Your About Us page is not entirely all about you. You must speak the language of your visitors. Your writing must relate to them and address their specific needs, their objections and hot buttons. You don’t need to detail your courses and experience but rather focus on how you can help a potential student. It should tap into their emotions by solving a problem or answering a need and motivate them to act.

A visitor to your website wants to know a real human is behind this business. Be sincere and personal as you tell the story of who you are and how the school got where it is.  Be conversational in your writing and write as though you’re speaking face-to-face. Convey the passion you feel for education. Once your visitors get to know you, they’ll like you. And if they like you, they’ll trust you. And if they trust you, they’ll give you their business.

The Internet can be a big and scary place. For that reason, your About Us page must give legitimacy and credibility to your business in the eyes of the customers.