About Us is the essence of who you are as a company and as a brand. It’s the section that makes you stand out from other companies offering similar services and products. It is a compilation of your history, your values, your capabilities and your personality. In fact, if you haven’t clearly defined who you are, the About Us page is the most difficult to create when writing web content.
As Inc.com says, in their New Rules of Online Branding article, “it deserves a little more consideration and a lot more respect.”
3 Tips for Writing About Us Web Content:
Be Real. Visitors to your About Us page want to understand the people behind your services/products. They are looking for the human aspect of your company. Pictures are good. A timeline of your company history, not so interesting.
Tell Your Story. At least 3 times a week, we tell the story of how SPROUT came to be. Really. We’ve counted. It is the most viewed and most commented page on our website. People like stories. Use the About Us page to tell yours.
Be Memorable. People remember information that stands out. Everyone offers the “best services” and “high-quality products,” but not everyone goes from being a partner in a swimming pool company to a marketing consultant. That’s a memorable story.
Your website is your online sales team. Your About Us page is a team leader. Protect it, promote it, use it to connect to people.
Do you have an outstanding About Us page - or one that needs help? Send it our way, we'd love to see it.
*This post was originally published on 11/30/11 has been edited and republished on the above date to reflect updated information and for relevancy.