Your “About us” page is one of the top website pages prospective customers are likely to visit.
If you don’t capture their attention with compelling content, they won’t end up purchasing your products and certainly won’t be signing up for your newsletter.
So, how can you capture visitors’ attention and get them interested in your brand? Here are our top tips for how to write a killer “About us” page:
Be authentic
Many brands make the mistake of thinking they need a “professional” sounding page to show their audience they mean business.
But you know what most readers prefer? Writing that sounds human. Often times, safe copy is boring copy – and no one is going to keep reading (or end up on your product page) if they think your content is dull.
It’s best to steer clear of industry jargon and use an authentic voice to tell people about your business.
Take a look at Toggl’s “About us” page. They show a picture of their team in boots hiking a mountain. Can’t get more down-to-earth than that. Even better, their copy is simple, funny, and creative. This is exactly what people want to see behind a business – it has normal people, just like them. By doing this, you build a connection with the reader that helps them trust your brand, making them more likely to buy your products or services.
(Photo from Toggl)
Show the people behind your business
Your “About us” page is your opportunity to show prospective customers that you care about the people behind your business – and pull on their heartstrings a bit in the process.
Toyota does a great job of this by including a picture of one of their workers in the shop. This humanizes the brand and paints a picture of the work that goes into building their products. They discuss how they give back to the community, the environment, and the people. This is exactly what an “About Us” page should be about: the people and stories behind your company.
(Image from Toyota)
Keep it relevant for your audiences
Your “About Us” page can attract a diverse audience – perhaps much different from the customers who end up on your products page. Everyone from potential employees, stockholders to community members could be coming to this page to check out what you do. Make sure you keep your page relevant for the host of people who could be looking.
Remember, even though your “About us” page is technically about you, it’s always a good idea to connect it to what you can do for your customers. After all, most visitors end up on this page to learn about what your company does, and more importantly, how you can solve their problems.
Check out Redbubble’s page. After briefly discussing their history, they address their target audience saying “Calling all artistic types.” They explain how they can solve their audience’s problem, which in this case is providing a free platform for artists to sell their art. By showing what their business is about and how it can benefit their audience, they have potentially won new customers.
(Image from Redbubble)
Humanize your brand with storytelling
Most companies worry about not having a romantic story for their “About us” page. Hey, I get it – not everyone was desperate enough to make desks out of doors like Jeff Bezos. But even if you don’t come from humble beginnings, you did create a company and you can still create an emotional reaction from your readers describing that process.
Mailchimp keeps their storytelling short and sweet on its “About us” page. The small details like Ben growing up helping his mom in her hair salon and Dan’s parents owning a bakery give the reader a vivid image of what the childhoods of the two founders looked like. You can imagine little Ben tugging on his mom’s skirt as she worked or Dan’s parents always smelling like bread. These snippets of information make readers appreciate how far the founders have come and understand why helping small businesses is so important to them.
(Photo from Mailchimp)
Combining storytelling content with images of your team or the founders is the best way to play into the emotions of your readers and earn their trust. If your story captures their attention, they’re even likely to share it with their friends and family (hello, free publicity).
In the end, remember that telling your company story, showing the people behind your business, and focusing on your customers is what makes consumers feel personally connected to your brand and want to buy from your business.
Need help creating high-quality content for your company? Reach out to us today, and we’ll get started crafting content that hooks your audience and gets them excited about your business.