Your website ‘About Us’ page is the one place which can be all about you…can’t it?
Wrong! It’s still all about your potential clients.
You may be telling your story, but you need to tell it in a way which will forge strong relationships with your website visitors.
You need to make an emotional connection and show them you understand what they need.
Here are a few simple ways to do that…
Take a look at the story of Gladstone Motorcycles. It’s a cracking tale told in the words and style of the company’s CEO Henry Cole, a descendant of the former Prime Minister William Gladstone and the presenter of TV shows including The Motorbike Show and Find It, Fix It, Flog It.
It’s clear about the type of client it wants to attract. In fact, it calls them “discerning hooligans”, something the business knows will make its ideal client base smile.
This story’s tone is completely authentic to this business.
How can you tell your story in an authentic fashion? What will help people see the core of your business purpose?
Design studio Eight Hour Day has a mission to simplify the creative process. Its About Us page is simple, straightforward, and just a few lines long. It says this: It’s all about collaboration and passion, and we can’t wait to work with you.
Be jargon free…
No one likes industry jargon. Ditch it and keep it simple. That will keep your website visitors reading, and that’s the pint, isn’t it? Check out this jargon-free page from Apptopia.
Know your audience. Understand who you’re speaking to and what sort of tone and content will connect with them. Do your client personas/avatars before you write your content to ensure it cuts through the noise online. A great example is the Nike About Us page.
Its audience is those who work hard to achieve physical success, not celebrities or those who buy its products for the brand value. It shows that with the strapline “If you have a body, you’re an athlete.”
Nike is a brand which understands its roots. It also understands the need to say: “We’re still just like you”.
In many sectors, you can use humour to forge that connection with your potential clients.
However, never ‘punch down’. Always make fun of yourselves, rather than your clients!
The illustrator Blaze Suarez is very funny (anyone who loves The Jerk by Steve Martin will appreciate his bio). He’s also combined his About Us and Contact page – a handy tip!
…About what you want your potential clients to do next.
Write a strong call to action. Whether you want them to browse your shop, call your office, or send you a contact form to make an appointment, tell them.
What can you include on an About Us page alongside your story?
- Your mission and vision
- Team biographies
- A pledge to clients
- What makes you tick
- What clients say about you
Need some help with your About Us page? Get in touch! We love telling a good tale…