If you want your internet mortgage marketing to convert into leads and sales, you need to tell your visitors who you are and what you do as swiftly and concisely as possible on your site. One of the best ways to get this information out there is through an “About Us” page.

The “About Us” page is one of the most important pages you’ll create on your mortgage website. It’s important because it’s one of the few pages your visitors will read before deciding whether to dig deeper or not. Use your “About Us” page to communicate your company’s unique abilities, values, and selling points. Let your visitors know who you are, why you do what you do, and, most importantly, why this matters to them.

1. Write about your credentials. Are you qualified? Are you licensed? Have you won awards? Describe your credentials. Show that you are a professional who is well equipped to meet the needs of your clients. Don’t get carried away, though. No one wants to work with a narcissist.

2. Tell your story. How did you get into the business? Have you closed any particularly unique transactions? Do you have a story about that one time when you went above and beyond to meet a client’s needs? Share these stories on your “About Us” page.

3. Don’t be afraid to show your personality. Write your “About Us” page like it’s really about you. It really is, after all. If you’re funny, make it funny. If you’re friendly, make it friendly. Show who you are.

4. Reveal your passion. You love what you do. Or, at the very least, you’re interested in it and you know something about it. Share what you know! Show that you’re excited by the work you do. Your visitors will pick up on that excitement.

5. Write about yourself. This is probably the most important aspect of a good “About Us” page, especially if you’re a mortgage broker or a loan officer. Who are you? Where do you operate? What experience do you have? What was your background before you got into the business? What are your personal likes and dislikes? This may seem unprofessional, but if you present information about yourself in an intelligent, comprehensive manner, your visitors will start to feel as if they know you and can trust you. A good “About Us” page accomplishes this.

If you’re using a templated website, don’t leave your “About Us” page blank. Fill it out with the right information, and you’ll find that your site converts more visitors into leads and sales than otherwise.