It’s one of the most under-utilised yet most important pages on any business website – the humble about us page.
Unfortunately, it often gets short shrift simply because businesses don’t have the time to devote to it. And that usually results in an about us page which is as dull as dishwater.
The worst about us pages are nothing more than long, rambling histories of the company in question. They’ll feature a team photo (nothing wrong with that) and a massive list of achievements, beliefs and company mantras (lots wrong with that).
You about us page will be visited by people who end up on your website, and for many of them, it’ll either convince them or otherwise to get in touch with you.
Here’s how to tell the right story of yours business on the about us page.
Give a brief intro to the history of the business
On our about us page, for instance, we have a short little animated video which talks about the history of the business.
It does this in a really engaging, swift way by going right back to the creation of the business in the 1860s and charting the various key milestones throughout the company’s growth.
The important thing is to communicate why the business was started and the audience it wants to serve. What was the main reason you started your company? It was for your customers, right?
Talk about the cause you serve
Your business is obviously in existence to make a profit, but it does this by serving a cause.
That cause is a need your customers have. And that need is satisfied by your products and services – simple.
This is why talking about the cause behind your business on the about us page is so important; it immediately reveals why people should bother getting in touch with you.
Provide a glimpse behind-the-scenes
People love to get a glimpse behind-the-scenes of anything – your business included.
You can do this by briefly explaining how your products are made and the kind of things staff get up to day-in, day-out.
The best way to do this is via video interviews with staff, so why not put together a short two-minute video which reveals the inner workings of your business?
Put a face to the business
We mentioned earlier that most about us pages feature team photos, and that remains a great idea.
You can have fun with this too, so don’t be afraid to stage a tongue-in-cheek photo of the team or individual photos which reveal some of their hobbies.
Putting a face to the business is one of your about us page’s primary tasks, so make sure you spend plenty of time on this element.
Wrapping up
We’ve hopefully demonstrated today that about us pages shouldn’t be boring.
They should tell an engaging story about your business which tempts people to get in touch. Just make sure you use a mixture of words and video to tell that story, like we have.
