Time for a quick quiz. Website About pages should be about:
- The owner
- The company
For a small company, one in which the owner is still guiding the ship, the answer should be primarily #1, the owner. The About page SHOULD NOT be another list of sales pitches, cliches, “we are the best because”, another explanation of what your company offers, or otherwise reiterate what’s already on your website. Those things are for your home page and other pages.
Tell a Story
Everyone loves a story. Tell your audience a story about:
- How your product or service was created
- What gave birth to the “big idea” for your brand
- The people behind your company – including photos
- Why customers choose you, including some testimonials.
Avoid industry jargon, business babble, stiff, safe copy, or sounding too formal. Make it real, make it personal, and be friendly. People want and appreciate simplicity and straight talk, not more sales pitches.
Why Tell a Story?
- A story humanizes your brand.
- It provides context and meaning for your product.
- Stories make it easier to connect with your brand.
- Stories are more likely to get passed on.
- Your story will make you stand out from the pack.
- It gives you an opportunity to show some personality.
- Not only can you leave a lasting impression of your product but also of yourself.
- It’s easier to trust a real human being than a faceless company.
- A story relates what really motivates you, what your passion is, why you do what you do, not just what you do.
Studies have shown that the About Us page is the second most visited page after the home page, and quite often the last page people visit. Why not make it a good one? If you have neglected your About page you are missing a great opportunity to present yourself in a different and refreshing way that may be just what your potential clients need to set you apart from the rest and make you their first choice of contact.