Your “About Us” page is the part of your site in which you can really tell your story. It’s a free pass to about-ustalk about what your business is about, what you stand for, and what makes you special amidst the competition.

So how do you make the most of your “About Us” page? Below are three key ways to capitalize on this aspect of your site.

1. The tone
It’s important to write in a tone that is open and conversational, as though you are speaking to your best friend, as opposed to an individual you need to impress. It’s not a writing assignment, but a chance to boast a little bit about what makes you great. Practice telling your story when you’re waiting outside the stadium at Game One of the Chicago versus Cleveland. Be upbeat, friendly, and really engage with the reader. You’re telling an exciting story: yours!

It’s also advisable to use photos. This can add to the personalization of the page. However, always use photos of real people and places. Stock photos are a major no-no. They are very obvious, and they make the reader distrust you. If you cannot find professionally done photos, please don’t include any at all.

2. Clear and concise information
An important aspect of writing a great “About Us” page is to make sure it is concise. Viewers tend to be intimidated by large chunks of text. You don’t want to exhaust your clients before they have a chance to get to know you. If you keep it simple, unique, and fun, you’ll pull in your readers and keep them interested in your site.

In an effort to do this, it is sometimes useful to add a timeline of milestones in your business’s history. The timeline allows you to include a relatively large amount of information in a small space, and it gives the eye a break from reading text.

Another way to keep your page clear and concise is to remember why you are telling your story at all. “About Us” pages are often full of information about what you do, how you do it, why you do it, and when you started. While this information is important, potential customers are more interested in what they stand to receive if they use your services. It’s important, of course, to let readers know about your business, but try to spin it to show them the solutions and benefits that they stand to gain from your experience. Not only does this welcome growth, but it allows you to address different aspects of your business simply and effectively.

3. Accolades and milestones
When discussing milestones and accolades, be sure to list only those that stand out the most in your relative experience. While we would all love to share every award and honor our business has received, listing every single one can create a bit of a wash for the reader. Only list the most important awards. That’s not to say that, if you do not have a major honor yet, you should list nothing. It just means that you should list the most important accolades you’ve received in YOUR experience.

Along these lines, you should make sure that your page reflects the way in which you would discuss your company if asked to describe it right now. Keep the text up to date and be sure to be honest, sincere, and knowledgeable in your approach.

Creating a unique, fun, and idea driven “About Us” page can really bring traffic to your site and open the door to many lasting partnerships. Make sure to devote as much time to it as you do to your shopping cart or pricing list. You won’t regret it.