How are we supposed to get consumers to like us, share our values, and feel validated by doing business with us if we don't connect with them on a human level in a human voice?
Since I wrote my column about "The Power of the About Us Page" (remember 2006 when MySpace was really popular?), not a week goes by that I don't receive a comment about it. Every website needs an "About Us" page; it's one of the most important but undervalued elements of a company's website. This is especially true in a world where social media profiles allow us to connect content to people. The "About Us" page needs to show and tell about a company's human side.
"About Us" is often the most neglected page on any website - if the page exists at all. It can put a human face on an otherwise technical, dry, and impersonal website. Properly written, it can provide some serious buying resolve to certain customer segments.
Humans want to connect with other humans. That's easy to forget in an overly-transaction-focused business world. This critically important page allows visitors to connect if done well. However, this page seems to be the most difficult for so many to write about themselves.
As brands, we should want people to like us, to share our values, to feel validated by doing business with us. How are we supposed to get them to do this if we don't connect with them on a human level in a "human voice"?
What Your "About Us" Page Should Be About
This is where you get to tell your story, why you exist, what problems you solve.
The purpose of the "About Us" page is to break down the facade of the confidence-destroying anonymity of the web and of corporations. The visitor who clicks on that page is giving you her permission to share with her all about your company, in the spirit of transparency and with an authentic voice that allows you to share all that makes you the organization that you are.
Most companies are never shy about talking about themselves until it comes to this page. However, when a visitor clicks on your "About Us" page it doesn't mean you shouldn't focus on why she is there and what problems she needs solved. Please try to remember your visitors want to know about you but from their perspective.
7 Questions to Start Writing Your "About Us" Page
Your company exists as it is for several reasons other than to make money. You could sell one of a million different products or services, but you chose (or created) your products for a reason. That reason is the story your company has to tell and the value it has to offer. Your "About Us" page is the perfect place to tell that story. If you tell that story with integrity and passion and speak to your customer personas' needs, you'll have a powerful piece that will increase conversion.
Please answer for your visitor:
Quick tip: it may help if you query your customer/fan base to share three to five words that describe what they think about when they think about "your brand."
7 Things Your "About Us" Page Should Do
Tell me why should your customers care about you? Also, please feel free to share your favorite "About Us" page in the comments below.
About Us image on home page via Shutterstock.
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Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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