Building an About Us Page

Share Your Story to Connect and Build Trust

An effective "About Us" page does much more than outline your company history. It conveys and builds real connection and trust with an audience. Making it a crucial part of any website that helps potential customers determine how they feel about your brand. Take look at our detailed guide to creating a strong "About Us" narrative, to bring in that connection and trust factor.

Begin with Your Story

How was your company born? Think about the origins of your where your business started out. It is not a mere dry list of dates and facts. Instead, tell an engaging story that draws readers in. Did your business start in a small garage? Or was it some major life event that influenced you? Excite yourself and talk about that vision that led you toward its creation.

For example, Airbnb’s About Us page narrates the story of how the company began when two hosts welcomed three guests to their home in San Francisco and has since grown to over 4 million hosts who have welcomed more than 1 billion guest arrivals. This relatable story not only explains the company's origins but also connects with the audience on an emotional level, showing the power of a compelling origin story

Highlight your team

Introducing your team (if you have one but just you is just as good) is a great way to make your brand more human. Share short bios and photos of key team members. Let your audience see the real people behind your business. Include diverse skills and backgrounds that show the depth of expertise within your company.

Take a look at Patagonia’s Core Values page. It emphasizes the passionate people behind their products, reinforcing their commitment to environmental activism. They highlight team members' dedication to their cause, which resonates deeply with their eco-conscious audience.

Highlight Achievements And Milestones

Building a timeline of your company's growth and achievements can give that much-needed proof of credibility. Include key achievements such as awards, big product launches, and other key things. You might also incorporate customer testimonials to further gain credibility through the principle of social proof.

For instance, Warby Parker's About Us page highlights their mission to provide affordable eyewear while giving back through their "Buy a Pair, Give a Pair" program. To date, they have distributed over 15 million pairs of glasses to people in need worldwide. This impactful milestone not only showcases their growth but also underscores their commitment to social responsibility. Warby Parker's annual Impact Report provides detailed insights into their sustainability practices, charitable initiatives, and the expansion of their vision care services

Images

Use high-quality images for an "About Us" page. You can post pictures of your team, office, and products that help to keep the attention of the user when narrating your story. While, Infographics will illustrate data and statistics relating to your business in a more user-friendly manner visually.

Think about professional images of your team at work, images of your office space, and images of your products in use. These images break up the text and hold the reader's attention.

A best-in-class example of visual storytelling is Nike's About Us page. Their use of high-quality visuals paints a picture of their products in action, the athletes wearing them, and the innovative design of each. This truly makes the page not only aesthetically pleasing but also serves to remind the user of the brand identity and values at the core.

Include Your Unique Selling Proposition (USP)

Your unique selling proposition or unique value proposition is literally what makes your company unique. Why should customers pick you over your competitors? Where possible back it up with real-world examples or case studies that embody your unique selling proposition.

Take a look at Mailchimp's About page: they state their mission is to empower small businesses through easy-to-use marketing tools. Showcasing their values and unique benefits makes it clear why customers should choose them. Simple and uncomplicated.

Be Authentic and Transparent

Authenticity and transparency are words that get used a lot when it comes to the digital side of businesses. This is with very good reason, they are crucial for building trust. Share the story of your business honestly, including challenges you've experienced and how you overcame them. Tell anecdotes or personal stories to reflect the personality of your brand.

For an example of this approach, take a look at Ben & Jerry's Our Values page. They share their history, social mission, and ongoing challenges in a very transparent and relatable manner. Their honesty and commitment to social causes resonate strongly with their audience.

Encourage Interaction

Include a call-to-action (CTA) on your "About Us" page. Invite your readers to subscribe to your newsletter, follow you on social media, or write to you directly. A call-to-action invites your reader to go from being just a visitor to an active member of your community.

For example, Slack's About Us page has awesome CTAs. It invites the visitor to find out more about their team, read their blog, and join their community. This kind of engagement could help make the emotional connection deeper and thereby more strongly persuade the visitor into taking the next step.

It’s more than just a page on your website that has some information about you. Your "About Us" page is a dynamic tool within the process of audience engagement that is key to gaining trust. As long as you're authentic in sharing your story, highlight your team (1 or 100), and showcase your achievements along with those thing that go beyond business you’re on the right track to transforming the relationship between your brand and your audience.

If you would like more ideas on how to build the ideal ‘About Us’ page feel free to get in touch at letstalk@usual.ie.