Why do you click on ‘About Us’ pages when browsing a website? Idle curiosity? A desperate attempt to find out ‘who’ the company is and what they do? A desire to find out more about the person or people behind the brand and connect further?
In my case, all of the above apply at different times.
I’m the first person to say your website copy should be about your customer and their challenges rather than your business. But the same rules don’t apply to your ‘About Us’ page, which is your opportunity to talk about yourself as much as you darn well please.
It’s a bit like being at a party. You do all the right things – ask the right questions, listen, strike up a rapport and then the other person asks about you. You need to answer. On your website, your ‘About Us’ page provides the perfect opportunity to reinforce your brand position, qualify why you’re ideally placed to provide your product or service and most importantly – connect with your reader.
Photographer Vicki Knights does this brilliantly. She talks from the heart – reassures me, provides a little about herself with which I can identify and explains (without boring me) why she’s qualified to do what she does so well. Importantly, she’s also got a great photo – eyes at the camera, looking relaxed, engaging and reassuring.
Take a look at your website’s ‘About Us’ page and ask yourself – is it easy for people to see why they should do business with you? Can they see, literally see, who is behind the business? And have you reinforced your brand position?
Fiona Humberstone, Flourish design & marketing