Often relegated to the footer of the tree of websites, the “about” page is of particular interest to the user. Indeed, it is the latter that your new visitor will consult if he wants to learn more about you and your company. Too often, this page is overlooked or overlooked, and pushes the user to find answers to his questions via other sources. When they are well written, these pages can allow you to translate your values, and your personality, while giving the basic information to which they are destined. In this article, we gives you some tips for writing “about”, or “who are we”, quality pages.
Prepare your “about” page, or “who are we”
What is an “about” page?
The main purpose of a page about is to explain what you do, what is your activity. Except that most of the time, this page consists of texts more or less digest summarizing roughly your activity and the people who work there, and this is the mistake. If you think of your “about” page as a marketing tool, you will find that it can make you look better than you think. In broad outline, the “about” page should contain:
- Catchy lyrics, more “catchy” than a classic “about”
- A description of your missions
- A clear description of your company and your contribution to your main customers
- Harsh visuals about your activities that make you want to come to you
- Videos, figures, or any other content that may enhance your company
In general, your “about” page or “who we are” should be accessible from your footer, but you can consider making it more visible, in your header menu, if your page is “sexy”.
Why are these pages important?
All businesses need to promote their business, their values, and differentiate themselves from the competition. Of course, it’s often the same terms that come up when we talk about defining value, but the story of each company is unique, and the “about” page is an excellent vector for your story telling. Use this page to express your singularity, because it can do a lot when it comes to acquiring the loyalty of your customers. If your story is strong enough, and well told, you will strengthen the sense of belonging of your clients, and may even convert some as ambassadors.
It may seem like a lot of weight for a single small web page. But, an “about” page combined with an effective website, and mastered content, can completely change the perspective that users have of you over the medium-long term. In summary, we can consider that there are three main reasons to make a page “about” quality:
- It offers an important opportunity for differentiation
- It can help you shape your story telling
- In the end, she can help you build customer loyalty
Write your “about” page in 7 steps
Now that you have gone through the main reasons why you should build a “about” page, or “who are we” qualitative, it’s time to plunge your hands in the grease, and realize our page.
Determine what it should contain
Do not leave the ball in mind by listing all the information that comes to mind. Take the time to structure your page, it will allow you to ensure the intelligibility of your content, while making sure you do not miss any details.
- What section does my page need? Think about the key elements, such as your values, your goals, a quick description of your business, your story.
- Who should you contact for information? Take a tour of your experts, your historical employees, according to the different elements that you want to include in your “about” page. They have a legitimate opinion and always source good ideas to describe your business.
- How are you preparing your visuals? If you have a design team, you have your answer. If not, take the time to find the person, or the provider, who will best meet your expectations. Images speak better than a long speech, so your graphic design should not be overlooked.
Make a check list of the achievements to be made
In order to make sure that your page is built without omitting information, we advise you to prepare a small checklist of the different actions to be taken to build your page, including:
- Search time (brainstorm, structuring of the page, etc …)
- Compile documents about your company (reports, presentation, mission statement, etc …)
- Describe the outline of your “about” page
- Write the contents
- Prepare the visuals
- Set up the page, and reread it
- Publish the “about” page on your site.
Write your mission statement
Today, customers increasingly need to believe in the values of the company before moving on to purchase. That’s why your mission statement, the ultimate goal of your business, must be clearly identifiable. You can rely on the example of Nike that we saw above, their “mission statement” is very clear, and you jump right now.
This step is crucial because these few words can have a colossal influence on the image that visitors to the site will have of you. Make sure that the message and its wording are perfectly mastered. Not all societies can have great goals, which are supposed to guarantee the persistence of all mankind, but every enterprise certainly possesses an identity of its own.
Explain what you do
Beyond your ideas and your values, people who visit your “about” page should have a clear idea of the product and / or service you offer them. To best explain to visitors what you are doing, consider including in your remarks the following points:
- What exactly do you propose?
- How do your values contribute to the success of your products / services?
- How do these impact the day-to-day lives of your customers?
Even though this “about” page is supposed to speak about you, it’s really about explaining to visitors why they should buy your products or services. Talking about you, while focusing on the solutions offered by your products / services will guarantee you an effective “about” page.
Summarize your business history
You certainly know the saying that those who forget where they come from, always end up getting lost one day or the other. This is true for companies too. When answering the famous question “who are we? It is also important to explain where you come from, where your values come from, where your product / service ideas came from. Tell your story, tap into the roots of your business to bring out what makes it unique. Thus you will strengthen your brand and the adhesion it arouses. Never forget one thing: storytelling is a valuable ally when it comes to marketing. In summary, think about:
- Identify the key moments of your company’s journey
- Make a clear history
- Do not just describe these moments: tell them.
Talk about your values
Defining the values of a company is often a priesthood. Often, it is the same words, same concepts, that we see blooming everywhere on the web. One thing is certain: repeating what everyone has already said will not help you stand out. The first mistake to avoid is to enumerate key words without much explanation, a little sticky here and there like post-it. Your values are the keystone of your company, and your storytelling: put in value, explain them, tell their story.Your values do not need to be listed as mere words either. It can be a sentence, an expression, an image …
If your company is struggling to define values, or to highlight key concepts that would make you stand out from the competition, do not go headlong with words, or expressions, skewed or already overused. In this case, we advise you rather to skip the “value” part, to focus on everything that has been listed so far.
Integrate visual elements
As you already know, pictures sometimes speak much better than long speeches. This is even more true on the web, where users are very volatile. Your “about” page is a good place to integrate powerful visuals, like photos of your business, graphics, videos …
Conclusion
An image is sometimes better than a long speech. The “about” page, or “who we are”, or even “about us” if you work in English, aims to reassure your users about your skills and professionalism. Often neglected by novice web entrepreneurs, or those still uncomfortable with their digital presence, this page is nevertheless a key asset to acquire new customers. By following these tips, you guarantee a relevant “about” page, which will convince your users.
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