3 Steps to Craft an ‘About Us’ Page With Strategic Storytelling
Creating content for your "About Us" page isn’t a particularly fun venture — you might even be cringing right now just reading about it. But for a Denver-based tech company that recently underwent a full makeover on its About Us page, the process was not only enjoyable, but extremely lucrative.
Instead of the typical boring About Us page copy, the owner broke the rules and told the story of the day she chose their mission statement — an authentic, true story to illustrate why the company does what they do. Shortly after the new About Us page launched, a prospect called and said, “I just read your About Us page … you’re hired.” The prospect didn’t even ask about fees or negotiate, or want to sit through hours of planning. They just wanted to be a part of that tech company’s story.
Sounds simple, right? So many businesses miss this opportunity to leverage their story, humanize their business and close the deal, all with one click from the homepage.
In three strategic steps you can use your story to transform your About Us page into a deal-sealer.
1. Find Your “Aha!” Moment
Your About Us page should start with the moment you realized what you wanted to do. What passion drove you to start your business? When did the first spark of inspiration occur? Was it the result of an unusual or negative experience? Did you realize that there was a problem you could solve, or that someone was doing something poorly and that you could do it better? These moments might not seem dramatic enough to be worth telling, but that’s actually a good thing; your customers want to see a compelling yet truthful story that they can relate to and understand. Save the drama for Hollywood and stick with the real version of why you decided to start your business.
That being said, you don’t want to tell a story just for the sake of telling a story. The content you choose to include on your About Us page should be strategically chosen so that readers will take action. Whether your goal for your website is to generate leads or close sales, your About Us page is instrumental in accomplishing that goal, and to do that you need to find the best story for the job. If several instances led you to start your business, choose the one most likely to inspire those reading the page to act.
2. Paint the Picture
Once you’ve found the “aha!” moment that will be your story, describe it vividly. While your story is what readers will relate to, the imagery you use to tell the story is what will draw them in. Illustrate the time, place and setting so well that people who read the story can picture the exact scene. Tell readers exactly where you were when it happened, and hone in on specific details.
3. After the Story, Deliver the Facts
After telling the story of how it all began, articulate what you can do for your potential customers: what services you offer and what problems you can solve for them. Although your About Us page is about your company, nothing should ever be written without the consumer in mind. An About Us page fails if a visitor leaves without knowing both why you do what you do and what you actually do. Finally, wrap up the About Us page with a strong call to action — bonus points if your call to action can reference your story.
The About Us page is one of the most frequently visited pages of any website. It should use your brand’s story to produce empathy in visitors, but should also clearly define the problems you can solve for them. Telling a truthful story that shows authentic humanity within your business builds trust with your consumers, and if consumers believe in your story, they’ll likely become customers — just ask the tech company in Denver whose biggest problem now is managing a steady stream of new business.
Kindra Hall is a storytelling advisor to top entrepreneurs and brands, helping them to capture attention in a crowded marketplace. She is a storytelling keynote speaker and travels internationally delivering her storytelling workshop for audiences ranging from sales teams, marketing groups and leadership forums. For more information please visit: www.kindrahall.com