Have you updated your About Us page recently? You may be missing out on a golden opportunity to tell your story and engage your ideal audience.
I am fascinated with story. Every piece of communication has a story to tell with call to action. But not everyone tells stories equally. Some entice and energize their audience, while others fall flat. When it comes to storytelling online, there are numerous places to share your personal and brand story. One of the highest trafficked pages on your website is your About Us page. This is an opportunity to share with your audience the real you, hook them on your message, and convert them to becoming a subscriber.
I came across the Andrew Wise’s Wise Startup blog on the about me page in my search to spruce up the About Us page here on BrandedWorld.co. Andrew has created an amazingly simple infographic that lays out the components of a well-crafted about us page. The graphic covers 9 components and three additional necessities to make it extra personal. Let’s dissect and discuss each in a bit more detail.
Tone and Voice
Tone and voice play an incredible role in how your site reads and how your readers perceive and choose to interact with your brand. Think about welcoming or greeting your readers. Write in the first person, keep it conversational, and keep it casual. The idea here is to begin to build a relationship.
How do you want people to feel?
I’ve written a lot about this before – how you want your customers to feel is part of the designed experience that you are developing. The same goes for your website, and specifically, your about us page. If your brand is fun and light-hearted, that should come across on the page. If your goal is to get your reader excited, the tone should be of excitement and carry out throughout the copy on the page.
Choose an emotional outcome for your reader and keep that in mind as your write the copy.
Have an opening statement
Hook your audience’s interest by touching on a problem or emotion you know affects them. This could be a statement or statistic that resonates with your audience or could be a question framing the problem that your audience often has.
Show your ‘real’ personality
While the about us page could be for your company, you as the entrepreneur and founder also need to shine. Let your real personality come through, add little nuances and details that make you feel more human and relatable.
Make it about them (your reader)
As much as you’d like to talk about your company, brand, products, and services, the about us page is actually more effective when you make it about your reader. When you can get the reader to understand their desired outcome can be had through your products or services, you are now starting to connect with them on the next level. The level that purchases from you. Work to get your readers to that level.
Address a problem your audience has
You have researched your target market, understand where they hang out, and what problems they struggle with. The about us page is your place to address the big problem your audience has. You may have had this problem as well and that story is a way to relate and connect with your audience.
Share how you overcame that problem
As you are sharing the story of the problem you had, and that your audience currently has, you are building a connection. Then, you explain how you overcame the problem. Better yet, the products and services that you provide can help your reader solve the problem for them as well. Now, the reader can relate to you, identifies the problem as their own and understands that it can be solved. Best yet, they may even begin to trust that your brand can help them solve this problem.
Explain what’s in it for them
Once the problem is identified and a solution through story has been told, explain the benefits of your products or services. Simply share what they get when they sign up and how it will help them quickly solve their problem. No high-pressure sales talk, just stating how the product or service could benefit.
To make sure the page is relatable and personable, be sure to add a picture of you and/or your team. This humanizes the brand and shows that you are in fact a real person willing to help the reader. Include social media buttons for maximum shareability and an email opt-in form. While the reader may not immediately purchase from you, they may feel enough trust to subscribe to your email newsletter. And that gives you the opportunity to provide even more personalized content sent directly to them.
Crafting a Perfect About Us Page [Infographic]
Over to You
What other tips do you suggest go into an About Us page? Did I miss anything? Leave a comment and let me know in the comments below.