By Allemande Berryman, | 01/15/2018 10:00
Your “About Us” page is, arguably, one of the most important pages on your website and is probably one of your most visited pages. Why is the “About Us” page so important? Because it tells prospects who you are, and why they should trust you over the competition.
So, let’s dive in to our 10 secrets to creating your “About Us” page:
1. Tell your story
This is your opportunity to tell the world who you are and why you exist. How did you get started in this field, what experience do you bring to the table, and what are you and your experts like? Keep it light, informal, but packed with info.
2. Keep your audience in mind
As you’re writing constantly picture yourself talking to your ideal client. What do they want, what do they need, and what problems do they face that you can solve? This also helps keep your tone conversational and relaxed.
3. Transparency and personalization are key
Be you. The only way you can capture interest is by being unique. The best way to do so is by being personal and personable. You also want to be transparent and genuine because it is a noticeable quality that people are naturally drawn to.
4. Use active first-person tense
Once again this keeps your tone conversational, personal, and also provides a human touch. For example, which excerpt sounds better and more natural:
“We apply to your projects a kaleidoscope of creativity, talents and experience.”
“Strategis applies a kaleidoscope of creativity, talent and experience to companies’ projects.”
No doubt the first example comes across to you as more personal, conversational, and natural.
5. Answer the major questions
The main point in an “About Us” page is to answer clients’ questions about you. This is why the content on this page should be packed with vital information that clients will want to know. Here are 7 questions your “About Us” page should answer:
- Who are you?
- What do you do?
- Why should I engage you over your competitors?
- What are your values?
- Where are you located?
- How long have you been around?
- What makes you unique/special?
6. Balance your tone
It’s very important that your writing style and tone remain interesting. While trying to provide a complete story about your company, it is easy to get carried away and end up with a long, boring, history lesson of information. However, it can also go the other way, as well. There is danger is sounding too braggy, and having the appearance of similar to a used-car salesman rather than a trusted source.
7. Include Proof
It’s always a good idea to show proof of your promises. For example, if you say you can help increase sales a lot it doesn’t have as much meaning as it would by quantifying that statement; e.g., by adding that you will increase sales by 15%. Another way to show proof of promise is by showcasing awards, positive mentions in the press, and client testimonials.
8. Add Graphics, Headings, and Bulleted Lists
To improve readability and scan-ability, include headings and bulleted lists for key information. Another good idea is to provide real-life images (not just stock photos) to break up text and also to add a personal touch, which really puts a face to your brand.
9. Include video (optional)
Video is rapidly increasing in popularity. If possible, include a brief (approximately 2 minute) video showcasing what you do and who you are. This should include the key points covered on the “About Us” page but in a different format for those who would prefer to watch a video over reading a page.
10. Team Profiles (optional)
If you have a team, provide personal profiles on each member. This should include their photo, name, experience, education, and really give a well-rounded idea of who they are as individuals.
If writing your “About Us” page seems too daunting or you just simply don’t have time to create a compelling one, contact Strategis for help. We’re fully equipped with professional copywriters to make your “About Us” page convincing and confident.
Image source: Wikimedia
After earning her degree at Simon Fraser University for New Media Journalism and Editing, Allemande has become an accomplished writer and editor. She is also certified in strategic social media marketing. Allemande fluently identifies the channel and content mix that is precisely right for your business and audience, conducts in-depth analytics for continuous improvement in your audience engagement and generation of sales leads, establishes KPIs and related metrics, and prepares meaningful reports that you can quickly action. Connect with Allemande.