Ah, the infamous 'About Us' page. Do people even read that anymore?
Well, actually they do, Especially, if they’ve never heard of your brand before.
According to a study from KoMarketing, over half of the people who visit a website, about 52%, learn about a company through the "About Us" section.
People today don’t just shop based on your products (although that is the main reason they’re on your website). They also want to know your values, what you stand up for and what’s your story.
For example, brands like Kosas and Murad are cruelty-free and I love shopping there because I stand by their values.
So, what I’m saying is, your About page is where you get to tell your story and make a connection with your visitors.
Now, forget about treating your About page like a resume. Nobody wants to read a laundry list of your achievements and qualifications. What they want is a good story. Your About page should read like a captivating tale, not a dry history lesson.
And here's a tip: your About page isn't just about you. It's about your reader too. Show them that you understand their problems and frustrations, and how your product or service can solve them. Make it clear that you're not just in it for yourself – you're here to help them.
Are you getting the idea now? I hope so!
Without further ado, let’s dive into some tips and tricks you can incorporate into your ‘About Us’ to make it less… well, boring and more connected to your target audience!
Facts, Not Brags!
When you're writing your About Us page, you don't want to sound like you're bragging or trying too hard to sell yourself. Instead, you want to stick to the facts and give people a clear idea of who you are and what you can do for them.
Highlight your skills and experience without going overboard. So, instead of using flashy language or exaggerated claims, just focus on the facts.
For example, explain why someone should choose to work with you or buy your product. What makes you different? And if you can, give them some numbers to back it up. For instance, instead of just saying your product is great, tell them how much it can improve their productivity.
You also want to make it clear what problem you can solve for them and how you can make their life easier. And don't forget to mention how long you've been in business and any important milestones along the way.
By sharing this information, you'll show your visitors that you understand their needs and that you're the right person to help them out.
Gain Trust
Your About Us page is like your online first impression, and chances are, it's one of the first places people visit on your website. So, you gotta make it count.
Here are some tips to help you out:
Today, businesses happen online or over the phone, without any in-person meetings. That's why your About Us page needs to do more than just talk about how great your products or services are – it needs to build trust. Because let's face it, if people don't trust you, they're not gonna buy from you.
One easy way to start building trust? Let people know where you're based. To them, you're just a website address, which is pretty impersonal.
Even if you have your mailing address on your Contact page, it's still a good idea to mention at least your city and state on your About Us page. That way, visitors have an idea of how close or far away you are from them.
It sounds simple, but it goes a long way in making people feel like they can trust you.
Know Your Target Audience
When you're writing your About Us page, think about who's going to be reading it. Picture your potential customers in your mind. What do they care about? What are their problems or interests?
Are you talking to a parent looking for affordable family activities? Are you reaching out to a pet owner searching for tasty treats for their furry friend? Or perhaps it's a fashion lover scouting for budget-friendly outfit ideas, or an outdoor enthusiast planning a weekend hike?
You can see how you'd need to talk to each of these groups differently. Just like a magazine or TV show changes its content depending on who's watching or reading, your About Us page should speak the language of your visitors. It should connect with them and address what matters to them.
Once you've customized your About Us page to fit your audience, you can sprinkle some of those key points in other parts of your site, like on landing pages.
Write Specifics
Think about all those conversations you've had with customers. Answer their common questions without making big, flashy claims that may seem too good to be true.
For example, let's say you're selling a new vacuum cleaner that claims to be more powerful and longer-lasting than other models. Instead of just making bold statements, provide specifics. Tell your customers exactly how much dirt it can pick up in one pass and how many years it's designed to last. These details make your claims more trustworthy and memorable.
Now, if your business is still new and you don't have all those facts and numbers yet, don't worry. Talk about your goals and what you're doing to reach them. Start collecting data and maybe update your About Us page later with all those numbers once you've got them.
Work On Your Tone
When you're writing your About Us page, keep it real. Let your passion for what you do shine through. People want to know there's a real person behind the business, so be yourself.
Use words like "I" or "we" instead of talking in some robotic third-person voice. I don’t know about you, but to me, corporate jargon is boring and overly complicated, so keep it casual and friendly. Write like you're having a chat with someone face-to-face – it'll make you more likable.
And hey, it's okay to inject a little humor or warmth into your writing. Being too stiff and formal will just put people to sleep. Just be yourself, and let your genuine enthusiasm for your business come through.
Be authentic, even if that means showing a little vulnerability. People appreciate honesty, and it'll help you build a stronger connection with your audience.
When you're writing, imagine you're talking to one person, not a whole crowd. Make it feel like you're speaking directly to them like you're having a one-on-one conversation. After all, your visitor wants to feel like they're the only one you're talking to. So, keep it personal and relatable.
Here’s an example of a good ‘About Us’ page:
“Welcome to [Brand Name]!
Hey there! We're [Brand Name], and we're all about taking care of sensitive skin. We know how frustrating it can be to find skincare products that work without causing irritation, so we decided to do something about it.
Our journey started with a simple idea: to create skincare solutions that are gentle yet effective for people with sensitive skin. We've poured our hearts and souls into developing products that soothe and nourish, without any harsh ingredients or unnecessary additives.
But [Brand Name] is more than just a skincare company – it's a passion project. We're a team of skincare experts who believe that everyone deserves to feel comfortable and confident in their skin. That's why we're dedicated to formulating products that not only work but also make you feel good.
We understand that skincare is personal, which is why we're committed to transparency and authenticity. We're not here to make bold claims or push unnecessary products. Instead, we're here to listen to your needs and provide you with solutions that actually work for you.
We're proud to say that [insert number] people have experienced the magic of [Brand Name] and have seen firsthand the difference our products can make. And the best part? They keep coming back for more.
So if you're looking for a simple skincare routine that won't irritate your skin, you've come to the right place. Welcome to the [Brand Name] family – we're so glad you're here!
Ready to achieve healthy, glowing skin? Check out our range of skincare products designed specifically for sensitive skin.”
Final Words
So, there you have it! Crafting an engaging 'About Us' page doesn't have to be rocket science.
Remember, your About Us page is your chance to make a connection with your visitors and build trust. So, be genuine, be relatable, and above all, be yourself. And hey, if you ever need a hand, we're here to help!
Now go ahead, and give your About Us page a makeover. Happy writing!
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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