BUILDING ABOUT US PAGES
Stating your business is on time, every time means nothing.
But saying you have a 99.7% on time shipping, suddenly adds actual figures & margins that can be compared.
Write from your customers perspective.
- What do you do?
- How will your business benefit me?
- Why should I trust you?
1. TELL YOUR STORY
Understanding why your business does what it does will humanize and give legitimacy to your business story. This creates subconsciously the feeling of comfort and trust. Understanding what you do, makes potential customers feel like they know what they are doing.
Professionalism has it place, but not necessarily within your About Us page. Formal and Industry lingo often leads to stiff, safe copy, making it the perfect way for your about us page to fit within the masses. The main idea of your about us page is to show your unique selling point (UPS), how different you are, not how similar you are.
Descriptive and emotional copy will work harder for your business than any generic copy will ever do. Don’t try to seem distant, instead be personal, first person and direct to your specific target audience regarding your writing style. It should be noted that if you use business lingo you need to be sure that your target audience will understand it, that is it part of their everyday aswell. Unclear business language will only confuse your visitors, not convert them.
Your About Us page can be about:
- Your Story
- Your Founders
- Your Mission
- Your Morals
- What problem you can solve for your customers
- Your Experience
- Your Credibility
You can even talk about what you are not.
Your About Us Page
is to function
as an old school
2. IT IS STILL ABOUT THE CUSTOMER
Your About Us page is about you, but it should be about you regarding, to how you will improve your customers life.
“I launched this store to provide customers around the world with high quality, handmade jewelry that they cherish for life.
“I launched this store to fulfill my personal dream of selling my jewelry designs and becoming a leader in the industry.”
Both actually say the same thing, but its about how you say things. The first focuses on the valued service that can be added, while the second seems a tad ego-centric. Be honest and confident about your service/product, by returning to how this will benefit your customers.
5 W’s of Marketing
Who | What | Why | When | Where
Write one concise paragraph:
- Who you are
- What your business can do for your customers
- Why you are the best choice for your customers, compared to your competitors
About Us pages love…
- Customer Testimonials
- Social Sharing Stats
- Customer Logos
- Product Reviews and Star Ratings from Users
- Industry Influencer Endorsements
- Customer Pictures / Videos (of real users using your product)
- Customer Success Stories / Case Studies
- Trust Badges
About Us pages are the
perfect space to showcase any
press releases, endorsements or
awards your business
may have worked for.
3. Add some visuals
It is important not to bore your customers with lengthy chapter long discussions of why you are the best. Instead try and find visual ways to break your content into bite size sections.
Many interactive website make us of a Timeline approach to tell their company’s story, history and founders. It is essential that you keep your About Us short and concise, considering the mass amount of skimming. By using the timeline you break your companies journey up into small bite size information as well as keeping them more engaged through visual stimulation.
Another approach could also be that of your team photos. Showcasing your team does add credibility to your business, people like to see real faces for their real money. It is here that high quality fun photos can play to your advantage.
Please never use stock photos for your team photos, this does quit the opposite to establishing trust.
4. Call to Actions
A well written About Us page can be extremely convincing, making it essential that you try and take advantage with a call to action at the end of the page. You can even use the same call to action as you have done in your homepage.
Simply ensure your customer knows what you want them to do, after you convinced them of how great you are.
Remember to use direct persuasive language, personalized to the top 20% of your customers.