For B2B marketers, the "About Us" page is a make-or-break section of a website that, if underutilized, could result in some major missed branding opportunities, MarketingProfs reports.

The news source suggests thinking about the "About Us" page as the only other portion of the site a visitor will see outside of the homepage. It's important to consider this area seriously, because it's typically the go-to destination for users who may not know much about what a business offers, or potential business partners who may view a lack of credibility as a gamble.

Creating a strong elevator pitch is the first step in a quality About Us page. It should be around 35 words and tells the visitor "what type of business you are, what you offer, who you are targeting, what makes you special and what value you provide." Other aspects to include are at least two differentiating key messages that break down the company's unique skills, products or customer base, as well as a brief description of the business with basic information and past highlights.

The media outlet explains that many small businesses only add the company description – a mistake because it doesn't tell the visitor how the it can provide value over larger, more established competitors.

SiteReference adds that showing real images of employees, as well as the facility and products can create a feeling of trust as opposed to just learning about a company via text. 

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