Want to make the most of your “About Us” page? Here are 3 helpful tips and specific examples of small businesses that have it nailed.
Your ‘About Us’ page.
The one area of your small business website where you really have a chance to tell your story—who you are, what your small business is all about, and what makes you unique from your competitors.
Unfortunately, it’s one area where a lot of small businesses really miss the mark.
They either focus entirely on the wrong things, include a bunch of totally random information that doesn’t flow together, or don’t include enough text to add any real value.
How can you craft a great ”About Us” page for your small business? Here are my top 3 tips:
1. ESTABLISH A CONVERSATIONAL TONE
It all starts with compelling content and a conversational tone. Instead of treating it like a boring writing assignment, think about how you would tell your story to someone if you were speaking with them face-to-face.
What would you say? How would you say it?
Would your delivery be stiff and academic, or would your face light up with excitement when you talked about opening your doors for the first time? Spoiler alert–I’m hoping you answered the latter.
As part of their story Hiut Denim decided to focus on their town and the vital role jeans and manufacturing played there for 3o years.
By doing so, they made something as common as a pair of jeans and made them into something more–something that could breathe new life into a small town of 4,000 folks. You can’t help but pull for them.
2. TELL YOUR SMALL BUSINESS STORY
To create dynamic ‘About Us’ content for your small business website,start by answering 3-5 questions from the list below. Although there’s no one-size fits all template, I’ve found these can be very helpful when structuring your story and trying to get those creative juices going.
- How did you get started? This is where you get a chance to tell visitors to your small business website how and why you exist—the perfect beginning to your creation story.
- Where did you get the idea for your small business? That “aha” moment when you realized you were might be able to turn that hobby, dream or passion into a viable business and something you hoped your customers would absolutely love.
- What’s the story behind your products? How are they made? Designed? Give people a peek behind the curtain so they can get a true sense of the craftsmanship that’s involved in bringing your creations to life. This content can be incredibly powerful when helping to differentiate your small business from big box retailers.
- Where do you look for your creative inspiration? Travel? Nature? Music? Family? Friends? This is where you have a chance to form more of a personal connection with your audience by sharing a little bit about your creative process.
- What’s your background? Here you can establish instant credibility by talking about your professional and personal experience as it relates to your business.
- What’s your vision for your small business? It’s easy to get excited about a small business that has dreams and aspirations about where they’d like to be 5-10 years from now.
- What motivates you? What gives you that fire in the belly—the thing that makes you hop out of bed bright and early each and every morning to work on (and for) your small business?
- How has owning a small business changed your life? This is where you have a chance to really talk about the positive impact owning a business has had on you both personally and professionally. When it comes to telling the story of your small business, it doesn’t get any more powerful than that.
Here, Glitter and Grit uses their “About Us” page to share the story behind their name, their motivation for starting the business, and what prospective customers can expect when they visit their boutique.
3. SHOW SOME PERSONALITY
I have to admit I have a huge soft spot for any and every small business that takes the extra time to write a unique “About Us” page. Instead of focusing on boring details or just mailing it in, they use their content to capture their passion and personality.
As you create new “About Us” content, always make sure you read it over from beginning to end out loud (this is really important) to see if everything flows together and if you captured the personality of your small business.
Remember, the tone of your content should typically read as though you’re having a face-to-face conversation with a first-time customer. If it does, you’re well on your way. If it doesn’t, it’s time to make some tweaks.
Instead of going with something totally bland, Sapling Press decided tohave some fun with their “About us” page by sharing tips they found in an article titled ”Are You Making These 7 Mistakes with Your About Page?”
They start off by responding to each one of the mistakes including what they’ve done to try to avoid them. They wrap things up by sharing a summary of their business that’s short and sweet–and all under 200 characters.
Of course, great ‘About Us’ pages can’t thrive on words alone.
You should always look for opportunities to incorporate images that help complement your small business story.
Take the Hiut Denim image above. Since they were talking about manufacturing and craftsmanship, including a photo of someone creating a pair of jeans by hand goes hand-in-hand with their content and really does a great job of reinforcing their messaging.
What about you?
Which one of the “About Us” pages above is your favorite and why? Share your thoughts in the comments below.