An About Us web page is sort of a first-round interview, along with your clients asking questions to find out whether or not you’re a great match.
“Who’re you?”
“What are you able to do for me?”
“Why ought to I care about your model?”
It’s your probability to make a rockstar first impression and preserve clients returning for extra.
What’s an About Us web page?
An About Us web page permits companies or people to share their model story, historical past, imaginative and prescient, values, and achievements. It helps manufacturers construct belief, foster connections, and improve credibility with potential clients. The About Us web page is usually the primary impression your guests get of your organization, so it’s price your effort and a focus.
Creating an efficient and interesting About Us web page can really feel intimidating. That’s why many companies and people flip to content material creation software program for help in producing written work, graphic design, or movies. Content material creation platforms present the mandatory instruments to develop and publish content material simply.
Why is an About Us web page essential?
When guests or potential clients need to be taught extra about you or what you are promoting, they search for your About Us web page. These preliminary assessments, together with the facets defined right here, show its worth.
Driving human connections
While you use storytelling to share your historical past and in your About Us web page, you give readers alternatives to see and join along with your model personally. Transparency, genuine anecdotes, and openness round challenges foster relatability. Guests might even see components of themselves within the model story, which deepens connections by way of empathy. When your model resonates with shoppers, they will’t assist however assist you.
Constructing belief and credibility along with your viewers
The will shoppers must belief manufacturers isn’t a brand new demand, but it surely has risen considerably. The 2023 Edelman Belief Barometer report revealed that 71% of individuals say it’s turn into extra essential to belief manufacturers than it was up to now.
While you arrange your About Us web page, be trustworthy and open. Guests need to know extra about your organization, model, and, most significantly, the folks behind it.
Introducing your model identification
Keep in mind, the About Us web page features as the primary impression you make, which makes it an amazing place to introduce your model identification and lay the inspiration for model recognition. This encompasses your emblem, model colours, typography, tone, voice, and general messaging. Utilizing memorable imagery to set your self other than the competitors will yield constructive outcomes.
Find out how to craft an About Us web page that stands out
Companies have used all types of approaches for writing a killer About Us web page, however some methods and strategies can rework it from bland to spicy very quickly. Learn our 5 suggestions for crafting an About Us web page to determine what you’re drawn to probably the most.
1. Convey readers alongside the journey by way of your model story
Each model has a narrative to inform. Whether or not you share the occasions that sparked the concept for what you are promoting, the challenges you overcame, the explanations you rise up and do what you do every single day, personal your expertise and share it with pleasure.
While you begin writing your model story, contemplate these questions:
- What’s the historical past of the model?
- How did I get to the place I’m immediately?
- Who began the enterprise? Who’re my teammates?
- What’s my mission?
- What do I worth?
- Whom do I assist?
- What differentiates me from my competitors?
You don’t must share all these questions in your story, however answering them for your self will allow you to create a web page that offers readers perception into who you’re and what you are able to do for them.
Tip: Place your model story in a means that feels conversational and related. It’s your story, however strictly speaking about you – as a substitute of how one can assist potential clients – reads as selfish.
2. Embody your mission assertion
Put your web site’s mission assertion entrance and heart to assist guests perceive what you do and what you worth. Your potential clients want to grasp the way you serve them and the way your values would possibly align with theirs.
3. Humanize your model with photographs of you and your group
Showcasing your group humanizes your model and builds private connections. Whether or not you embody your C-suite leaders, a group photograph, or a pleasant headshot of your self if you happen to’re the one group member—a visible offers readers faces to hook up with the model’s identify.
Tip: Use high-resolution, skilled photographs. You may also contemplate including a video spotlight reel of your group.
4. Present social proof
Social proof can convey your model to life and improve devotion with potential consumers. Social proof contains influencer endorsements, case research, user-generated content material, buyer testimonials, and opinions. Select the kind of social proof most applicable to your model, product, and providers, and showcase it in your About Us web page.
Tip: Share your G2 rankings and any G2 awards in your About Us web page.
5. Add a name to motion (CTA)
What would you like a reader to do after studying your About Us web page? Work with you? Apply to hitch your group. No matter you need them to do, make it easy. Embody a name to motion (or varied CTAs) that clarifies their subsequent steps.
Tip: Compelling CTAs use motion phrases like “subscribe” and “be taught extra.” Make them action-oriented. Preserve ‘em quick!
3 errors to keep away from when creating your About Us web page
An intriguing About Us web page bolsters your credibility along with your viewers and provides them extra perception into who you’re. Nevertheless, these three errors can probably hinder your viewers’s dedication.
