When you’re building a website, it’s tempting to get distracted by all the bells and whistles of the design process and forget all about creating compelling content. But having awesome content on your website is crucial to making inbound marketing work for your business.
So how do you balance your remarkable content creation with your website design needs? Why, with your ‘About Us’ page, of course! For a remarkable ‘About Us’ page, all you need to do is figure out your company’s unique identity, and then share it with the world.
I know … easier said than done.
Still, there’s no excuse for you to neglect one of the most important pages on your website — which also happens to be one of the most commonly overlooked pages. Let’s read on to discover six companies with awesome ‘About Us’ pages and see how you can emulate them on your own website. By the end of this post, showing off how awesome your company is won’t seem like such a challenging feat.
Why the ‘About Us’ Page Rocks: It tells us a story.
Have a cool story about how your product or service was created? Put it on your ‘About Us’ page. Good stories humanize your brand and provide context and meaning for your product. What’s more, good stories are sticky — which means people are more likely to connect with them and pass them on.
Yellow Leaf Hammocks does an amazing job of telling you about its product by describing the founder’s journey to Thailand and the birth of his “big idea” for the brand. Like any good storyteller, Yellow Leaf Hammocks uses words to paint a picture, rather than simply describing the events that happened. Sentences like “the hammock wrapped around him, cocooning him in its cloudlike embrace” immediately give you a mental picture of what’s happening.
Every company has a story to tell, so break out your storytelling skills from that random English class you took years ago and put them to work on your ‘About Us’ page. Using descriptive and emotive copy, an ‘About Us’ page with a story works harder for your business than a generic one.
Why the ‘About Us’ Page Rocks: It shows some personality.
You’re not like everyone else — so why should you sound the same as everyone else? Stand out with an ‘About Us’ page that shows off who you really are with witty headlines and a real brand voice.
That’s exactly what video production company LessFilms accomplished on its site using witty copy and the image of a large wrestler (yes, a wrestler). Although the wrestler dude and the funny headlines have nothing to do with LessFilms’ business model or product, they show off the founders’ sense of humor and give the brand a personality.
Why the ‘About Us’ Page Rocks: It’s human.
People tend to think that ‘About Us’ pages have to sound formal to gain credibility and trust. Most people find it easier to trust real human beings rather than a description that sounds like it came from an automaton. Trying to sound formal on your ‘About Us’ page results in stiff, “safe” copy and design — the perfect way to make sure your company stays invisible.
Eight Hour Day does a great job of showcasing the people behind the company to make the brand seem human. Including the founders’ names in the header of the website and featuring the photos of them on the ‘About Us’ page drives home the point that Nathan and Katie are a “couple that loves to create.” Even the picture of their dog makes you think Eight Hour Day has real people behind the brand.