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 your story 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 Blue Bottle Coffee 'About Us' page and I was immediately hooked. What did they do to pull me in? Let’s take a look...
1. Strong Opening
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, Blue Bottle Coffee hits the nail on the head by sharing the story behind their brand--the first blue bottle.
2. Warm and Welcoming Photos
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.
Nothing helps to establish a warm and welcoming tone than the photo of the Blue Bottle 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 Content
MAY WE BRING YOU COFFEE?
Nobody wants to read boring content. Notice how Blue Bottle is able to create a conversational tone and share a short story.
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