How to Write an Amazing About Us Page for Travel Companies

Contrary to what you might think, you shouldn’t just use your About Us page to list the details of you and your company. It’s also a chance for you to communicate your passion and personality to the reader, and most importantly it’s a place that you can convince them why you are the right choice for the travel product or service they are seeking. 

What is an About Us page?

An About Us is a landing page on your travel company’s website that outlines who you are, what you do and why customers should choose you for the services or product that you offer. It also allows you to establish a sense of your brand and start to emotionally engage potential customers by talking about the background of your company and your values. 

Why should you create an About Us page?

Visitors almost always go to the About Us page when they are browsing a travel company’s website for the first time, so it’s important to use this curiosity to the best of your advantage. The text on an About Us page is often the first step in building a relationship with a potential customer, so you need to make sure that what you’ve written is carefully crafted, memorable and encourages the reader to stay on your site.

10 Tips for Writing an Outstanding About Us Page

1. Write for your target audience

There’s no use putting tons of time and effort into writing a great About Us page if it’s not targeted towards the right people. Depending on what your travel company offers and who your audience is, you’ll want to adjust your tone, language and style to optimise the text on your page for those who are most likely to be reading it. 

You’re likely to already have a good idea of who your target audience is, but it can be helpful before you start writing to jot down some notes about their age, interests, and the vocabulary they’re likely to use. If you’re addressing your audience in a way that they relate to, you’re much more likely to make a good impression and keep them engaged. 

2. Highlight what makes you unique

One of the first things that you should establish on your About Us page is what it is that makes your travel company unique. This point should be featured elsewhere on your website, but the About Us page is the place that you can explain the values and reasoning behind what it is that makes you different and further convince the reader why they should choose your product or service.

When thinking about what statement you should lead with on your About Us page, also consider what is going to be most important to your target audience and iterate that your company offers just that. Even better, highlight how your unique selling point makes you the best choice for what your audience is looking for from a travel company, and you’ll be onto a winner.

3. Use facts and specifics

Your company’s About Us page is the best place to show off about what makes you special, but this doesn’t mean that you should exaggerate your achievements or make claims you can’t deliver. Instead, use facts or statistics that show just how successful you have been, and feature customer testimonials praising your services or product. “Show, don’t tell” is a very well-known piece of writer’s advice, but in this case it’s the best advice you can follow.

Your company will also come across as far more trustworthy if you can offer exact figures and pieces of evidence to support your claims, which will only improve your brand image and improve your chances of converting browsers into customers.

4. Tell your story

The story of your company and brand is unique, and telling this story offers the chance to better engage your audience with a personal and authentic approach. A lifeless description of your corporate history will get you nowhere; focus instead on what motivated you to start your business and what goals have been met as it has grown. Even better, if you’ve got an amusing or interesting anecdote about that ‘lightbulb’ moment for your company then you can lead with that.

You want to keep a professional tone throughout your writing, but this doesn’t mean that you can’t be passionate about what you do. Readers are far more likely to engage with text that is lively and enthusiastic, and you’ll create a better brand image if there is authentic energy behind your company values. 

Whilst bearing all of this in mind however, make sure you don’t get too carried away and end up writing an essay on the history of your travel company. The majority of readers will just skip over huge passages of text, so keep things short, sweet and genuine. 

5. Show the faces behind the business

Just as showing authentic personality through your travel company’s story is important, showing the real people that are part of the business also improves your image and can better establish your brand. If you directly engage with your customers as part of the services you offer, they’ll also be a lot more likely to trust you if they can put a face to the name behind your communication.

This isn’t actually a writing tip, but on a technical level website users have been proven to spend more time looking at photos than they do reading text, so it’s definitely worth featuring images as part of the information on your About Us page. Including a photo of the founder of a company has also been proven to significantly increase the chance of customer conversion, so there’s no reason not to feature your staff on the webpage!

6. List your achievements

We’ve already talked about how using specific examples of success can help to improve your image and gain more trust from your audience, which is why it’s also a good idea to feature any qualifications, awards or accreditations that your company might have gained. These could simply be graphics along the side or bottom of your About Us page, but they’re a good way of showing that your company is one of the best in the business.

If you’ve been mentioned in any publications or travel websites, your About Us page is a great place to list these as well and add links to the different sites, which will be good for SEO. Showing that trusted brands have reviewed or featured your services will again establish the quality of your company, as well as providing more testimonials to further convince potential customers.

7. Focus above the fold

The section of a website that can be seen without having to scroll down is known as ‘above the fold’, and is the part of your About Us page that you should use to capture and keep your reader’s attention. You want to encourage any visitors to your website to continue down the page to find out more, which means you need to strike the right balance between sharing engaging text and keeping some interesting information for later.

Some users will only read what loads in front of them, so consider using images or a graphic above the fold that introduces your travel company and outlines your values or a unique aspect of your services or product. You can then include an arrow or instruction that encourages the reader to keep scrolling or feature an introductory paragraph that spikes their curiosity and keeps them hooked until the bottom of the page. 

8. Feature your location

Another method that will inspire more trust from potential customers is to let them know where your business is based. This adds another element of authenticity to your About Us page and can inspire more loyalty to your brand from customers who are also from the area.

We’ve already discussed the merits of including photos of your staff on the About Us page, and the same benefits can be reaped by featuring photos of your location as well. Whether that’s images of your office or shots of the local area, it’s these personal touches that establish you more firmly as a trusted brand and give a positive impression of your business.

9. End with a call to action

All of the great writing you’ve featured on your About Us page won’t do much good if the reader reaches the bottom and has no idea of what to do next. You’ll hopefully have sold yourself and your services well enough that you’ve got a potential customer ready to find out more about the travel services you offer, so you need to make sure that you end the page with an instruction or a call to action.

This call to action could be as simple as directing the reader to another page of your website that further describes your product or services, or giving them the option to contact you for more personalised information. You could also include a call to action that leads the reader to sign up to a mailing list, as this is a great way to keep potential customers engaged and ensure that they don’t forget about what you offer. 

10. Keep your page updated

As with every page on your travel company website, you should be constantly tweaking and updating your About Us page to ensure that it includes the best possible content. Keeping your contact information up-to-date is a given, but you can also experiment with adding other features and seeing how that affects the engagement on the page. 

To keep on top of the game, there’s no harm in also looking at the About Us pages of competitor websites and implementing any features that you like from these on your own page. If your company or your services grow significantly, you can also consider splitting the page into sections that focus on values, staff and services.

You don’t have to write thousands of words for an About Us page. In fact, the more concise you can make your copy the better. But it is definitely worth spending a little more time on getting creative with the words that you write, and ensuring that your company’s personality shines through this introduction to who you are and what you do.

The more genuinely you come across on your About Us page, the more likely it is that visitors to your company website will like you. And when they like you, they’ll start to trust you, and when you’ve gained their trust you’re more likely to gain their business as well.