Do you remember the last time you checked your organization’s “About Us” page? Have you been ignoring it lately because you lack answers to all of the questions? Or you think that updating it doesn’t really matter. If that’s the case, then you need to sit down and read this completely. You will be surprised to know how this small exercise can guide you in attaining a never like before clarity about your business. Consequently, you will be able to attract more customers and generate more sales online.
Recently, an owner of a clothing company from UAE indicated that the brand was doing exceptionally well in showrooms, but for some specific reason, the sales are not increasing in the online store. The owner stated that the company had invested quite a lot in this Magento-based website and anticipated quite a lot of traction, but the sales are not racking up.
Upon further investigation, the company’s website had very little information about the brand with a picture of its showroom. It was not enough. The brand claimed itself to be a leading name for quality fashion accessories and handbags, but did they possess any data to carry this claim forward? No.
Writing an about page for your company can be one of the most time consuming and challenging experience for a small business company. If you are selling custom T-shirts online, there is a possible chance that others are doing the same, and perhaps, better than you. With a few irregularities, words like pioneers, leading, top-quality, reliable, premium, they give little meaning and at times reveal the positioning and messaging confusions between the marketing team and the business owner.
If you have experienced the same painstaking process, you would know that writing an about page is not just about writing sun flowers and rainbows. It takes harsh honesty, a deep connection for the business, and most importantly, a vision larger than the business.
Before going into the details, let us quickly take a look at all the types of about pages you can develop for your business website.
- Mini about us page: A small paragraph about page contains one or two paragraphs containing information about your company, and you can easily figure out if it is written by a copywriter with small insights from the business owner. (Not recommended)
- Corporate page: Most of the organizations these days choose to go for this type of page because either they want to create an impression about the corporation, or they are a corporate organization run by board of directors and investors. The page doesn’t really give sufficient information about the business and what the company is actually offering. The vision and mission statement is unclear with no visuals at all. (Not recommended)
- Open letter: Brands use this particular type of about page as a means of having a conversation with the customers. These type of pages are usually very detailed, containing a lot of information about the journey of the business, information about business owners, name, and signature. (Recommended)
- Inclusive visuals: No gimmicks about this one. This type of page contains powerful copy and visuals covering all points. (Recommended)
For the sake of keeping things simple, we like the fourth kind of about page – the inclusive visual, as it allows the customers to interact and communicate more with the brand.
Why Should You Update Your About Page?
There are plenty of reasons why you should frequently update your about page and make it more visually appealing for your potential customers. Firstly, your website’s about page is not just for your customers. If you are developing this page only to gain the attention of good customers, you are seriously underutilizing your page. Of course, the idea is to sell more, but thinking just about your customers when developing your about page is like riding a jet on the roads when you can fly.
Ask yourself these important questions when creating an about page for your business.
1) What are your organization’s vision and mission?
2) How did it start?
3) Who started it?
4) What makes your brand different from the others? What is your organization’s USP?
5) Values that make your business significant
6) What are your company’s business ethics and culture?