1. Diving into specifics about your services and products
Keep in mind, your About Us web page supplies a spot so that you can shine by sharing highlights about you and your model. Some content material suits higher on different pages of your web site, together with the small print of your choices. Whereas it’s essential to uplift your mission and what you do, your About Us web page isn’t your gross sales pitch.
2. Utilizing an excessive amount of jargon and never sufficient persona
Make your About Us web page comprehensible, compelling, and crystal clear. Don’t be afraid to let your persona come out. An excessive amount of jargon that sounds fancy doesn’t all the time do one of the best job of explaining your worth to clients. As a substitute, write such as you communicate or rent a copywriter to assist translate your messaging in a means that resonates with readers.
3. Rambling
There’s a fragile steadiness between sharing who you’re and oversharing particulars which might be distracting, irrelevant, and complicated. Keep away from long-winded tales, particularly in your copy. If you wish to showcase your journey, think about using a graphic or embedding a video that readers can watch.
6 examples for About Us web page inspiration
Do you want assist determining the place to start drafting an About Us web page you like? Take a look at these six examples to get your gears turning.
1. Cotopaxi
Cotopaxi’s About Us web page is implausible. They spotlight their mission first, then get into its Gear for Good® promise to emphasise its values. Scroll down additional and you may be taught extra about founder and CEO Davis Smith in a quick paragraph or hearken to an interview with him on NPR.
Supply: Cotopaxi
Lastly, our private favourite explains the model identify (Cotopaxi) and emblem (llamas) for a private contact.
Supply: Cotopaxi
2. Stanley
The About Stanley web page is organized properly and features a temporary historical past of the model and their dedication to sustainable practices. Attractive and simple, it instantly offers perception about how buying from Stanley contributes to sustainability and company social accountability.
Supply: Stanley
3. Beneficiant Espresso Co.
The Our Story web page on Beneficiant Espresso Co.’s web site exhibits one other prime instance of a well-organized, relatable story that emphasizes its values. The corporate shortly jumps into details about how they, a for-profit espresso firm, give its proceeds to social justice organizations. The web page additionally touches on the group behind the model – with photographs – and tells a quick historical past of how Beneficiant started.
Along with the Our Story web page, three extra pages underneath the About dropdown embody Our Influence, Our Espresso, and Our Workforce so viewers can discover these areas additional.
Supply: Beneficiant Espresso Co.
4. CALPAK
CALPAK makes use of its About Us web page to instill in its clients the need to journey with a CALPAK bag in hand. A short embedded video exhibits merchandise in motion.
Then, CALPAK shares its mission, which emphasizes journey, design, and evolution. Guests can stroll by way of the model’s journey from its inception in 1989 by way of 2023, learn function highlights from well-known publications, and discover merchandise based mostly on one in all three personas:
- The On a regular basis Wanderluster
- The Weekend Explorer
- The Lengthy Distance Planner
Lastly, the ultimate log off gives an possibility to hitch the mailing listing to obtain 10% off.
Supply: CALPAK
5. Anna Dearmon Kornick
Time administration coach Anna Dearmon Kornick has constructed a trendy, satisfying About web page.
Proper off the bat, Anna discusses her position as a advisor for professionals and entrepreneurs and talks about her mission. We see a handful of logos from main publications that Anna has been featured in, her 5 core values listed cleanly, her model’s timeline, her passions, and extra about how she may also help her audience.
She has just a few CTAs, together with watching featured episodes from her podcast, clicking a “Work with Anna” button, downloading supplies about time administration, and visiting a hyperlink that results in her podcast. There are tons of photographs of Anna and different supporting model visuals all through the web page that paint her image exceptionally properly.
Supply: Anna Kornick
6. Beam Content material
Beam Content material’s About web page takes the cake relating to visible attraction and creativity. Their model persona shines – pun supposed – by way of every part, beginning with summarizing two objectives for the enterprise, adopted by a map of areas.
Under the map, you see a “Meet the group” part highlighting every member, their social media hyperlinks, a quick introduction, and a present photograph. However wait – there’s additionally one thing we’ve by no means seen earlier than that units this web page aside. In case you hover over one in all their photographs, you discover a child image behind the present one!
Under the group, Beam states its mission, values (and definition of its worth phrases for readability), and, lastly, a “Work With Us” button to seal the deal.
Supply: Beam
So, inform me a little bit about your self
Don’t underestimate the influence and significance of your About Us web page. That is your time to be inventive, specific your model persona, and share your story.
After you’ve nailed your About Us web page, add touchdown pages to your web site that will help you convert.
