E-commerce Link: Let's Talk About You
● Create a dialogue. About Us often includes the most static, one-way content on a company's website, which can suggest that the organization is neither evolving nor growing. Yet in some instances, companies with relatively unchanging About Us content manage to support dynamic and compelling Facebook pages and Twitter feeds.
Delivery giant FedEx is an example of a company that has harnessed its social media content to tell its About Us story and increase the company's digital presence. FedEx pulls its blog headlines, tweets and Facebook posts onto the About FedEx page to create a multifaceted, ever-changing company portrait. This integration of social media with traditional About Us content encourages interaction with users, who can easily share information about FedEx with their networks.
Questions to Consider
When revisiting your About Us section, ask yourself the following questions:
1. Does this content belong here? For instance, is there contact information or business hours contained in About Us that users will look for first on the home page before clicking deeper into your website? Or would a discussion of sustainability generate more leads and sales if tied directly to content on products and services pages, rather than isolated under About Us? Make your content contextually relevant.
2. Is it clear to users what this section contains? Give the About Us content a more descriptive label so users know what they're going to get. Is your About Us content foremost about the people in your organization? About the company's culture? If the more accurate label is something like "Boring Technical Information," then question whether it even belongs on your website.
3. Do the format and medium fit the message? Determine the easiest and most engaging way to communicate your About Us information. It's well known that users read little on websites. More likely, they're browsing quickly on a wide variety of devices. If the personality of your CEO is essential to your brand, consider whether users would be more likely to read several paragraphs of a traditional executive bio or watch a brief video of the CEO talking about why your business matters.