Don’t cop out: the importance of an about us page
Having a great “About Us” page can do wonders for a marketing agency. The typical angle people take when approaching the About page involves the same self-promotion and bragging that every other business is already doing on their website.
To stand out, you need to go above-and-beyond the stereotypical introduction. Don’t be afraid to get your hands dirty and say something out of the ordinary. It’s time to be honest with readers and share what makes your business tick. By the end of this article, you’ll be fully prepared to write a great About Us page.
Anatomy of the content: our quintessential tips
Establish Connection ✓
Offer Value ✓
Have Personality ✓
First and foremost, to have an effective About Us page, you need to establish a connection with the reader. Build empathy and let them know why you’re in the business you’re in. As Simon Sinek says, “People don’t buy what you do, they buy why you do it.” You could be selling the best product or service in the world, but if no one thinks you love and truly believe in what you do, no conventional sales pitch or advertisement is going to convince them otherwise.
After you’ve established trust with your reader, you need to answer the question they’re endlessly pondering, “What do I get out of it?” Because at the end of the day, if the customer isn’t happy, you’re not happy. On your About Us page, tell them exactly what to expect from reading your website and from your business. More often than not, About Us pages try to portray or “talk-up” the business as something they’re not, giving the readers the notion of wanting something the business can’t offer. Immediately putting everything on the table for the reader will build trust between them and your business, ultimately increasing the value of your relationship.
Lastly, have personality! If there’s any page on an entire website where it’s acceptable to be less formal, it’s the About Us page. Of course, business is business, but show your readers that making a sale isn’t the only thing on your mind. Toying with the page layout, sharing some company culture and making comical references all breathe life into your persona. Have some fun.
Examples from those who do it right
Shinola – Detroit, MI
Shinola’s About Us page does a great job at capturing the reader’s attention empathetically. After only reading the first paragraph, the reader is stricken with a sense of patriotism and nostalgia of a post-war America’s booming manufacturing industry. The page also has a picture and mini-bio for each of their workers, letting the reader know exactly who the company is and where their products will be coming from.
Sal Lauretta – Midland Park, NJ
Sal Lauretta’s About Us page takes a different route and is split into “Our Team” and “Our Story”. The team page offers fun facts about the shop’s staff, thus creating a personable connection with potential customers when they go to the store. The story page shares the tradition of tailoring and menswear in the Lauretta family from its inception in the 1970s.
Moz – Seattle, WA
Moz takes yet another approach to the About page. Instead of focusing on paragraphs to relay their story, a timeline of all the important events in Moz’s history shoots down the page. This can be a fun way to share your past without using pages of text. Moz keeps each event short-and-sweet to keep the reading light and also includes pictures to brighten up and page.
Now it’s time to get creative
The “About Me” page isn’t really about you, it’s about what you can do for the reader. Tell them why you’re here and why you’re doing it. Now get out there and show us an About page worth bragging about. Be honest, be interesting and most importantly, have fun!
Did you recently revamp your About Us page? Do you have any tips you think people should know? Share it with us in the comments!