“What do you do?”
If you’ve dared to place yourself in a room of professionals, with the purpose of getting to know some of them, you will have been asked this question at least once. Networking isn’t natural for most of us (if anyone knows how to eat a flaky pastry canape with one hand and balance a glass of wine in the other, I’d love to hear from you), but after attending a few events you get used to summing yourself up in a sentence or two.
An About Us page, on the other hand, requires more than a few sentences. As one of the most frequently visited pages on company websites, you want to make sure it presents your best, authentic self to potential clients and customers.
So, how do you write an amazing About Us page? Here are a few tips to bear in mind when deciding what to include:
Make It About Them
Rather than answering, “What do you do?” and making it self-centred, the most successful About Us pages explain what a company does for the customer. What is your target client or customer looking for? How do your services make their life easier? What will they love about your product? Putting the focus on them, rather than you, is a great way to start your About Us page.
Artigiano (a local coffee and wine bar my husband is fond of) does a great job of focussing their About Us page on the customer, while still keeping their distinct tone of voice.
Embrace the Art of Storytelling
Your About Us page is the perfect time to tell your story; to allow your audience to get to know the person or people behind the brand. Take on a journey back to where you started, even if that was your Mum’s spare room.
As an admirer of Olivia Burton watches, I loved reading their About Us story, which delves into the meaning of the brand’s name and recounts how founders Lesa Bennet and Jemma Fennings first met.
Make It Stand Out
If you’re thinking about your audience and embracing storytelling, you are on your way towards an amazing About Us page. But even though the words are the most important component, you can’t simply copy and paste them from a Word document, click save and hope for the best. It’s the finishing touches that really make your About Us page stand out:
- Images. Don’t use stock photos – invest in professional photography that includes friendly faces.
- Video. Not essential, but if you have a video explaining what you do, the About Us page is an ideal home for it.
- Layout. Paragraphs? Bullet points? Q&A format? Any of these are fine, but the way you present them will affect the overall quality of the page. Use bold headings and think about spacing your content so that it’s easy to read.
- Interactivity. If you really want to push your About Us page to next level amazing-ness, consider adding a level of interactivity for your audience. Innocent’s page, with its quirky timeline feature, is a fantastic example of interactivity in action.
Hopefully, I have given you a good starting point and a few ideas for writing your About Us page. If you have any questions, feel free to get in touch!