Let’s begin this article on better web copywriting by agreeing what the About Us page is for…
It is to tell your story.
It’s a bit like when you meet someone new. You ask them questions, they ask you questions. You get to know each other. And that’s exactly what your audience is trying to do when they arrive on your About Us page.
Getting to know you
Our stories are worth sharing. Telling your story gives prospective customers a way to connect with your business/brand. We’ve been telling each other stories for millennia. In fact, you could say that we human crave stories.
Sadly, a lot of businesses out there tell a story in the most mind-numbingly boring way. I call it the Drone page. I’m sure you’ve read one. It drones on and on about dates and things done.
Imagine meeting someone at a party and instead of hearing their stories, they just spoke in a robotic manner, blandly recalling dates and events, without any emotion.
No emotion. No engagement. No failure. No success. Just b.o.r.i.n.g.
How can you learn how to write an about us page without resorting to the list-of-dates thing?
1. Tell them your reason for being
What are you all about? What’s the ONE reason your brand is in existence. What niche does it fill.
These nuggets are your fundamental building blocks of your story. It’s the whole reason you are telling a story in the first place.
2. Actually tell a story through your history
There is (unjustifiably) a lot of fear to do with About Us pages. But, it doesn’t have to this way.
Think of your history as a story. What is the beginning? Describe the build up. Write towards the climax building up the tension in the reader. You want them right there with you on the cusp of failure, feeling the success when you finally broke through.
Stories are naturally engaging, so use the architecture of a good story to tell yours.
3. Write about the main characters in the story
People start businesses and brands, so write about them. Why did they start it? Where did the idea come from. Where do they live?
Get your audience to like them, and feel for them through your story. Make them believable and human. Give them emotions and allow them to be seen as real people rather than plaster casts.
4. Highlight failures overcome
Nobody likes the guy at the party who has all the right answers, but no time to listen.
Share your brand’s hardships with your reader. Allow them to know what your setbacks were and how you overcame them.
These failures are the golden threads of purposeful storytelling. As you tell the reader how you nearly failed, they will empathise with your characters and cheer them on. Where you explain how you overcame the obstacle, your reader will be persuaded to consider your brand as the option they are looking for because they understand the turmoil you went through to create your offer.
Learn how to write an About Us page effectively and you’ll have champions for your business’ cause.