and solution they want the most? Perhaps, it’s downloading a free tool or an eBook, joining your email list or Facebook group, or contacting you to learn more about your business.  

4. Your Staff – Highlight your staff and include pictures of you all. You can include a bio or a fun fact about each of them. Better yet, you can interview them and include a phrase like: "why do they love to go to work every morning”.

5. Facts and Credentials – These are optional and can be included if they fit naturally. Here you add in things about your career, your experience in life that led you to create or build your business. It can include awards and credentials, case studies, and testimonials. But be careful not to lead with it; it should be a part of the story, a way to say:

“Hey we created this, this is why, how we do it and by the way, we are getting recognized for our great work.” These additions can back up your credibility. 

Also, include things like the awards and accreditations you received as a travel company. For example: Trip advisor, industry acclamations, and designations and associations (but these play a lower profile).

6. You can also show your personality. It is ok to share a few of your quirky and unusual interests and passion, as long as it's a super minor part of it.

Three Types of Frameworks for Your About Us Page

OPTION #1: The simplistic, story-telling, and preferred structure. Use bold subheads and some simple design elements. The goal here is to lead into your why and who you are. Use pictures to tell the story – show the struggle you had and the solution you took to overcome.   

OPTION#2: The FAQ, frequently asked questions, or a Q and A format. This format is excellent for supplying in all the random things you know people want to know about you and your company. It's also an ingenious way to bypass the writer's block because it is easy for us to answer questions. I've seen some travel brands use this for group tours because there are often so many questions your guest has about the group, the amenities, and locations, that it may be easier to create a bulleted list of information.

OPTION #3: So there's a reason that the 25 things you don't know about me meme were such a big hit. Lists are effortless to write and often entertaining to read as long as they address the needs of your guests, but if they aren’t written well, they tend to feel braggy. This method is not my preferred method, but if you have a quirky brand and can get some copyrighting help, this page could come off as very unique. 

Looking for some inspiration from some great About Us Pages? 

Here are a few pages that are fantastically written and uphold some if not all of the elements we discussed in this article.

Impulse Travel - These guys are clear on their purpose and explain it well, I like the drop down menu of how they break it down and how its easy to read in sections

Taste of Thailand Food Tours  - These guys state their purpose up front and they even include a infographic of their values. 

Taste of Toulouse- Well-crafted About page and story telling

Pure Trek Canyoning - They recently updated their page with their mission upfront  - it is well done.

Southwest Airlines -  These guys are the kings of purpose driven companies, which is why their about page is written well, its a big company so its done alot differently and worth looking at. 

Send us a note and let us know how you are getting along with writing your secret weapon - Your About Page?  How did these tips work for you?  You can reach out to us here. 

* note: Resource:  Marie Forleo's Copy Cure course that has been roadtested on many travel brands.

What are your best tips for writing your About Us page? Looking for more help with your marketing? You can find more tips here. 

top secret image - your about page - the key to trust

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About the Author

Dorene Wharton is a tourism strategist, marketer, coach, copywriter and full-time traveler with a 25-year career working in all areas of marketing and sales. She left her corporate job with Fortune 500 hospitality brands to start Travel Life Media to help hotels, tour, attractions and event companies improve their marketing, and live their brand with a purpose.

Dorene Wharton

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