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.
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.
7 Points to Consider
1) Focus on the audience, not yourself
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?
2) Let your customers have a word too
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:
- Word of mouth is still the king. Perhaps the best-known fact in the world is that companies want to sell as much of their products as possible. For this reason, brand trust is still high in all industries but steadily falling. People believe other people rather than the brands themselves.
- Word of mouth brings new core customers. If you select a former client and customer to participate in the making of your About Us page, he or she will be delighted to be chosen as the representative customer. They will most likely spread the good word and bring in more people.
- It adds variety to the story. Again - too many startups are focused on themselves and being talked about as the best. Why don’t you take a different route and let customers do the talking?
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.
3) Use different types of media
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:
- For instance, you can order custom content from writing service like Brill Assignment. According to that content, you can model animated videos that show a fun timeline of your development and goals. Remember, not even videos should be about you. Focus on the customers and how can you help them.
- How about having an About Us page with separate sections for every project, goal or department of yours. Record one-minute videos of department heads talking about your ventures and goals. Let the About Us page be much more than an uninformative cliche. Let everyone talk and bring their departments closer to the clients.
- If you still want to boast about your accomplishments, but not sound self-centered, you can always use infographics. The team at College-Paper can summarize reports, data and statistics to clear briefs a graphic designer can use to make interesting graphics.
- Make sure there are subtitles or writing in your videos. A lot of people browse the internet without sound. Either because of preference or the location, these people still need to hear what you have to say about your brand. Don’t prevent them from getting to know you. Of course, make all content mobile friendly.
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.
4) Tell the story, but make it interesting
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.
- First, find the most interesting information. Were there any big jumps in profit? How many offers did you get as soon as you went public? Did you score any significant deals during the first year? Depending on the length of the About Us page, you have to select a moderate number of achievements as the backbone of your story.
- Do you have any visual proof or interesting photos of your beginning? You can do a before-after comparison between your first and current office. Advancement in terms of space means advancement in profit. This lets people get the feeling that your brand is trustworthy. Use the opportunity to draw their interest.
- You can put customer reviews and social media icons, as well. The About Us should be the second thing everyone hits after the home/landing page. It’s quite possible that you want to add more things to the story, so let people expand their interest and continue reading.
- Be compelling and don’t finish everything you say right away. Only reveal the most interesting bits, and add a sentence such as “Find out more on our Instagram/Facebook/Twitter page.” More traffic equals more customers, which results in more conversions.
5) Think of how people might want to contact you
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.
- People are hesitant when it comes to giving up their money to an unknown startup online. They will want to know more about you so that they can be sure they’re not getting swindled.
- If you don’t feel like giving your full address to the strangers, you can enter the neighborhood and town you’re in. It will help you feel more secure while adding reassurance to customers.
- Have as much contact details as possible. Different people prefer to contact in different ways. For example, senior citizens won’t be so inclined to send DMs on Instagram. Therefore, you should prepare email forms, templates and even a helpline.
- To reinforce the effects of your About Us sections, make sure your social media teams respond to messages immediately. If you’re boasting about achievements, the least you can do is back them up by efficient customer service and assistance provision. Don’t hesitate to put your plan into action.
6) Analyze the demographics of your audience
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.
- There is no method of writing that is considered the best. You have to keep an eye on the rules of your particular niche and decide what you can and can’t use.
- No slang whatsoever. Even if you’re targeting college graduates, you can’t use slang when describing an innovative product or solution. Above everything else, you have to be serious and adopt a no-nonsense attitude.
- Use the data gathered by analytical tools to analyze the average age of customers. If your visitors and customers are mostly young people, you can implement some excitement into the tone. Older audiences prefer crisp explanations and highlight key details. Don’t hesitate to underline or bold any of the crucial data.
7) Ask as much people as you can for insight
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.