When building their websites, or having them built, many business owners never know what to include and leave out of their ‘About Us’ page. Sure you want your potential clients to read it and relate or be inspired to call or email you, right? But how to write that compelling article about yourself or your business can be certainly be difficult. Here’s some awesome examples of great ‘About Us’ pages:
This is a perfect example of a well designed, informative, action-inspiring personal web page. The information on the page is clean and easy to navigate, and the call to action on the page attracts visitors to click and download the CV download. The picture is fun and personable, and bullet points highlight the strengths of the writer.
Katie Farrell and Dashing Dish have a great About Us page that really brings a visitor in and personally engages them. The write up includes information on the company’s origins, and the photos used showcase Katie and, a few of her favorite dishes. When they say to get ‘personal on your About page, this is the way to go.
Adidas goes all out with their About page, showing a huge group of employees along with their leaders and directors. There’s not much info on the company’s roots, but the imagery really pulls a visitor in and gives you insight on their culture.
So how do you write a page that’s toots your own horn, but doesn’t sound like you’re boasting? You have to find some middle ground, so here’s a few tips on writing your About Us page:
Provide Facts, Not Hype
You know you need an About Us page on your website, but you’re not sure where to begin. You don’t want to say the same things that appear on your Home page, and a long, detailed, historical summary will bore the reader. You also don’t want to sound like you’re boasting. As in most things, the best answer is to find the middle ground.
Much like a resume you’d use to land a job, your About Us page is the place to toot your own horn. To avoid bragging or appearing pushy steer clear of hype and instead offer a straightforward presentation of the facts.
For example, explain why someone should do business with you. Describe your capabilities and why you’re uniquely qualified to offer the service or product you sell.
State how many years you’ve been in business and the experience you and your key people bring to the table. Mention some of the milestones in your company’s history.
Consider Your Audience
As you write your About Us page, imagine who is most likely to be reading it. Visualize your prospective customers. What are their wants and needs, their objections and hot buttons?
Are you talking to a teen boy or a new mom with a baby? Is your visitor an IT professional with high-level computer skills or a layperson with limited understanding of technology? Is he a senior citizen or a college kid? You can see how targeting each of these demographics would require a different approach.
Just as a magazine or television program is designed with the audience in mind, your About Us page must speak the language of your visitors. Your copy must relate to them and address their specific needs.
Get Personal on Your About Us Page
When creating your website’s About Us page, look at it as an opportunity to begin building a relationship with potential customers. Maximize its value by sharing useful, interesting information, not fluff.
The internet is crawling with websites selling similar goods and services. Your About Us page should be uniquely yours. It’s your story and your opportunity to establish a connection with visitors.
So go ahead, give them a peek behind the curtain. Once your visitors get to know you, they’ll like you, and you’ll be more successful in persuading them to give you their business.