The “About Us” page on your company’s site is likely one of its highest trafficked areas. Customers want to know your mission statement and who you are. As such, an “About Us” page can leave a powerful first impression of your brand.
Of course, a subpar “About Us” page does little to spark intrigue and interest in first-time visitors to your site. In the end, it’s all about how you structure your content to showcase your company’s best assets. Here’s how to do it.
1. Share Company Values
For quite some time now, millennials have been patronizing businesses that combine their services with philanthropy. They don’t want to buy from a company without values, and they’re not alone, either. This information is vital to potential customers of all ages, though millennials lead the charge.
As such, you should make your business’ mission and values a centerpiece of your “About Us” page. Groupon provides a great example of how to do it. Their “About Us” section lands on a page that delineates their values, first and foremost.
The coupon-selling company puts the community at the forefront of their aims. They want to boost local and small businesses with their for-purchase discounts. That kind of mission would undoubtedly resonate with buyers, so it’s perfect to include.
2. Add Team Member Profiles
Sharing a bit about the team who works for you gives your company a human face. To that end, a well-written section on each of your employees — or, at least, the board — can make your whole operation seem down-to-earth and approachable.
Perhaps you own a business wherein customers will choose and work with one staffer individually. You can benefit even more from team member profiles. Hair salons, such as Method Hair, do a great job of presenting their employees and their unique training and skills. These bios help customers decide with whom they want to book an appointment.
3. Keep It Succinct
The average attention span seems to decrease every year. As such, you shouldn’t overwhelm visitors to your “About Us” page with a big block of text. They won’t have the motivation to read any of it if they feel immediately daunted.
Keep a critical eye as you edit your website and minimize the text as much as possible. Divide the page into different sections if you must, but don’t put too much on a single landing site, or no one will read it.
BYXS Commercial does a great job of presenting who they are. Three short paragraphs are all they need to share who they are with potential customers. A webpage visitor wouldn’t feel overwhelmed by a trio of text blocks, either.
4. Retell Your History
Plenty of companies have reached success in a roundabout, earnest or otherwise noteworthy way. Sharing the details of a business’ beginnings, as well as its road to success, will certainly make an impression on visitors. You can make the story even more engaging by arranging it as an interactive display.
Perhaps web guests can click through a timeline as they read up on the company’s achievements. Or animation and sound can tell the story to them, with no reading required.
Coffee importer Balzac Brothers goes a clean, traditional route with their retelling of their company history. Their site includes a scrollable timeline that tells the business’ story chronologically. It looks good and is easy to read, too.
5. Include an Infographic
On that note, an infographic can work wonders on your website, although you don’t just have to use it to present a timeline. An infographic can be the perfect way to explain a complex business model in a clear, concise way. Or, you can use such visuals to show how your product or service works.
Bellroy has been extremely successful at the latter. The accessories manufacturer has an infographic to show how big their wallets get with a specific number of cards inside. Compared to a traditional option, customers can see how much slimmer their wallet will be if they choose a Bellroy one instead.
6. Explain Your Process
Finally, you can use your “About Us” page to explain how your business works. You should make a point to do this if your company has an unusual offering or product line.
Why did you come up with this idea? How do you fulfill customers’ requests? That information will intrigue your potential buyers, and it could inspire them to make a purchase, too.
Rent the Runway’s website has to explain how their clothes-rental system works, as it’s not every day that people buy something online, wear it once, then ship it back. They have a thorough, yet concise, “Process” page under the “About Us” umbrella that helps customers understand what they’re buying.
Make It Yours
Most importantly, your “About Us” page should reflect you and the business you’ve created. Not all of the above ideas will fit that bill, so choose the ones you need to tell your story and describe your business. Then, share your final product with the world.
You can be proud of the site you created because it’s a reflection of you and your company — and customers will be sure to respond to your authenticity.