Stop telling the story of your life and talk about how your business helps other people.
6 min read
The opinions expressed by collaborators are personal.
Today, almost all the web pages we visit have an “About us” or “Know us” section , and they do it for a good reason: 64% of consumers say they have a good relationship with the brands with which they share values. .
Being human is important, but make no mistake: people visit your website to determine if you can help them solve their problems. Make this section of your page about them instead of you, and this will put you miles ahead of your competition.
When written well, your “About Us” section can play a powerful role in getting you new clicks, subscribers, and sales. Here are 5 steps to make sure you are doing it right.
1. Share a short but relevant story
It's true that sharing your personal story makes your brand or business more human, but we don't need to know what your favorite ice cream flavor is when you were ten years old. Sharing your story builds the foundation for whether you can get the job done.
The company Moz, from SEO, has a very attractive section because they tell their origin and the history of the company in a very clear and compact way. Furthermore, they share the reason why they changed their position in 2013 and why they returned to the original years later. Admitting that you were wrong makes you vulnerable, but the smart business decisions that guided them through these transitions give them authority on the subject. Now they believe 100% in their focus because they know what it feels like to be on the other side. History is critical and adds a touch of personality to your business, but make sure what you share demonstrates why you are qualified to help the user solve their problems.
2. Make it clear who you can help
It is important to identify who you can serve. This will attract your ideal customer and, just as important, it will drive away prospects that don't suit you. But it is best to let the readers decide. A good idea is to structure your page as a series of questions or statements that make the reader say “yes” or “no” in their head. This self-identifying validation helps increase brand affinity.
Consider Trader Joe's “Our Story” section. After a brief history, a list of bullets appears, explaining the way in which the company's decisions have generated the best products at the best prices.
Four of the five bullets reinforce their low prices, something that is music in the ears of their audience. But they also point out the importance of having some high-quality products. And if you really want to know all its history, there is a link to another page with another timeline so you can enjoy it. This method accumulates page views and strengthens your SEO, saving time for those who do not want to read as much.
Trader Joe's understands that consumers who visit the “Our Story” page may have an interest in the brand, but no more interest than getting a great deal. This strong focus on features and benefits explains why the store is a company worth $ 8 billion .
3. Offer evidence that you are the best
The psychological reason behind prospects visiting the “we” section is to determine if you are legitimate. Testimonials, media appearances, conferences and other social proofs are essential and should be in this section.
If you have a lot of time or experience in your field, don't be afraid to show it. “15 years of experience” or “More than 1,300 satisfied customers” are phrases that pave the way in the reader's mind, and up to 90% of B2B consumers say that these examples of success stories influence their decision.
It also helps to reiterate statistics, and not only for your company, but for the industry in general. Trends and numbers can remind users of the problem they came up with, and that increases their desire for you to help them solve it.
4. Give details of the process
Another great way to inform the reader about your company, but doing it in a way that applies to them, is explaining the way your services work. This can help alleviate the fear and doubt of conservative shoppers or consumers who want to know how things are going to happen before they give you your credit card.
5. Direct readers to take action
A cornerstone of good direct response marketing is that every page or post leads somewhere. In an age when attention spans are eroding, every second counts.
Too often, the “About” page is a dead end. If a consumer has taken the time to get to know you, consider including a call to action somewhere in your section, with a link to the next steps you want them to take. Or at the bottom of the page, remind readers to join your newsletter or redeem a free gift. It may sound pushy, but if your call to action is in line with what you just communicated in your section, taking that action becomes the next logical step.
Implement these small changes in the “We” section of your page and leave the straw out. You'll communicate what your company does more clearly while inspiring customers and consumers to act.