A well written, authentic “About Us” page can work wonders for your business. Far too many companies discount how important this page is and as a result, publish generic blocks of text that fail to give potential customers that peek behind the curtains they’re hungry for. An about us page helps potential customers to connect with your business and distinguish you from your competitors. In this article, we’re going to demystify the integral “About Us” page and give you a comprehensive, step by step guide for creating an effective contact point with your consumers.
If you need help writing other pages on your website, check out these posts:
• How to Write Your Products and Services Page
• Homepage Content Tips for Your Business Website
• Writing Tips for a Successful Homepage
Guidelines for Your About Us Page
Be Personal
When people interact with your business, they want to feel a human connection. Rather than trying to take on the persona of some large, impersonal corporation, use the about us page to open up and give consumers a behind-the-scenes look.
Use Your Brand Voice
Just as it’s important to make sure your brand is represented uniformly across all platforms, the same applies to your brand voice. Instead of writing what you think your consumers want to hear, skip the generic stuff and write in a way that matches your brand’s values and goals.
Focus on Your Audience
No matter what your industry, the customer is king. Share and highlight the key benefits so visitors can better visualize what they’ll gain. Write to answer the “what’s in it for me?” question that all potential customers have when they’re deciding whether or not to stick around.
What Your About Us Page Should Convey
Full Snapshot of Your Business
After reading your about us page, visitors should have a full understanding of what your brand is all about. In order to achieve this, your about us page should answer the who, what, where, when, and why. Once it’s written, read through and ask yourself if it paints a clear picture of your brand and product or service. A poorly written page will not only leave visitors confused about your business, but it can also diminish the chances of gaining a loyal customer.
Who’s Working Behind the Scenes
As a business, your goal is simple. Make it as easy as possible for consumers to decide on buying your product or service. One of the best ways to help visitors warm up to your brand is by giving them the inside scoop and sharing details about who’s behind it. Your about us page is the perfect spot for readers to learn more about your company and foster the beginnings of a hopeful relationship.
What Your Company Stands For
Because emotions play such a large role in the decision-making process, your about us page is the best place to share your brand’s values. This is a powerful way to play on the emotions of potential consumers, making it easier for them to relate to your company.
What to Include in Your About Us Page
The easiest way to hit all of the above tips is by answering the who, why, what, how, where, and when. While they don’t have to be in that exact order, take a look at the examples below to get a better idea of the kinds of questions that should be answered.
- Who
Who are you and what defines you? Are you a one-person team or a team of many? Who do you serve and who are your customers? - Why
Why does your brand exist? What problem are you solving? What desire are you fulfilling for customers? - What
What product or service do you have that solves the problem? - How
How does your product or service solve the problem? How is it unique? How will it benefit your customers? - Where
Where is your brand located? Where is your target audience located? - When
When did your business begin? When did you start offering your product or service?
You can use the above order as a guideline and starting point, but it’s also important for you to organize and prioritize information in a way that defines your brand and helps visitors discover it’s values, personality, and purpose.
Other Things to Include in Your About Us Page
Once you’ve covered all of the important tips from above, it’s time to pepper in the content that helps consumers build a better mental profile of your brand. Think of it as adding to the framework you’ve already created to further personalize your company’s image.
Your Mission
Similar to your company’s values, your mission is a direct statement that identifies what you intend to accomplish as a brand with your product or service. This helps to give visitors a clear idea of the direction you’re taking and offers another opportunity to relate.
A Story
Now, we’re not saying to embark on a drawn-out, three paragraph rant, but instead, use a story if it’s relevant to help paint a better picture for visitors. As long as the context makes sense, telling a story is a great way to convey your message and add a more personal touch.
Interesting Facts and Common Questions
Mentioning a relevant interesting fact that pertains directly to your product or service can be used to capture reader interest and draw them through the rest of your about us page. By that same token, you can also answer any common questions that come up to show potential consumers that you care about their concerns and have the answers they seek.
Timelines and Visual Graphics
Let’s face it, people are much more inclined to read something if there’s high definition, pictures and graphics placed strategically around the page. Utilize images and timelines to help connect what you’re talking about. This is a great way to help visitors perceive your brand in the way you want them to.
Helpful Phrases for “About Us” Pages
If by this point you’re feeling a little overwhelmed, don’t worry, we’ve got you covered. Here are some popular phrases to help jumpstart the writing process and provide some inspiration.
“We’re a team of _____”
“We’re on a mission to _____”
“We’re committed to _____”
“Our top priority is _____”
“We think that _____ should be easy(ier)”
“Providing our customers with _____ is a top priority for us”
“We give _____ the opportunity to _____”
“We equip _____ with _____ so they can _____”
“So, what makes us different?”
“Whether you’re _____, _____, or even _____, we have a solution for you”
“You might be wondering, how did we come up with [your business name]”
Website content is tough, but with these guidelines you should be able to come up with something to start. You can iterate on it as you get more familiar with your messaging and your target audience.
