Every website is different, but one thing tends to remain the same. No matter if the site is for an Australian not-for-profit or a local rock band, it tends to have the same five core pages: Home, About, Services/Products, Contact, and Legalese (privacy policy, user agreement, etc.).
For nonprofits, most of the emphasis is on the home page, creating an immersive FAQ page, or streamlining the donor submission form. What some teams overlook is the power of the About Us page. It’s crucial to provide the who, what, why, how, and where of your mission so donors, clients, volunteers, and community members understand why you’re so impactful.
You want to bring your story and credibility into clear view so that any initiative you have resonates with your audience.
Start with the Core
Your About page needs to begin by providing clarity. The “Boomer” generation remains the most giving in their donations. Seeing how they were born between 1946 and 1964, you want clarity to be the foundation of any communication. That starts with your About page.
Lead with a blank piece of paper. Write down:
- Why your NFP exists
- What community you serve (clients, volunteers, etc.)
- What you provide
- How you impact positive results
You want to make any statement on housing affordability or environmental conservation as precise as possible. Don’t use generic phrasing like “we help communities thrive.” Be specific. Measurable change is crucial to communication.
While you’re at it, jot down your vision, mission, and any specific philosophical statements. You’ll need them.
Stick to a Structure
Each About Us page varies, but a solid structure for most NFPs would include:
- The Hook: a concise 5-8 word sentence headlining your purpose and goals
- Mission/Vision Statements
- The Problem & The Solution
- Impact Metrics (Social Proof)
- Team & Leadership Members
- CTA (call to action)
This is the basic structure. It allows you to focus on impact and not just history. You are not a business, more of a service. You want to always align communication with how you improve the people you serve.
Tell Your Story
Okay, you’ve got your notes and structure. Now it’s time to start generating content. Start with your hook. A good hero section hook is no more than 8 words. It states your purpose and how you achieve that goal. Tie it to an emotionally resonating video or image, and you’ve got a winner.
You’ll also need a compelling story. The “Problem & Solution” framework is the best. You address why you began by pointing out the problem you’ve noticed. Maybe it’s dealing with too much trash on the roads around Sydney or ensuring fish populations on the Gold Coast remain positive. Either way, you’re pointing out an issue people can feel passionate about.
Finish your story with your solution. Talk about how you do what you do, but through the lens of authenticity. You’re a team of human beings, not a robot. You want people to associate their passions about helping or getting your help with your messaging.
Prove Your Bona fides
Social proof is gold on an About page. Over 70% of people trust recommendations made by someone like them. If that comes from a peer demographic, the trust score rises to 92%.
Share your impact metrics on your About page. Have clear images, facts, or measurements that say how much you raised, how many people you helped, or how much you’ve improved life in Australia. Be specific.
At the same time, use social proof from volunteers, clients, donors, and team members. Reviews, personal stories, and evidence of success from someone outside the NFP’s leadership go a long way toward building trust.
Highlight Your Team
The next logical piece of your About Us page is your team and leadership. It’s perfectly acceptable to list your executives and leadership. Try not to go overboard. Remember that most people spend 52 seconds or less on a website page. You want scannability, not full bios with a complete history of where they went to school or how many pets they own.
Keep it clean and simple with images, names, and positions. You can always link to full-page bios that encourage clickability on your website.
Design the About Page for Visitor Action
While an About Us page tells a story and builds trust through transparency and social proof, it also serves as a funnel point for your audience. You want to take advantage of that engagement.
Build a CTA (call to action) into your About page. Encourage visitors by informing them what to do next. Something like a donation button or a quick email sign-up form so they receive your annual newsletter.
You need to make these CTAs as visible as possible. They can be repeated throughout the page, but start small with one toward the end and measure its impact. You can always A/B test CTA button placement later as you run varying marketing campaigns.
Build Functional Reading Clarity into the Page
You should now have the content you need for your designer/developer to put on the About Us page. The last tip is to keep a reader-centred mindset. That means ensure the page is scannable by having:
- Clear headings
- Short, easy-to-read paragraphs
- Lists when appropriate
- Premium quality media (images, videos, infographics, etc.)
- Impactful social proof (metrics, reviews, etc.)
- Clear, different coloured CTAs
Break your sections logically and avoid repeating information across the page. You want everything to load quickly and display clearly, even when on a smaller screen.
Finally, keep the phrasing inclusive. Don’t say “what we do.” Lean toward “what we achieve together.” Make your readers feel they’re part of your story, and you’ll encourage organic engagement.
How We Can Help Your About Us Page
The About Us page of a website is just as important as the home or services page. It tells the story of what your NFP does and how you achieve your goals. With the right structure and visual signals, you can build trust, transparency, and visitor engagement.
Our team at Web 105 wants to help. We are a professional website design and development team based in Australia, helping nonprofits, government agencies, businesses, and healthcare providers get the clean, mobile-friendly sites they need.
Contact us today, and let’s design an immersive, easy-to-navigate website with a fantastic About page.
FAQs
What is the About page on a website?
It’s the dedicated section of your NFP’s website informing visitors of who you are, what you do, and why you do it.
Does a website need an about page?
Yes, in most cases, you want five essential pages: Home, About, Services/Products, Contact, and Legalese.
What to put on an about page on a website?
Your content will vary, but a good “starter” framework for an Australian NFP includes: the hook, mission/vision statements, a story (problem and solution), impact metrics (social proof), team members, and CTAs.