Tips & Examples on How to Write An About Us Page
Your About Us page can be made up of whatever you feel is the most important things to your brand. If you’re not sure where to start, here are a few suggestions that make amazing elements of any About Us Page.
But remember that this list is by no means extensive. Depending on your industry specifics, there may be more things that you’d like to include to assert your brand’s position in the market.
The following elements are merely a handful of things that can help you do just that.
1. Include a unique value proposition
Find your company’s unique selling point and draw attention to it by building your About Us page around it. For example, if your unique selling point is a lenient returns policy, focus on why you have a lenient returns policy.
If your unique selling point is that your products are sourced from renewable materials, explain why that’s important to your brand.
Identifying your unique value proposition can be challenging if you didn’t start your business having it in mind. Luckily, you can consult specialists at digital marketing agencies that will help you define and introduce your products to customers by highlighting how’s your product is different and why they should care about it.
2. Show your company’s faces
The human eye is naturally drawn to faces. In the previous Goat Story image, I bet that you immediately started to look at the faces of people, and didn’t even notice the coffee they’re drinking.
By including the faces of your founders or the entire team, you can somewhat control where your reader looks. But if you’re a solopreneur, a simple profile shot of yourself should be enough to put a physical face to the company.
3. Tell your brand story
As mentioned earlier, your brand story is what makes you unique. There is no other story quite like yours, so it’s important that you draw attention to it. Software company Morningscore does this in the form of a timeline of achievements.
As an ecommerce business owner, you too can use timeline storytelling. Important events in your brand’s history can include:
– When you had the idea of your brand
– When you sold your first product
– When you made your first 100 sales
– When you hired your first employee
But of course, it’s not the only way to share your story. Take a look at simple yet original brand story by makeup and skincare brand 100% Pure.
As you can see, brand storytelling lets you connect with your audience through shared values. It’s also one the most powerful ways to breathe life into your brand. So be honest and real about your brand and ideas behind it.
No matter how tempting it might be, don’t write a story that stretches over 2000 words – it’s very unlikely a customer will read it all anyway. Instead, keep it short, relevant and on-point. Avoid being too self-praising, babbling on and going offtopic.
4. Share what’s happening behind the scenes
In a world where the internet is as prevalent as it is (you’re using it now), transparency in manufacturing is a marketable asset – a necessity, rather than an option.
With many brands now appealing to certain audiences by using sustainable materials or paying above minimum wage, consumers want to know the insides of your company more than anything.
Embrace this, and show it off to the world.
Something as simple as a handful of photos of your product being manufactured can be enough to give curious customers a look into the inner workings of your company.
5. Let customers know where you are
You’d be surprised to learn how much better some customers may feel after learning where your business is based. By mentioning where you’re from, you can further build trust with people of that area.
“Oh they’re located in Kluang Johor, I used to holiday there!”
Don’t hesitate to mention the location of both your office and where your product is shipped from because it can help erode a buyer’s reluctance to buy from you.
6. Direct customer towards the next action
What is the next thing you want your customers to do once they finish reading your About Us page? You probably don’t want them just left sitting there at the bottom of the page with nothing to do.
Create a CTA to send them back to your shop, include a contact form, or get them to sign up to your newsletter.
At this point – the bottom of your About Us page – is a place where your reader is active and engaged with your brand, so use it wisely.
7. Consider the fold
“Above the fold” is the part of the website that can be seen before a user has to scroll. As you’d imagine, this point varies depending on the devices and screen size.
But why you should care about it?
Any marketer in the world of ecommerce knows that capturing people’s attention is only part of the problem. Keeping their attention is just as important. Designing your About Us page with content that’s above the fold encourages a user to scroll down and explore the rest of the page.
You can find the average fold line on your website manually. Just visit your site on a wide range of devices, using different browsers and see where the page usually finishes.
8. Keep your About Us page updated
Once you’ve created a killer About Us page, share it with the world. But don’t forget to update it every once in a while.
You see, well-written About Us page can build trust in ways that no other page can. But an old, outdated page shows neglect, and as a result, destroys trust. To avoid this from happening, get into the habit of updating it every 6 months or so.
There are a lot more things you can do and experiment with, so don’t be afraid to try different things. You may like to put a video on your page, or have a contact form on there, too.
What’s best for you and your brand is something that only you can figure out, through regular testing and assessing!