Creating an Engaging About Page for Your Small Business Website
Creating an Engaging About Page for Your Small Business Website
Every business Website has an About Us page, at least they should. Why is this? Because consumers want to know about the businesses that they support. They aren’t just going to throw their money at anyone!
Customers want to know the stories, people, and values behind a business. Why? People want to make sure that the businesses they purchase from aligns with their view of the world, and that that business is contributing to their version of a better society.
So, in order for you to convince your Customers that you are the right business for them, we're here to help you write the best About page for your brand!
Compelling Brand Story
No business starts without a story, and yours is no exception. You may think that your story is mundane, but that’s because you lived it. What you might think is uninteresting, others will think is compelling.
Given this, your About page should
start with a captivating narrative about your business’s inception. Share the inspiration behind its creation and the challenges you faced.
Sharing how your business started out
will position it as personal and relatable to potential Customers, making them more likely to want to support it.
Mission and Values
You started your business for a reason, which means that you have a mission in mind, and your Customers are going to want to know about it.
Detail why you started your business and what you hope to accomplish, making note of the values that you hold along the way.
Customers are
more likely to support you if your values resonate with them and if your mission is something that they can get behind. Including them in your About page will help potential Customers see that your business is the right one for them.
Team Introduction
Who is it that’s working tirelessly behind the scenes, keeping your business running so it can continue to be as incredible as it is? Your team of course! So, why not give them the recognition they deserve!
But it’s more than just writing their name and job title and calling it a day, that’s not going to introduce anyone to anyone. What you should include are brief bios, professional backgrounds, and photos of your key team members. It will allow
your Customers to see that your business is run by professionals who are passionate about what they do.
Not only does this establish your business as professional and credible, but also
humanises your brand to your audience. Making them far more likely to connect with your business and convert into loyal Customers.
Achievements and Milestones
Considering how amazing your business is, you’re bound to have some incredible achievements and milestones to show off, so why don’t you! Show them off, we mean.
On your About page
include significant milestones, awards, and recognitions that your business has achieved. No, we’re not just telling you this so you can show off, although that can’t hurt. The main reason you should display these achievements is that they
help build credibility and reinforce trust among potential Customers, increasing conversions and expanding your Customer base.
Call-to-Action (CTA)
You could write the best About page in the world, but by the time your Customers get to the end of it, what are they supposed to do, just think about how great what they just read was?
All fantastic About Us sections
end with a compelling call-to-action telling readers what to do next, whether that be exploring your products, subscribing to updates, or contacting your business.
But do you really need a call-to-action? Yes! You don’t just want your visitors to read about how wonderful your business is and then leave, you want them to
convert into loyal Customers. And that is more likely to happen if you prompt them to take action.
So here’s our call-to-action, go out and write an About page that is as inspiring as your business right now!
Remember, your About Us page is an opportunity to create a connection with your audience. It should be informative, engaging, and aligned with your brand's voice and identity.
By crafting a compelling About Us page, you're not just informing your people about your business, you're creating a connection that will convert them into loyal Customers.
