Of all the pages on a company’s website, the “about us” page is particularly challenging to write. After all, trying to tell the story of your business requires a special skill set.

The “about us” page is especially important when your customers and prospects are farmers. That’s because farmers want to do business with people they know and trust. In light of this fact, it is crucial that you work hard to make sure your “about us” page speaks to farmers. Wondering how you can accomplish this? Here are a few tips to help you along:

  • Tip #1: Give it to them straight.

    Farmers aren’t easily taken in by corporate jargon. They want to know who you are and why you do what you do. If you are trying to be too slick, farmers will be turned off.

  • Tip #2: Provide an overview of your website.

    Farmers don’t want to waste time. Your “about us” page should tell them what they can expect to find on your website and how to quickly access the pages they are looking for.

  • Tip #3: Include an opt-in form.

    The page needs to include an opt-in form so that you can capture visitors and get them on your email list. Maybe they like what they see on your “about us” page and are interested in subscribing to your newsletter. Make sure you make it simple for them to do this or they probably won’t do it at all.

  • Tip #4: Use visuals.
    Use short paragraphs with a mix of headlines and bullet points. You also should include photos and videos. Long blocks of copy are the surest way to drive away visitors.
  • Tip #5: Showcase your strengths.
    Glowing reviews, mentions in trade publications and customer testimonials should be highlighted on your “about us” page. If you have been recognized, there is no reason you shouldn’t draw attention to that fact.
  • Tip #6: Don’t forget your contact info.

    In addition to your email address and phone number, include links to your social media sites. This may seem like an obvious point but you might be surprised to learn how many “about us” pages overlook this critical information.

Your “about us” page may not be the most visited page on your website but it is essential nonetheless. Make sure you use this page to let farmers get to know you and all you have to offer.