With SEO being all the rage these days, businesses often tend to overlook some simpler things. One of those is certainly the “About Us” page, which should represent the brand in the best light possible and also provide the information that is needed.
Defined in this way, a well-written “About Us” Page should definitely include information about the company’s vision and business concepts, as well as about team members.
Perhaps the most difficult thing to shape into words is the company’s vision. You’ll wish to steer clear of generic descriptions and explanations and aim to explain what you have envisioned for your brand in a unique, understandable way.
To that end, visuals are often incorporated, not only because they can make the point more clear, but also because people like pages with visuals. To an extent, at least. Using too many images and interactive content will have the opposite effect, so take your time devising the overall design of your page.
Also, it is important to remember that many people will be accessing the “About Us” page from their mobile devices, which means the loading time of the page should be kept to a minimum. That is hardly possible to achieve if you’re using large images and multimedia files, so have a care.
As for the content, it is important to establish a tone of voice you will keep in the long run, both with the posts you create and with social media activities. Next, you should determine how to best describe your company’s plans for the future and the scope of its current operations.
As ever, aim for the quality rather than quantity. A quality “About Us” page doesn’t have to belong. It is important that it is concise and that it clearly communicates what people can expect from your business and what makes it stand out from the competition. List credentials and awards, if applicable.
Long-standing businesses often use a timeline to present their operations. Smaller ones often introduce the team members in a remarkable light. Other strategies are often employed, too.
And while there is no universal approach to creating a stellar “About Us” page, some marketing tips and tricks are best kept in mind. For example, it is well-known that people love listings and bullet points, which means that the very way you present the information is no less important than the actual content of the page. If we add to that the above-mentioned insight on the mobile users, it naturally follows that pages drafted in such a way are easier to read and scroll through.
Should You Include Information About the Team Members?
If you run a large business employing millions of people, obviously you won’t include team members’ profiles. However, sometimes large businesses provide profiles of the prominent team members, especially if they have chosen to include a timeline.
In that way, key figures that have made the business successful will get a chance to have their say and deepen the story about the company’s journey. This is also a good strategy if you want to present your company in a more humane way.
What we mean by that is that not all businesses choose to openly boast of their financial gains on their “About Us” pages (albeit the practice is apparently rather common). Instead, they shape their success story in a way that will intrigue the reader to learn more.
This can be done by including some interesting facts or creative ideas that have changed the history of the once-upon-a-time small business and transformed it into a giant that is today.
Smaller businesses often introduce team members on their “About Us” page, as this makes the small brand more approachable and communicated the values every customer likes to see. Normally, it should be underlined how the trials and tribulations of the team members have led them to become who they are today and inspired the founding of the business.
Pay Attention to the Repetition
The most common mistake found on “About You” pages is that they state facts already presented elsewhere (notably on the company homepage). And while it is important to use plain facts (don’t boast!), it is also important to determine where and how to place them. It is either the “About Us” page or the homepage that should feature this information.
Further out, a good “About Us” page tells people why they should trust you and how they will benefit from the cooperation. What is it that you offer to them that other businesses don’t and how do you present it using these facts?
Success stories are often used to illustrate the point, but be careful not to boast of them. Rather, present your successes in a way that will intrigue people while not appearing smug. To that end, avoid superlatives, for let’s face it: would you trust a brand stating “Hey, we are the best!”? Obviously not.
Finally, explaining your business concepts is important because it will tell the reader about your future plans and, by extension, what they can expect from your business.
Remember that people reading the “About Us” page do it because they are trying to figure out whether your business is trustworthy.
Therefore, it may be difficult sometimes to come up with the best presentation for new businesses. Exactly because of that, it is important to take your time coming up with the tone you’ll maintain with the clients throughout your career.
Basically, you will want to get across how your business concepts make your brand better or more creative or more reliable than other businesses operating within the same industry.
Above all, it is important that you appear human. Communication is at the center of every marketing effort and your “About Us” page should communicate to the reader that your brand is:
- Committed to customer satisfaction
- Open to feedback
If you stick to all the bullet points, your “About Us” page is bound to be a huge success.
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