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The “About Us” page seems to be irrelevant for many startup founders. However, this is an unmissable opportunity to get your customers to know your company and who’s behind it. Depending on how it is written, it can lead to a customer won or lost.
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According to research conducted by GetUplift, the most important page for every startup is the About Us page. This doesn’t come as a surprise because investors and potential customers look for signs of trustworthiness and credibility in this section. No matter how if your business model is sustainable and you have the best developers, it’s ultimately about the way you look at your brand and your goals.
Let’s face it - writing an eye-catching About Us page is the elephant in the room for most startups. Brand managers and marketers know the goals of the startup very well, but they don’t know how to express it. They have to walk the fine line between presenting themselves and their importance to potential customers.
In this article, we will cover the seven staples of writing a good About Us page for your startups. You will get a chance to present your vision in its raw form and attract investors. If you were planning on revamping your site, it’s important to make the About Us page the centerpiece of your makeover. Let’s analyze each step and its benefits.
When visitors come to your website, they already know what to expect as a part of your About Us page. Usually, they encounter long, boring historical data about how two co-founders met and something about their products.
No matter how interesting your concept is, nobody is going to want to read solely about you and only you. Potential clients will love this change of usual routine and become more interested in your brand as a whole.
Make sure the opening sentence highlight the problems and goals of your audience. Let them feel like you already know them well. Gain their trust and be understanding. A good way to start would be to describe why you decided to start your brand and website.
Nobody cares where you met your team or where did they go to school. People want to know more about your motives and the circumstances that lead you to start the brand.
For example, if you’re developing a cutting-edge app, don’t talk about its features or how inexpensive it is. Instead, write about the problems your clients might be facing without explicitly mentioning the product until the end.
Usually, marketers have trouble sharing positive data and statistics without boasting. If you cannot model your accomplishments and make them fit in the text - make a bullet-point list at the end.
Make it seem like statistical analysis or a report. You’ve described the vision from the point of view of the customer AND provided data to support your plans. Professional, right?
If you haven’t realized by now, customer testimonials are the most effective form of content in existence. According to research by Spectoos, 89% of customer testimonials bring an increase in visitors, as well as conversions.
This is a number that you simply can’t ignore. There is a lot that you can do with video testimonials and openly-displayed reviews on your home page. However, not many startups are resourceful enough to implement customer comments into the About Us page.
Why is this approach so effective? We can connect it to a series of key factors that revolve around human psychology:
It’s easy to understand why your customers should have a word. But how do you incorporate those comments in the text? For example:
“They can come in the form of Italic quotes in between key paragraphs, like this.”
If you don’t want to insert quotes or parts of customer interviews, you can boost your customer-focused accreditations. Were you ever voted the best software provider in your town? If so, boast it.
Use every verification from authoritative organizations. Humans need reassurance from other customers and experts in the said industry. Include medals and awards.
Your entire site should be visually engaging to everyone who enters it. Regardless of your target audience, you need to have the right mix of multimedia content to keep the section exciting.
Don’t be afraid to include animations, images and even videos. The average website visitor has a short attention span and you want to use the most important page on the website to make a lasting impression. For example, you can create a timeline about your development as a brand. Here are some other ideas:
Use different types of media and make sure it doesn’t jeopardize the excellent loading time you already have. Be smart and don’t overburden your page with media. Sometimes, a few effective images and videos can accomplish the best introduction.
Remember when we said that no one wants to read how you and the other co-founder met? Well, that is still true, but it doesn’t mean the client doesn’t want to hear about interesting details.
This urge to find out about details is very useful, but it can lead to a boring and uninteresting story. Save yourself some trouble and follow this set of steps for telling a good story.
The About Us page is your big chance to get immediate contact with interested clients. You’ve added a bit of intrigue, told the most interesting bits, now it’s time to respond immediately and add the final touches on your pitch.
You need to know who you’re targeting to get the best possible results out of the About Us page. Sure, there are details and tricks that work for all audience groups, but such an approach won’t lead you anywhere.
You have to focus on a small group of potential customers and target them aggressively with all the writing tools at your disposal.
Let’s face it - you can never be objective towards written content that you have created. It’s impossible to be impartial to something you personally want to succeed. That’s why you should send drafts of your finished About Us content to everyone in the startup.
You can even ask some of the most loyal clients to give you their detailed impressions. Management can also point you in the right direction and even give you some of their suggestions. Our best advice would be to present the section in a meeting and ask everyone for immediate input and criticism.
Another good idea is to separate people you’re sending the content to into two groups - one with education in your niche and others without. Experts can point you in the right direction, but it’s important to know if the average layman can become interested in your services.
If they can’t understand what you’re writing about, you will never be able to attract new customers at a sustainable rate. Be conversational, but clear. Never write sentences that are too long and listen to everyone’s impression.
Divert attention from yourself, instead focus on your services and the goals you want to achieve. Make everything about the reader. Let them feel like they’re going to be a part of the family. Be convincing and point out the most crucial values you represent. As you learn how to express yourself through the brand, investors and clients will become more interested in what you have to offer.
Scott Matthews is a senior copywriter and editor at EssayMama. His revolutionary work highlights the importance of automation. Through courses and blog posts, Scott taught many entrepreneurs and marketers about how something as simple as EduBirdie can be useful for content development. Some of Scott’s hobbies include surfing, reading macabre works and cooking.
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