In the business world, it is sometimes forgotten that people want to actually do business with people, not machines.
What does your “About Us” page actually say about your company? Is it a boring sales pitch for your small business?
What many businesses fail at is their “About Us” page, and one of the most common ways they fail is not taking a chance to expose their true colors. If your business just has an “About Us” page because everyone else does, then you probably should verse yourself in how to write remarkable “About Us” pages.
Opportunities for Your Business
This page holds a lot of opportunity for your small business. There are a wide variety of people who will check out your “About Us” page after landing on your home page. For instance, here at Resource Nation, about 6% of our traffic clicks on the “About Us” page from our home page. This gives you great opportunity to humanize your company to capture and excite the reader.
If a customer clicks on your “About Us,” they are expecting to read about the history of your company, what it offers, etc… However, if you take a different approach–exciting and captivating the visitor–your “About Us” page suddenly becomes a powerful marketing tool. This holds great potential to gain new customers, especially in industries known for bland and dry content.
In the business world, it is sometimes forgotten that people want to actually do business with people, not machines. A corporate façade doesn’t necessarily need to be withheld at all times. At the same time, it’s important to shy away from drafting your “About Us” like a sales pitch.
Don’t Write About What You Offer
Your first instinct will be, saying, “____ is a company that provides_____,” blah, blah, blah… stop. Think about how you will connect with your end user. Don’t paste your mission statement in to your “About Us” page.
Humanize Your Brand
What human elements bring your company to life? Are you a fun small business looking to inspire social change, or do you want to command respect with a Fortune 500 companies? Going the fun route is always a bit easier because you can humanize your brand quite easily. If you are looking to still maintain corporate respect, it may take a well-versed copywriter to get your page to connect on a personal level.
Here are some quick tips for your “About Us” page:
- Include links to exciting internal content, Twitter, Facebook, and Flickr accounts.
- Include pictures of people–the people who work within your offices.
- Convey emotion–simple to say, difficult to do.
- Give some causes that your company stands for.
- Tell a brief back story of a landmark with your company.
Whether you are looking to create a viral “About Us” page that can be shared on social media, or simply renovating your fossilized “About Us” page, make sure that you add a human touch. Simply pasting your mission statement is a cop-out and you should make sure everything associated with your brand, especially your “About Us” page conveys your business in the appropriate light.
Guest Author – Matt Krautstrunk is an expert writer on topics ranging from social media to office copiers at Resource Nation, an online resource assisting in digital copier purchase decisions for small businesses.