The impact of many About Us pages has pretty much been underestimated throughout the growth of the Internet. If you own a small business or run an e-Commerce site, chances are that you haven’t paid as much attention to your About Us page as to your product catalog or company blog. But make no mistake: About Us pages are one of the most visited pages in a site or domain. It’s also the page visitors go to when they want to find out more about the people, the faces, the team members, behind the website or the company.

That’s why you shouldn’t pass up on writing and creating a killer About Us page. Here are a number of tips:

Be brief: Sure, it’s important to be able to tell a story, but don’t make your About Us page sound like a long-winded literary novel or some such sort. Be brief. If possible, keep the whole text above the fold (the section of the page that’s visible without scrolling).

Establish trust and credibility: Use a tone of voice that establishes your credibility in the business – if not your leadership. Your website visitors will want a general idea of what your expertise is, what business you’re in, how long you’ve been at it, and what sets you apart from the rest of the pack.

Show who you are: Don’t hesitate to talk a little bit about yourself – especially if the description that you give is related directly to your expertise and to the business you’re running. It’s also perfectly fine to let your personality come through, as this lets visitors know that you’re passionate about some of the things that they’re passionate about, too.

Include a photo: In some cases, people won’t even read most of the text description in your About Us page. This doesn’t mean you cannot catch their attention with one important visual element: a photo. Add an image that supports and reinforces your business proposition. It also gives a face to your website, a face so critical in the success of small businesses. If, for example, you’re in the business of selling mountain bikes, then a photo of you on a BMX or a Schwinn, atop a hill or on some rough terrain, can do wonders in establishing you as an expert.

Include contact details: Encouraging your visitors and readers to contact you is a great way of engaging them to keep visiting your website and supporting your company. So, towards the end of your About Us page, make sure you put in your contact information. You can also link to a separate Contact Us page. Include a physical business address, too. Website visitors may never actually visit your office, but an address of where you’re headquartered – plus a professional photo of the location – lends a reassuring touch. At least they know you’re a “real” business.

Go green: It will not hurt your image to support green initiatives and causes. This is particularly true if you’re in e-Commerce, selling environment-friendly products. Consumers today, more mindful than ever of green, eco-friendly choices, will be more than happy to hear that you are one with them in supporting Mother Earth.

Keep it fresh: Think of your About Us page as a kind of resume. List the things that you know will put you in a better position to land the customers and build a professional relationship with them. Make sure you’re up to date with all the information, and never let your About Page look as though it was written last decade.