Starting a new business is an exciting time, and your website is one of the most important tools at your disposal. It’s a shop window to the rest of the world, showcasing not just your products or services, but also your brand.
The About Us page is one of the most important ones you will create. Generally, it’s the first page people will go to after first landing on your site, so they can get a better idea of your business. This is particularly true for startups, as you are new to the market, so it’s unlikely people will know too much about you beforehand.
It’s crucial you get this page right, and below are some things you should bear in mind, along with tips on what to include.
Be a storyteller
Don’t be vague here – some startups think that because they’re new, they don’t have much to say. But if people are going to this page to find out more about you, make sure you tell them your full story. Speak about your values, how you started, and what your Unique Selling Point is.
What made you start the business? Did you see a gap in the market and have a brainwave? Perhaps you worked in the industry for many years as an employee and decided to start your own business. Be specific – people want to know how the business got to the stage it’s currently at.
Speak to the customer
Businesses are there to solve problems. You are providing a solution to the problem, so imagine this page as a direct conversation with your target customer. If your customer base is particularly niche, then you can really hone in on them. For example: “we supply treadmills to gyms across the country”.
If your customer base is broader, you don’t need to hone in like this, but still give a top-level overview of the types of products or services you provide.
The language and tone of voice should be consistent with the rest of the site, and represent the personality of your business. Some startups tend to lean towards the informal, quirky side of things, and if this is the case then make sure it comes across. However, if you’re aiming towards a corporate audience, then you’ll want to tailor your language towards them.
Put faces to names
You should also consider listing the key people within your business, especially the leadership team. Get a professional headshot taken for each person and make sure they all have the same format. For example, you’ll want to avoid having a page where some headshots are in color and some in black and white. Make sure there is a short biography of each person, with a link to their professional social network channels. You may even wish to put their email address on there, although this is optional.
If after reading the About Us page, a customer doesn’t see why you are any better than the competition, then you’ve probably lost them. They may not even bother checking out the rest of your website.
That’s why you need to get them to invest emotionally on this page. Explain what sets you apart from your competitors. Focus on your USP – are you faster, cheaper, of a higher quality? If key people in your business have worked in the industry before – particularly the founders – can you get testimonials from previous customers? Although it won’t be a direct testimonial for this business, it’s a good starting point and shows you can be trusted.
List your locations
If you have just one location, tell people where this is, ideally with a map icon which shows this in visual form. You may have a separate page with contact details, but there is no harm in showing your location on the About Us page as well. If you have more than one location, this is even better, as it reflects a bigger level of operations. By showing this on a page that people are likely to visit straight away, you are making them aware very early on in the buyer journey.
Have a strong layout
What you don’t want is for people to visit your About Us page, but immediately leave because of a poor layout. Try not to cram lots of text close together – it needs to be easy for people to read and big blocks of text are off-putting. Make sure you have enough images as they break up the text well. Finally, consider what you are putting above the fold (the part of the page a user will see before they need to scroll). If this content is engaging enough, there is more chance of people scrolling to read the rest of the content.
Link to the rest of the site
It should be easy for people to get from the About Us page to other parts of the website. Consider having links throughout the text. For example, when talking about what you do, you can link out to your Products or Services page. Other parts of the website should also be clearly displayed – either with labeled buttons across the top, or a ‘hamburger icon. This is a button with three horizontal bars. When clicked on, it lists all of the other sections of the website.
These are all important factors when creating your About Me page, but the first point is the one you should bear in mind the most. You want to tell a good story and create an emotional connection between your business and your customers. Don’t try and be overly salesy on this page – by all means show yourself in a good light, but there are other parts of your website which are more relevant from a sales perspective, such as the Products or Services one. This page is a chance for you to showcase your journey and what your brand means.
They say first impressions are everything, and this is why your homepage needs to be well constructed. Second impressions play a huge role as well though, so never underestimate the importance of a quality About Us page.