Essentials for a compelling About Us page, plus webinars on building trust and crafting readable content

Dear website champions,

The About Us section often just doesn’t get enough love. When visitors are deciding whether to donate, volunteer, or support your organization, they often make a crucial detour to that one specific section. There, they look for evidence that real, qualified humans are behind your mission, that you're legitimate, and that their contribution will make a meaningful difference. In essence, it's your nonprofit's digital handshake and trust certificate all in one.

Here’s how to approach your About Us page:

• Demonstrate your credibility: Your About Us page is where legitimacy is established. While your homepage grabs attention, the About Us page should provide depth. Use this space to briefly explain your mission and history. If you have founders with impressive credentials or well-known supporters, showcase them. A paragraph highlighting your organization's story, achievements, and expertise helps reassure visitors that your work is both real and reputable.

• Include “social proof”. People are particularly swayed by the knowledge that other people trust something—much like how we rely on restaurant ratings before making a reservation. Include ways for people to see that you’re respected in your field — for instance, add quotes from clients, charity rating badges, or recognition from credible industry organizations. Feature logos of foundations and partners that support your work, which both enhances your credibility and acknowledges their contribution. Just be sure that those partners are comfortable being listed or publicly thanked.

• Present a human face: Visitors connect with people, not organizations. Including professional photos and brief bios of leadership staff, board members, or key volunteers creates immediate trust. For smaller nonprofits, consider featuring dedicated volunteers or community members impacted by your work. The goal is to convey that your nonprofit isn’t just a faceless entity—it’s a group of dedicated, qualified individuals who care about the cause.

• Include the details: Make essential information like your tax EIN number easily accessible. While most visitors won't scrutinize your finances, those who do should find what they need without frustration. Consider providing the financials you submitted to the IRS (they’re publicly available anyway!) or if you have an annual report, that’s even better. Transparency builds tremendous credibility.

• Make contact simple: Help visitors easily reach you by including clear contact information. Whether it's a dedicated contact page or a simple section within your "About" page, provide multiple ways to connect. Always include a physical mailing address to establish your organization's tangible presence in the world.

Don’t feel pressure to have all these elements on a single page. Larger organizations might well have an entire "About" section with dedicated pages for team bios, financials, and history.

The About Us page is a critical trust-builder. A well-crafted page tells visitors that your nonprofit is credible, real, and approachable. It offers them a sense of security and connection, making them more likely to take action and support your mission.

Want to learn more about credibility? Join my webinar this Wednesday!

Trustingly yours,

Laura