The About Us page is probably one of the first pages that you’ll create for your website. You may call it something else – “About”, “Mission”, “Our Story”, etc. – but these introductory pages all serve the same purpose, to say, “this is who we are.” Unfortunately, the About Us page is often treated as a chore or obligation, rather than the invaluable marketing opportunity to connect with your customers that it is.
The problem with many About Us pages is that they’re an afterthought – usually just a few quickly written paragraphs about a company with no real draw or substance. A good About Us page is goal-oriented and focuses on highlighting the biggest selling points of your brand. It reflects the “why” behind a brand’s mission with relatable, captivating copy.
The perfect About Us page – just like any good story – begins with the 5 W’s: who, what, where, when, and why. You should be able to answer all these questions about your company, creating the foundation for your About Us page.
Who
Who is your team? Before the Internet, business was conducted face-to-face, allowing people to get to know the companies they were working with. Your About Us should inspire the same trust that people used to gain from in-person interactions. You can do this by creating personal connections through a “Meet the Team” section. Here’s an example of how you can introduce your team on your site:
What
What do you do? This is probably the most important question you can answer on your About Us page. If you are doing something different or offering a special service to your customers, be sure to mention it here!
Another “what” question that you can answer on your About page is your mission. What is your company’s mission statement? Your mission statement is a short statement that encompasses your vision, values, and mission. Its purpose is to explain why your company exists, what your goals are, and what kind of products or services you offer.
Where
If someone is interested in working with your company, they’ll want to know where you are located. If you serve a large area or can ship all over the country, your customers need to know that. Especially in the promotional products industry, where products can be drop-shipped almost anywhere in the country and purchases can be made and completed entirely online. In that case, your “where” may be less of a physical presence and more of the locations you serve.
When & Why
When and why can be combined to express your company’s story. When did you start and why?
This is a perfect opportunity to take your customers on a journey through the experiences that have brought your company to where it is. Share your beginnings and where you are today, as well as your plans for the company’s future. The why is your opportunity to share your company’s unique story and why you are different from competitors.
How
Now that they’ve met your team, read your mission statement, and heard your story, your visitors want to know how you are going to put all of that into practice for them. Your About Us page is a great place to share information on your company’s accomplishments and testimonials from satisfied past customers. This information helps give your customers tangible evidence of how you can help them.
By now you’re probably thinking, “it can’t be that simple!”, but it is! Writing a compelling About Us page for your website doesn’t have to be tedious or unbearable. All you have to do is connect with your customers on a personal level and show them what your company is all about. Once you do that, you’re well on your way to having a special About Us page that will draw in even more customers.
