When you’re building a website, you may have dozens of stories you need to tell, big and small, but perhaps the most important one is the tale that underlies your brand. A great “About” page or brand history can make a significant difference in how users perceive your firm … and in turn, how compelling they’ll judge your brand against your competitors.
You have to make your story matter. But what makes a great “About” page? The three sites below are doing it right. Take some lessons from their example and make the story your own.
Start at the Root
A site’s “About” page often focuses on the people behind the operation, or the purpose of the brand. But sometimes it dives too deep and too fast: readers don’t have an opportunity to figure out how they got there.
Take a little time to tell readers why you started a business, what the name means to you, and the skills that carried you this far. You don’t have to relate your life history, but your company didn’t appear out of thin air; take your visitors back to its roots.
“About” page storytelling will vary for different types of businesses, especially when a startup gets compared to a firm that has years of background. For example, Erin Szymanski’s wedding planning brand Glitter & Grit is a young company, so Szymanski talks about her own experiences as a bride.
It’s a simple tale of personal history that lead to professional expertise, and it’s very different from, say, Green Residential’s brand history, which stretches back 30 years.
Whether you’re still trying to build a client base or your brand is a longtime pillar of the community, construct the narrative in a way that offers a sense of scope, but with enough personal moments to help a reader feel a connection.
One of the best ways to build connection on your brand’s “About” page is by using dialogue and pictures so customers can attach faces and voices to your brand. This is the reason we often see corporate portraits on “About” pages.
But you don’t have to limit yourself: a high-quality candid is often more effective in creating connection than a formal portrait. And though a third-person narrative might sound more authoritative, think about how natural good first-person storytelling can be. Why would someone else be talking about you if it’s not a testimonial?
If you’re having difficulty composing a solid “About” page, consider opting for a video instead. Videos integrate both dialogue and the personal impact of moving images; plus, they improve site engagement. Studies have shown that sites people spend the most time on tend to feature video. more than those that only have still photos and text.
A well-edited video is also an effective way to present multiple voices quickly and clearly.
As vital as your story might be for readers, they can trust your voice only so far. You’re out to sell them something, after all!
So it’s worth adding client testimonials to your “About” page. When readers see authentic responses from your customer base that attest to the quality of your products, customer service, and character as a business, they’re more likely to develop faith in your brand.
When potential clients read such statements and feel they can put themselves in the shoes of past clients, that’s your ultimate goal.
If customers don’t seem to be connecting with your brand, it’s time to revamp your “About” page. Put your face out there, tell your story, and take the trouble to get personal.
You aren’t just a website URL or a brand name; you’re a company that’s committed to the highest quality of service and you have to communicate that in every possible way.