How to Write an About Us Page that Creates Brand Loyalty
Let’s set the scene:
Your company recently committed to focusing on an inbound marketing strategy, including a much-needed website revamp. In keeping with the inbound methodology, you are busy writing new web content that focuses on solving your potential customers’ problems rather than positioning information about your company and products or services at the forefront. But then you run into a problem…if you don’t put the focus on talking about your company, how are your potential customers going to build trust in you and how are you going to stand out from your competition?
The answer is the “About Us” page. This is the page that web visitors expect to be about your company. And oftentimes, it is going to be one of the most visited pages on your site. People want to know how you can help them and whether they can trust you. In order to build that trust in your brand, they are going to want to know about you.
What this means is that you need to put your About Us page to work in showcasing your company and how you are helping customers; this is your chance to shine. But what exactly should you say on the page?
Deciding what to include on your page can be a daunting task. You don’t want to write a novel, but you also don’t want to leave out anything that might help your visitors decide to do business with you. Let’s take a look at the elements you might want to include on your page, then we’ll cover putting those elements together in a style and voice that resonates with your audience.
Keep in mind that you don’t have to include everything on this list, and probably shouldn’t. Like all of your digital marketing strategies, you want to craft the content on your About Us page with your buyer personas in mind. Think about what details your personas need to know in order to build a relationship with your brand. This will be different depending on both your brand and your personas.
Images — A page full of text without any images is pretty boring. An image is one of the first things people will notice on a page and can help draw them in. Try to use images that show the heart of your business. Many company websites feature their team members — going one step beyond that might show them doing what they do best by helping your customers meet their needs.
Facts About Your Company — Some personas care about things like the longevity of your company or whether you are family owned and operated. They might want to know how big your team is or where you are located. If this kind of information is important to your buyer persona, definitely include it. What problems do you solve? — This is an opportunity to talk about your company and products or services, but you want to do it in a way that shows how you have helped your customers to solve their problems.
Values, Beliefs and Motivation — Why do you do what you do? What drives you? Telling this story can help your potential customers buy in and believe in your mission as well.
Awards and Recognition — Has your company won any awards or been positively featured in news articles or other media? Oftentimes, people will equate things like this with a successful and trustworthy business. In their eyes, if an award suggests your company is the best, then you must be!
Who Have You Worked With — Depending on your business, it might be appropriate to feature any big-name clients or customers. When people see that these other companies are happy customers of yours, you are more likely to gain their trust.
Your Company’s Journey — Do you have an interesting story about how you started your business or how you grew into the company you are today? What challenges have you overcome? And how have you prioritized your customers and your mission along the way?
Why would someone choose you — This could cover what differentiates you from competition or you could highlight anything really awesome, inspiring or unique about your company or product. This can tie in closely with what you do and your values.
A Call to Action — Don’t be afraid to show the visitor what the next step is. Give them the opportunity to contact you to learn more, or direct them to one of your other pages.
You’ve figured out what you want to write and the most important pieces about your company to share with your web visitors. Now you just need to figure out how best to write it for your visitors. As always, you want to consider your persona. What tone of voice represents your brand and how will it resonate with your audience? Remember the universal piece of advice that applies to most aspects of life — BE YOURSELF.
Use the following tips as you are writing to guide you:
Watch the length — The current trend in web is to be brief without sacrificing your main message. Because of smart phones, tablets, and short attention spans, it is easier for people to consume short bits of information at a time.
Focus on what’s important — When your goal is to communicate the most important information in a short amount of space, you need to determine what that important information is. The key here is to figure out what matters to your potential customers, which might be different than what matters to the people you work with. Your site is ultimately for your potential customers, so it’s only logical that you would write about what matters to them and brings them closer to a buying decision.
Build a relationship — People make purchase decisions based on their feelings and emotions. They want to feel like they are getting good deal and high value when they purchase something. That’s why focusing on building a relationship where they have trust in your company and brand is so important. People feel more comfortable with those they think of as friends, even if they are businesses or brands.
You can build a relationship with a potential customer by being human. Tell your story in a way that speaks to them and shows your personality.
Tell a story — It’s easier for people to remember and connect with a story as opposed to straight facts. If you want to build a relationship with your visitors you can start by engaging them with your story. Once they believe in you, believing in your product is a no-brainer.
Crafting your company’s About Us page doesn’t have to be painful. When you keep your audience in mind and provide value to them, it will be a piece of cake.
Looking to learn more about how an Inbound Methodology can work for your business? Download our free guide to B2B Inbound Marketing.
This post was originally published on the Murvine Marketing Group Blog, on August 4, 2015.