Your 'About Us' page.
The one area of your small business website where you really have a chance to tell your story—who you are, what your small business is all about, and what makes you unique from your competitors.
Unfortunately, it’s one area where a lot of small businesses really miss the mark.
They either focus entirely on the wrong things, include a bunch of totally random information that doesn’t flow together, or don’t include enough text to add any real value.
Want to make the most of your "About Us" page? Here are 3 tips and specific examples of small businesses that really have it nailed.
1. Establish a Conversational Tone
It all starts with compelling content and a conversational tone. Instead of treating it like a boring writing assignment, think about how you would tell your story to someone if you were speaking with them face-to-face.
What would you say? How would you say it?
Would your delivery be stiff and academic, or would your face light up with excitement when you talked about opening your doors for the first time? Spoiler alert--I’m hoping you answered the latter.
As part of their story Hiut Denim decided to focus on their town and the vital role jeans and manufacturing played there for 30 years.
By doing so, they made something as common as a pair of jeans and made them into something more--something that could breathe new life into a small town of 4,000 folks. You can't help but pull for them...
2. Tell Your Small Business Story
Here, Glitter and Grit uses their "About Us" page to share the story behind their name, their motivation for starting the business, and what customers can expect when they visit their boutique.
3. Show Some Personality
I have to admit I have a huge soft spot for any and every small business that takes the extra time to write a unique "About Us" page. Instead of focusing on boring details or just mailing it in, they use their content to capture their unique small business vibe.
As you create new "About Us" content, always make sure you read it over from beginning to end out loud (this is really important) to see if everything flows together and if you captured the personality of your small business.
Remember, the tone of your content should typically read as though you're having a face-to-face conversation with a first-time customer. If it does, you’re well on your way. If it doesn’t, it’s time to make some tweaks.
Instead of going with something totally bland, Sapling Press decided to have some fun with their "About us" page by sharing tips they found in an article titled "Are You Making These 7 Mistakes with Your About Page?"
They start off by responding to each one of the mistakes including what they've done to try to avoid them. They wrap things up by sharing a summary of their business that's short and sweet--and all under 200 characters.
Like these "About Us" pages?
You'll definitely want to check out this creative "About Us" example.
Looking for even more inspiration to get your "About Us" page content flowing? Check out this FREE Quick Guide for 7 creative questions to help you craft your story.
By: Shawn Graham
[Image: Death to the Stock Photo]