5 Steps to a Great “About Us” Page on Your Nonprofit Site

by Christine Ward

Imagine Jane, a potential investor, browsing through a nonprofit website. She clicks on the “About Us” page, hoping to learn more about the organization. Within seconds, her opinion of the organization shifts, impressed by the compelling narrative, the clear mission that relates back to her own values, and the impactful visuals. This engaging “About Us” page not only tells her about the organization but also inspires her to invest in its cause.

An effective “About Us” page is crucial for any nonprofit. It serves multiple purposes, including educating visitors about who the organization is and what they do, establishing credibility and building trust, conveying the organization’s impact, and encouraging support.

Following five simple steps will help you create a great “About Us” page for your nonprofit site to serve all of those essential purposes and inspire more interactions like Jane’s.

1. Design Your Page with UX in Mind

User experience (UX) refers to how a user interacts with and experiences a website. A well-designed UX is essential for keeping visitors engaged and making information easily accessible.

Here are some tips:

• Ensure the page is concise and scannable. Break down text into short paragraphs, use bullet points, and include headings to make the content easy for online readers to skim.
• Incorporate compelling visuals. Use high-quality images, infographics, and videos to support your text and keep visitors engaged with the content.
• Prioritize key information. Place the most important details at the top of the page, such as your mission statement and key achievements.
• Include social proof. Add testimonials, endorsements, and logos of partner organizations to build credibility.
• Optimize for mobile devices. Ensure your page is mobile-friendly so users can access it easily on any device.
• Ensure the page is accessible to people of all abilities. Use alt text for images, ensure good contrast for readability, and make the navigation easy for users with disabilities to use.

By focusing on UX, you make your “About Us” page more engaging and accessible, encouraging visitors to learn more about your organization and get involved in your mission. But UX isn’t a box to check off of a list! Once the page is live, use your website data to gather insights and make improvements based on how visitors interact with the page.

2. Share Your Mission and Story

Your mission, vision, values, and history are the heart of your nonprofit. Sharing these elements helps visitors understand your purpose and the issues you address through your work.

Check out these best practices for doing so:

Explain the problem your founders saw in the world and how your mission addresses that problem. Provide context for your mission by detailing the challenges your organization aims to overcome.

• Share engaging narratives. Use storytelling to highlight the importance of your mission and the difference you make in the world.
• Briefly touch on ways your audience can get involved. Mention opportunities for volunteering, investing, or participating in events.
• Use clear language. Explain your mission and story as you would to a new friend who is unfamiliar with your work, skipping any of the industry jargon your organization may use internally.

Effectively communicating your mission and story helps potential supporters connect with your cause on a personal level, increasing their likelihood of getting involved.

3. Highlight Your Organization’s Impact

Your “About Us” page is an excellent platform to showcase the tangible impact your nonprofit has made.

Here are a few ways to celebrate your achievements:

• Feature high-quality photos of your team in action or beneficiaries receiving services. Visual evidence of your work can be powerful.
• Share stats and metrics that quantify your impact. Numbers like “11,000 families served” or “450 new homes built” provide concrete evidence of your achievements.
• Include a link to your most recent annual report. Offer detailed information for those interested in deeper insights.
• Include testimonials from volunteers, staff members, or beneficiaries. Personal stories illustrate the real-world effects of your work.

Showcasing your impact not only informs but also inspires visitors, making them more likely to support your cause.

4. Introduce Your Team and Leadership

Introducing your staff members and nonprofit leaders humanizes your organization and builds trust.

Here are some benefits of inviting website visitors to get to know your team:

• Establishes trust: Knowing the people behind the organization fosters credibility.
• Humanizes your organization: Faces and stories of team members make your nonprofit relatable.
• Demonstrates expertise: Showcasing the skills and experiences of your team members highlights your organization’s capability.
• Provides context for the importance of your mission: Understanding who drives the mission adds depth to your narrative.

Include names, photos, and short bios of each team member. Additionally, provide contact information to facilitate communication with your organization.

5. Include a Call to Action

Encouraging your audience to act on what they’ve learned is crucial for turning interest into support.

Take these two essential tips when designing your call to action:

1. Explain the value of taking action. Clearly state why support is needed and how it makes a difference.
2. Include a call-to-action accompanied by a button or link. Direct visitors to your donation page, events page, or volunteer registration page to facilitate immediate engagement.

A well-placed call to action can convert passive readers into active supporters, driving your mission forward.

By focusing on user experience, sharing your mission and story, highlighting your impact, introducing your team, and including a call to action, you can craft an “About Us” page that educates, engages, and inspires your audience, kicking off a long and fruitful relationship with your organization.

If you need help crafting the perfect “About Us” page for your nonprofit, never fear! A seasoned nonprofit web design company will have the experience and know-how to help you achieve your goals.