When was the last time you reviewed your website’s “about us” page? Rebrands and website refreshes or redesigns don’t count. Be honest. It’s been a while, hasn’t it?
That’s unfortunate, because your company’s “about us” page is a terrific opportunity to let customers, prospects, potential employees and investors know what you’re all about. Not just from an operational standpoint, but from a cultural one as well. The “about us” page is often one of the most-visited sections of your site, and it should get the same amount of scrutiny you apply to the home page.
The key to an engaging “about us” page is crafting content that lets visitors know what your company is truly all about without overdoing it and coming across as overly arch, too conservative or forced. You don’t want to sound like a fun-hating, tightly-wound accountant, but you also don’t want to be the guy in the really tight tank top that insists on wearing sunglasses indoors. That’s even worse.
Your company is made up of human beings, and your visitors should instantly recognize that. Your brand has a personality that’s distilled and embodied on the page dedicated to describing it. Here are six ways to craft a unique, authentic “about us” page that engages visitors and lets them know what you’re all about.
- Tell a story. Do you have a great tale to tell about your company? Did it begin in a dorm room or on a cross-country drive? What inspired the founders? Were there any key turning points in your company’s history that people would find interesting or remarkable?
If your business has a noble goal or product, like ending hunger or providing shoes to residents in third-world countries, then your “about us” page is the place to tell it. Was there a funny or amazing a-ha moment that spurred the creation of your company? Let’s hear it!
- Take off the suit and tie. This is not the time or place to slap boilerplate language on the page and call it good. Don’t use the paragraph you’re closing your press releases with. Address your audience as individuals. Speak directly and informally. You’re smart and fun to hang around with, right? Prove it.
This does not mean it’s a good idea to dress employees up as clowns/monkeys/superheroes in attempt to show the world how “fun” you are. Just like that time your mom tried to bust out a rap after two margaritas, it’s awkward and embarrassing for everyone involved. Strike a balance.
- Let employees chime in. Employee testimonials can be a great way to attract talent that aligns with your culture. They also send a signal to customers that they’ll be working with smart, talented, happy people who are a joy to do business with.
- The same goes for your customers. Potential customers will appreciate and identify with comments and testimonials from existing and past customers. Elicit testimonials that are genuine and specific. “We really appreciate the service at Company XYZ. We had a last-minute order we needed before sunrise, and Jane went above and beyond to deliver. We wouldn’t consider working with anyone else,” sounds a lot more real than “Company XYZ is disrupting the undead market with game-changing coffins and just-in-time delivery.”
- Share some stats. Impressive numbers, such as transactions processed per second, gallons of ice cream sold per minute or the number of users at a given time can be a quick way to show scale and market penetration. A running counter can be a simple, easy way to show visitors that business is booming.
- Tell the truth. Your tone should be personal, humble and conversational. You can sound confident without coming across as someone nobody wants to be around. One way to do this is by talking about your audience instead of yourself. How are you helping them? What business problems are you solving?