Your website About Us page should not be an afterthought. It should be your marquee.
Your website About Us page on your website is often a hidden opportunity to gain credibility and trust, but not in the way you would assume. The professional tone that is often the trademark of your website About Us page can make you sound stiff and safe and sadly, indistinguishable from your competitors. However, this page can be the perfect showplace for your personality – page one of your story and a vehicle to give your brand humanity.
Everyone loves a good story.
A story can provide context and make you memorable. A particularly good story “sticks,” draws in interest, and is more likely to be passed on to others. Figuring out how to tell it might require some introspection on your part: Why do you do what you do? What inspires you? What makes you different? The most authentic part of you can sound knowledgeable as well as personable. This combination is what will make you stand apart.
If your team is the key to your success, focus on the people behind the company. If their personalities are your strength, share them with others. Humanity is what makes us unique, and each person’s story is part of your narrative. This is what makes you “real” to your client.
Use your authentic voice to describe your product or service. Avoid technical jargon when possible. You can sound professional and knowledgeable without necessarily resorting to extensive usage of acronyms and industry-only nomenclature. Polished and professional does not have to translate into confounding. Straight-talk about what you do and how you do it is better than your competition is always effective. This is where finding your voice becomes critical. Cultivate your personality. When you have a defined personality, others are apt to remember you.
Collaboration is key.
Your website About Us page is the perfect place for those who have worked with you to offer their testimonial. Hearing from others about how much they enjoyed working with you and how you were able to help them is far more valuable than hearing from you about how great you are. Include pictures of those who know and like you; names and faces that help a story feel real and complete and therefore memorable. This is the kind of staying power you want for your brand.
Also, testimonials from your own employees expounding on why they love working at your company can have a tremendous impact. Highlight personalities, embrace the quirky; this is what makes your company different and exceptional. Your particular combination of people is what makes up your corporate culture.
Use fun and creative visuals.
If possible, use graphics in an unexpected way. Video is also wonderfully effective. However, if you don’t have the ability to accomplish fancy whistles and melodic bells, words can do the heavy lifting as long as the “story” is clear, real and human.
Your website About Us page should not be an afterthought. It should be your marquee. Make it clever, informative, clear, and above all else, exactly you. You are the strength of your brand. Use it wisely.