First and foremost, copywriting is about a vision. So make sure you’re able to formulate the story before you get ahead of yourself. Also, as we go down the list, don’t forget about your brand purpose. There’s no need to create clutter on your about us page. Stay focused on the actualities of the brand and the customers you serve. 

This will keep you from getting off track with a sales pitch. Most of your web pages may be conversion focused (with a CTA), but about page copy needs to be more informative and nurturing. The visitor perspective is all that matters.

What Exactly Are You Doing?

I want to kick things off right where I left off in blog 1.If your “why” is really hard to define, I urge you to reconsider your ambition. It’s going to be very difficult to scale with a supply and demand mentality. Besides, I believe in helping passionate people shine. Not glorified salesmen glorify themselves. Just because there’s a need, doesn’t mean you’ll succeed.

You have to be able to relay competence alongside the provision. In other words, zero in on what you do really well. What’s your bread and butter – than can be promised time and time again? Try not to reach too far and stay centered on unique traits and guarantees. Think about industry needs or the initial questions customers may have:

• What are some ways you can identify with your audience?
• What are you consistently executing and what do you want your reputation to be?
• How are you enhancing the customer experience?
• Is there a process or convenience that trumps the market?
• Are there pain points that you’re committed to addressing?

Avoid selling statements in these instances and explain your value with substance. Be specific with your mission and where you’re aiming to be. Explain business processes, goals, culture and even achievements. Incorporate your reasoning and provide clarity on what the experience ought to look like. Anyone who knows how to write an about us page understands the importance of reiterating standards. There’s a big difference in telling visitors what you do and making a promise to deliver something. Don’t forget this. When you deliver on your promoted promise, customers will remain loyal.

Who Makes Up Your Company?

Although you’ve already highlighted the “why” behind your business, expanding on the characteristics of the people involved personalizes your ability to relate. Similar to the ways TV commercial use actors, this impacts perception. Get started by discussing the “why” of your major stakeholders and how it meshes with the brand’s.

Communicating the individual passion, experience and journey of everyone involved will increase brand credibility. Tell visitors why the culture is strong and show them how. When do you compliment each other and what does the past, present and future look like? Who’s in charge of what and why? Unique forms of transparency establish a memory.

Showcasing Internal Employees.

For the most part, a business is run by one person, or a short list of people. The main job of ownership is to formulate a team that can competently implement the vision and mission. So if you’ve got great people at the helm or in customer facing positions, why not introduce them? The more authentic you are, the more the local market will love ya!

This goes beyond marketing and learning how to write a website about us page. Are you ashamed or proud of the assembled team? Quality companies will have a sound hierarchy with a backup system that keeps employees informed and customers satisfied. Whether it’s the CEO, CFO, CMO, or members of management, talk about them! Sometimes, the least influential person makes for the best spotlight!

Invest Time in Your Introductions.

It’s not imperative that you list every employee; sometimes this can be cumbersome. However, service reps, operations staff, sales and business development deserve consideration. Expand on everyone’s professional experience, achievements, certifications as well as personal and relative skillsets. 

I personally enjoy going as far as capturing the personality, interests and values of people within the business. This may seem like a lot of work – but trust me it works! Personalization only draws the right customers (and employees) in. The buy-in is what speaks loudest. Potential customers feel a lot more comfortable when they know a little bit about everyone that’ll be involved in their experience.

Brand Cohesion is Important on an About Us Page

It’s a huge advantage when ideal customers identify with someone on your staff. In a professional, team environment, try not to let individual profiles distract visitors from the identity of the brand. A cohesive presentation that’s clean is ideal for most workplaces. Every profile needs to include standard design elements with a team-centric approach.

I highly recommend taking professional headshots or even capturing a video for your about page. Not everyone is interested in reading. The consumer’s ability to see people speak, in action or at work is highly effective. A few hundred bucks on a simple production or some action photos can go a long way.

How Are You Different?

Differentiating your value will take your about us page to another level. In reality, this is where you combine “what you do” and “who does what.” Aside from the competent people that make up your organization, you need to be able to explain the cohesiveness of the culture and how it benefits customers. But before you promote it, you have to develop it.

Once you’ve truly been able to establish a brand culture, you can start talking about the ways each team member fits – or how they enhance the culture you’ve created. Be transparent with your expectations for everyone under the company umbrella about your expectations. Showing your dedicated to upholding standards matters.

Leverage what you do best. Detail how the experience plays out and what roles are required to deliver quality. Most importantly, how are you creating a culture that everyone can be a part of? Moreover, how are you encouraging people to believe your culture is beneficial to them? This is called a self expressive needs analysis. 

Identify Brand Drivers When Writing An About Us Page.

If you’re a new-to-market product or service, this should be easy. But, if you’re already established, you’re going to have to convince people that you’re now fully committed to them. You can drive them towards trust with clear actualities.

• What are the functional and economic benefits of your business?
• What are the values of the company and it’s employees?
• How are you training and implementing the aura of your brand?
• How do you want to make customers and employees feel?
• How do you want to make them appear to others?
• What are the societal or environmental benefits of what you’re doing?
• What types of partners do you value and how do you plan on working together?
• You only have one shot at a first impression.

Your about us page can be your last chance to alter perception. Any ability to differentiate your value gives visitors a chance to see you as a superior option. Considering your impact on others, instead of your pockets, is the roadmap to customer loyalty. When you take the time to present yourself as a viable and genuine option, you’re offering a peace of mind. This makes it easier for consumers to pay more.

If you know how to write an about us page for your website, bounce rates also decrease. When trust is born, a visitor’s intuition of comfort kicks. In most cases, this causes them to stop sifting through alternative options and reviews. As a result conversion rates increase.

Where Do You Serve?

Before reading on, consider the way I worded this heading. The key phrase here is “serve.” Don’t just tell people where to find you. Explain how well you know the neighborhood(s) and let them know you’re happy to serve them within “X” parameters. The way you word your about us page matters.

Wouldn’t you want to know if certain terminology was deterring? It’s also important to be clear about your service areas. If a visitor has to waste time looking for more information or gets lost, the experience is already off to a bad start. You’ll probably have to work uphill to satisfy them.

Use the about us page to also discuss future logistics or company expansion plans. You may not be able to serve someone now, but it might be a goal of yours. Leaving a solid impression with a sound vision will cause them to continue checking in until you can. This works for any geographically based service companies. Think big and you’ll do well!

Writing an About Us Page Part 3 Preview

Hopefully starting with your “why” helped you understand the customer buying cycle a little better. I’m passionate about helping my clients understand their customers. Before sending traffic to your site, knowing how to write an about us page is invaluable. Focus on your presentation and be yourself! 

Far too many web developers and marketers overlook the importance of on-page copy. No matter how many people visit your website, your ability to convert them matters. In the final article of this 3-part-series, I’ll talk about organizing everything and structuring the about us page. Be purposeful with everything you do and always remember to PreFocus!