When was the last time you updated your website’s About Us page? If you haven’t given it much thought or *perish the thought* you don’t even have one, it’s time you did. If done right, this magical web space is your secret marketing weapon and will give you the edge over your competitor.
What is the purpose of your About Us page and WHY does it matter?
Master marketers will tell you to start with the WHY. This is because storytelling is such a huge part of who we are, and is what connects and unites us as human beings. Your About Us page is your precious real estate web space that allows you to showcase your unique story and tell the world who you are and why you do what you do.
This is your chance to attract future customers and reconnect with existing clients who want to know WHY your business exists, not just what you do or sell.
Your About Us page ranks on Google
Pop your business name into Google. Chances are, your About Us page will display in your search engine results. This is because your About Us page ranks well for brand-driven search entries.
What this suggests is that both existing and potential clients have the option to click through to your site directly from your About Us page. Remember, people won’t necessarily buy your product or service unless they know the story behind your brand. Is your About Us page up to scratch?
What makes a great About Us page?
An all-bells-and-whistles About Us page with fancy-pants graphics and imagery is one thing, but it’s your words that matter more. Think back to your persuasive writing school classes because it’s time to put your old skills to new use.
Your About Us page invites your readers behind the scenes of your business, in a way that entices and intrigues. People are curious creatures and like to connect the dots between a brand’s purpose and product. This is where emotive marketing works well.
Think about social enterprises like Toms Shoes and community initiatives such as Bush from The Bush. The reason these brands have worked in the past is because their customers bought into their WHY and feel good about their purchase.
Philanthropy aside, any business can humanise their brand. If you can write your About Us page using persuasive copy that taps into human emotion, your customers have a reason to part ways with their cash.
About Us page Do’s and don’ts
· Do – tell your story. What drives you and your business. Why do you exist?
· Don’t – use industry jargon. Your customers won’t understand it.
· Do. Use an authentic voice. Imagine your audience is right in front of you and you’re speaking directly to them.
· Don’t – forget your customers’ needs and wants. How does your product or service offer a solution to your clients’ pain points?
· Do – keep your About Us page concise. Save your autobiography for a later date.
· Don’t – forget your keywords and optimise your About Us page for SEO, just as you would for any other page on your website.
· Do – remember your CTA (Call to Action). Tell your audience what to do next. Where to buy your product, or book your service.
· Don’t – be afraid to employ the services of a copywriter if the thought of writing your own content leaves you feeling overwhelmed.
Let the CLS Team write your About Us page
Unsure where to begin with your About Us page? Or perhaps you’re lacking the confidence to write your own copy. The Creative Little Soul (CLS) Team is here to help.
We offer a wealth of marketing knowledge and our team is highly skilled in writing copy that converts. Your About Us page is one of the important webpages for your business, so why not hand over the writing-reigns to the CLS Team and let us craft your About Us page so that you stand out from the crowd. Get in touch today to discuss further.