The ‘About Us’ page is a must-have for any business creating a website. One of the most important pages on your website, the About Us page helps you to establish a unique brand identity and convert leads into sales. That’s why you should put more thought into copywriting the web content for that page.
Your visitors go to the About Us page to get a sense for your business. They want to know who you are and whether they can trust your business, product or service. Keep these 5 copywriting tips in mind when you craft content for your About Us page.
1. The golden rule: it’s not about you, it’s about your customer
Although the page is titled About Us, the golden rule to remember is that it’s not about you, but about your customer. It’s perfectly fine to include a narrative about your company’s beginnings. After all, this is about your brand history and heritage. But don’t make this the focal point.
Instead, focus on your customers and how you can address their needs or solve their problems. Put yourself in your customers’ shoes and imagine what sort of questions they have about your product and service. Then, craft your content to answer those questions. Always, always, keep your target audience in mind.
2. Adopt a friendly tone
Your customers want to know that they can count on you. They want to get a feel for who you are and how your values resonate with them. So, use a friendly and conversational tone when writing your copy.
A very easy way to do this is to use the first person tense when you are doing your copywriting – as if you are talking to your customers in person. Using terms such as ‘we’, ‘us’, ‘you’ and ‘your’ humanizes your business and makes you come across as more approachable, relatable and personal.
3. Make your business stand out
The About Us page is a chance for you to tell your customers why your business is unique and how you are different from your competitors. Use facts and figures to back this up.
Does your product use a special formulation or ingredient? Do you have an exclusive technique or method for teaching? Is your product one-of-a-kind?
Whatever business you are in, think about why your product or service is superior to others. Find your customers’ or prospects’ hot buttons and demonstrate how your service or product can solve their problems.
4. Show your passion
Let your brand personality shine through in your About Us page. A wonderful technique to do this is to tell a story that captures the heart of your business and which draws attention to your strengths.
Be positive and upbeat. Use this narrative to showcase your passion for the business and for helping your customers. This will make your customers want to know more about you and what you do or sell.
5. Don’t forget to market yourself
Let’s not forget that your website is here to help you with your business – whether it’s through generating leads, clinching an online sale or getting newsletter sign-ups. Besides providing information, you need to promote your products or services.
Always link back to why your customers should shop with you or use your service.
For example, if you are showcasing your years of experience or the prestigious awards you have won, what does this mean for your customers? Explain why this is important and how it translates to better products or services for your customers.