When it comes to small business About Us page content, you have two choices—you can get creative and showcase the unique passion and personality of your business or you can mail it in and include the same humdrum information as everyone else.
Okay, make that one choice.
Creative About Us pages capture the essence of your small business.
They convey the story behind your brand and your products and help visitors form an immediate connection with you and your team. They can come in all shapes and sizes.
And that’s what I love about them the most.
All it took was one glance at the Tonx 'About Us' page and I was immediately hooked. What did they do to pull me in? Let’s take a look...
1. Strong Opening Paragraph
Your intro paragraph sets the stage for the rest of your About Us content. You want to communicate who you are, what you do, and why you do it.
Here, Tonx hits the nail on the head by providing an overview of their business, their beliefs, and their unique value proposition.
2. Warm and Welcoming Team Photo
Nothing helps to establish a warm and welcoming tone than the photo of the Tonx team looking like they’re 1) happy to be there 2) approachable and 3) actually love what they do.
Try to visualize their page without the photo. It just wouldn’t be the same. Not even close.
3. Personality-Infused Employee Profiles
Nobody wants to read a boring bio or profile. Notice how Tonx is able to create a conversational tone and share a short story about each member of their team including their personal connection to coffee--and do it all in one paragraph each.
Since they’re in the coffee business, everything always comes back to it. Even for Scott Rocher, a self-identified newbie to the coffee game, they’re quick to point out that even though he’s new to the world of coffee, “he’s excited to expand both his mind and his palate.”
If you want to form a personal connection with your target audience, you also need to give people a chance to put a face with a name. Unfortunately, a lot of small business websites I come across don’t and that creates a real missed opportunity.
Here, Tonx includes headshots along with each employee profile. And speaking of which…
4. Employee Twitter Handles
By communicating the unique interests, backgrounds, and personalities of each member of the Tonx team, their employee profiles provide the perfect conversation starter for anyone with shared interests who wants to connect on Twitter.
And that helps to form a direct connection between their staff and others who are passionate about coffee.
Want to revamp your "About Us" page?
I've created this helpful step-by-step guide including specific questions to help you get your "About Us" content flowing.
By: Shawn Graham