Your website is one of your most powerful marketing tools and your “About Us” page is one of the most important pages on your website. Why then do so many businesses neglect this page? Today you’ll learn how to write a better “About Us” page for your website.
Why Your ‘About Us’ Page is So Important
Whether you call it “About Us”, “Our Story”, “Our Mission”, or whatever, your “About Us” page is one of the most visited pages on your website. People actually want to know why they should do business with you. When they click on your “About Us” page they are actively looking for a good reason to buy your product or service. So don’t let them down!
Think of your “About Us” page as the heart and soul of your website. It’s a chance for you to reveal the purpose behind the brand and start making those important human-to-human connections.Think of your 'About Us' page as the heart and soul of your website. It's a chance for you to reveal the purpose behind the brand and start making those important human-to-human connections. Click To Tweet
It’s a great place to show how your brand is different and why you are the better choice.
With just a few simple tweaks you can turn your “About Us” page into a powerful sales page for your brand.
Tips for Writing a Better ‘About Us’ Page
Talk directly to your ideal client. Your reader is leaning in. Use words like “you” and “your”. Remember, it’s all about them, not you.
Use a conversational tone. Try to avoid insider lingo and business jargon. Speak in a conversational way, as if you were talking to someone at a cocktail party who has no idea what you do.
Pull back the curtain. People love to see behind-the-scenes stuff. What goes into making your product? What does it take to do what you do? Show them the passion and effort that you put into your business.
Use your brand manifesto. This is an awesome place to share your values and beliefs. I’ve seen businesses just use their manifesto as-is for their “About Us” page and it works beautifully.
Use your brand story. This is the perfect place to tell your story. Just use the context, problem, conflict, solution format and you’re good to go.
Be authentic. Don’t try to sound like everyone else, just be honest and be yourself.
Don’t forget your personality. Don’t be bland. Your “About Us’ page should show off your brand’s personality and voice.
Use images. Use photos to capture the essence of your message. Are you pulling back the curtain? Show them what’s its like behind the scenes. Are you sharing your brand story? What images help tell that story?
Tell them what to do next. This is an often-missed opportunity to guide customers along to the purchase. Be sure to have a compelling call to action at the end of your “About Us” page.
Examples of Awesome ‘About Us’ Pages
Jeni’s Ice Cream uses their “About Us” page to share their mission—“We believe that you can grow a business as a community of people, with artful attention to detail and the customer experience, and get continuously better at the same time.”
They talk about the difference in their ice cream—“Our ice creams have a uniquely smooth texture and buttercream body, with bright flavor and clean finish (we don’t use synthetic flavorings, dyes, or off-the-shelf mixes).”
And they share a little about the company—“Using Direct Trade and Fair Trade ingredients, employing a diverse team of people, working with women- and minority-owned businesses—it’s all part of how we operate and an important part of our company culture.”
99designs “About Us” page lists “5 things to know about 99designs”, a clever way of showing off all that’s great about using their service.
“5. Design is supposed to be fun
Between the fitness challenges, flip-cup tournaments and terrarium building, there’s always something cool happening at every 99designs location. We adore having visitors, too. Come by and say hi.”
Elm & Iron created a very simple “About Us” page, but it’s all about what you, the customer, get. You will discover “One-of-a-kind furniture. Pieces that inspire and intrigue. A modern appreciation for vintage accessories. A keen eye for design, a passion for home décor.”
Day 18 Action Item—Write a Better ‘About Us’ Page
Go somewhere quiet and pull out your 21 Days to Build a Better Brand Workbook. Using the “Tips” section above, choose a few ideas that you want to include on your “About Us” page.
Expand your ideas a bit so you have something to work with, then eliminate the unnecessary bits. You can always use your brand story or manifesto as-is for a super quick update.
Be sure to update your website today. Get some help or do it yourself, but make the changes today. You will feel awesome!
Coming up: Tomorrow you’ll learn about which marketing channels you should use to start promoting your brand.
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