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How To Write The Perfect About Us Page for your business website

Posted by Kevin Fouche on Apr 8, 2022
Kevin Fouche
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The people who visit your About Us page are prospective customers looking to purchase your products or services. Such people are looking for reasons to trust you. They want to see the real people behind the products or services they're interested in and if your company is one they'd spend their money on. In short, they're seeking answers to questions like the size of your company, whether it's private, public, or family-owned, how long your business has been in operations, etc. They also want to know such things as who is the boss, where the company is located, your core values, and what makes you different from the rest. 

How-To-Write-The-Perfect-About-Us-Page-for-your-business-website

Knowing how to address these elements is key to impressing, winning, and retaining your prospects who visit your site. Because this is the only place where you're free to sing your praises and shine, you should do what it takes to wow your site visitors. In this piece, we present you with some detailed steps to do this tactfully and sell your brand to the most qualified leads.

How To Write The Perfect About Us Page for your business website

1. Avoid Hype, Use Facts

What you say on your About Us page should be different from what is contained on your Home Page. Also, no reader wants to be bombarded with a long, boring historical summary. They will bore your audience to death. You don't want to appear like you're boasting either, so the best approach is to find a middle ground.

Your About Us page should be like your resume, which showcases your best qualifications and what you can offer the employer (in this case, your customers). So to avoid bragging innuendos, avoid hype and superlatives and instead provide straightforward presentations. 

For example, show the reader what they stand to gain by doing business with you and why you're a better option than your competitors. Also, explain how your offerings will change their business or even their lives. For example, you can say that your new software can increase employee productivity by 30%. Your About Us page should also state how long you've been in business, the problems you're expert at solving, some of your success stories, and such relevant information that answers user queries on a single page. 

2. Make People Trust You

Before the internet became a significant part of business operations, most transactions were done via face-to-face meetings. The prospective customer would engage the salesperson physically to determine if they want to do business with the company. That approach no longer works today. 

Today,  it's the About Us page that serves to introduce your company to the customer, making it an essential section of your website. That also means it's the most frequently visited page on your site and should therefore be good enough. Most of today's businesses are done virtually or over the phone. 

So, while highlighting your company's unique attributes is good, it should also inspire trust without which no one will buy from you. The first step to building trust is stating your business's physical location so people know where to find you should they choose to come in person. Stating your specific business location also gives visitors a sense of how far or close you are to them. 

3. Always Keep The Audience In Mind

When writing your About Us page, always keep in mind the people who will be reading it. Think of your prospective customers, what problems they could be facing, what solutions they are looking for, their preferences, etc. Could you be talking to a first-time mom? An IT professional? A senior citizen? An ordinary person with a limited understanding of technology, etc. Always have the customer in mind when creating an About Us page and what is most likely to excite them. Just as certain TV programs have a specific target audience, so the About Us page should address a particular audience. It should be relatable, tap into their emotions, and inspire them to take the desired action.

4. Tell Your Brand Story

We all love a good story. Do you have an exciting story of how your business idea came about? Could you share it with your audience? If you've listened to motivational speakers, you know that they thrive on telling personal stories. This winning communication strategy can do wonders for your business as it helps create a connection with your audience. 

Here's an example: 

A lady who owns a clothing store specifically for weddings and bridal showers often said growing up, she admired seeing brides in beautiful wedding gowns. She dreamed of being a part of that beauty, that magic of bringing beautiful transformation in every prospective bride. Her childhood was shaped with colourful threads, pieces of clothing, and dolls in stunning bridal gowns, which her mother helped her sew.  When she joined college, she knew she wanted to spend the rest of her life doing one thing: making every woman elegant and happy on her wedding day. 

She studied fashion and design, majoring in wedding gowns and investing heavily in bridal accessories. That story, accompanied by a beautiful photo of a young girl in a gorgeous ball dress and dolls on her About Us page, wowed her prospects and placed her on a winning path. Not only do such stories put a human face on your business, but they give no room for boring corporate-speak. 

E-commerce for Small Businesses suggests that your story should be told from a storytelling perspective instead of a resume writing style. Not only can the reader relate to such stories, but they're exciting and enjoyable to read. A good story evokes an emotional response, and customers are likely to focus on the emotional instead of the informational part of your brand.  When you tell your brand story from a storytelling perspective, it:

  • Enable the reader to imagine your situation
  • Makes complex thought more straightforward by creating relatable scenarios. 
  • Presents a unique, personalised copy that you cannot find anywhere else
  • Makes the story more fun to read

5. Be Specific

Think of your phone calls and meetings with clients. How would you answer their questions without sounding too good to be true? If your air conditioning unit can save the energy costs of your prospective customer and last longer than other average brands, support your claims with specific information. Give an estimate of how much the customer can expect to save in a year using the air conditioning unit. Also, state how many years the equipment can serve the customer before a replacement can be made. These details should be part of your About Us copy to make your claims more realistic and believable. If your business is a startup with no testimonials and figures to back up your claims, highlight your goals and how you can achieve them.

6. Get A Little More Personal

Some companies write their copy from a third person or third-party party perspective. This approach often comes as too stiff, distant, and not recommended, especially if our company is a privately-owned small business. Everyone knows that the information provided on an About Us page is either written or approved by the business owner. So it would help if you used the first-person perspective "I" or "we" to make it more personal. 

Again, no one enjoys reading corporate talk. It's as dull as excessive industry jargon, and every web visitor wants to connect with a human being at the helm of the business. Your copy should be conversational, likable, and friendly as if it's done face-to-face. On your About Us page, convey the deep passion you have for your business vision, mission, and overall objectives. Be sincere, as if you're telling it in person because adding a personalised touch to your brand will make you even more likable. 

And no, being casual and a little personal doesn't mean you cannot be professional. The idea is to create a balance between the two to create a straightforward, engaging, and informative copy, that is, the perfect About Us copy. In other words, learn to bring out the human side of your business. The secret to achieving this is to write your About Us copy as if you're addressing a single individual.

Remember the first time mom, senior citizen, and layperson mentioned earlier? Your audience is made up of different individuals who read your copy. However, it would help if you made it appear to be addressing only a single person and not a whole crowd.  As far as your web visitor is concerned, they're the only person reading your copy and the only one you should be trying to win over. So, instead of saying "we offer our clients…"  or "we provide people with…" better say "we offer you this and that."

Learn To Create A Killer About Us Page That Wows Prospects

The problem with most ecommerce About Us pages is that they're usually focused on the business and not the customer. However, as we have learned in this piece, a good About US shouldn't be about your brand but the value propositions you make to your customers. It should highlight why a customer should pick you out of hundreds of other competitors and what they stand to gain from it. The world of e-commerce is all about building trust and providing solutions to customers' pain points. 

Again, an About Us page doesn't have to be a big project or a daunting task. It should be a straightforward approach to letting the customer in on the what's, the how's, and the why's of your company. So be sincere and choose the text in your copy as sincerely as possible. While at it, remember to bring out the human in you. 

Let your creative part come out, and don't be afraid to spice it up with some emotion. The more you come across as accurate to your customers, the easier it will be to connect with them and build a rapport.  And that's all it takes to stand out from the rest of the pack and be a household name in your industry. Contact Pixel Fish for your next Wordpress Website design project. 

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