How To Create The Perfect About Us Page

The advice I’m going to share with you is simple. The proven tactics below will give you an idea of how you’re going to approach your About Us page. It’s not a step-by-step guide. Instead, I’m sharing techniques that you should keep in mind while writing. So let your creative juices flow and craft a page tailored to your brand!

About Us Page That Will Set Your Apart From The Crowd

Know Your Brand

If you don’t know who you are as a brand, you are setting yourself up for failure. So research your brand. The first set of questions to ask when creating a brand story is:

• Why does your brand exist?
• What is the ultimate goal of your brand?

Think about the brands you love. They are the ones who want to make a difference.

We all have a friend who loves Harley Davidson. Of course, the company makes cool bikes. But it’s more than cool bikes. It’s because they want people to have more exciting lives.

Or take L'Oréal Paris for example. You’ll feel special just after reading their tagline: Because you’re worth it. So have goals that everyone wants to be a part of.

The next set of questions you should ask are:

• What makes your brand so special?
• What makes a brand unique is why it does what it does?

Harley Davidson’s core belief is “Freedom is exhilarating.” It’s happily ever after is, “People have more exciting lives.” The North Face’s core belief is “exploration empowers us.” It’s happily ever after is, “people appreciate and preserve the outdoors.”

So are you following how knowing about the brand can be a game changer? These questions are simple but when you know the answers to them, you get ahead of the game.

You may have to read a lot about your brand. So have all the materials on every line that calls for research. You may find a game changing fact after hours of research. But that single fact can turn out to be the keystone of success.

Whoever takes the pain in copywriting wins. Sparing the midnight oil will not get you very far. The person who thinks this kind of writing is trivial doesn’t know how much work is involved in a single page. Days of work sometimes.

Sure, the copy seems simple, but it’s backed by a lot of research. So this is no lazy mans field.

Know Your Consumer

A good About Us page correlates with how much you know about your consumer. So in one way or another, learn about them. You can meet them in person before writing your page. Or you can send out questionnaires to learn how to strike responsive chords. Use Google as well.

Whatever you do, make sure to study the consumers. There’s no space for guesswork.

Place yourself in the position of the reader. Once you do that, you’ll see how this one factor plays a big part in your success.

So far, you might be wondering, “This guy keeps talking about salesmanship.” That’s because copywriting is salesmanship. One major mistake you’ll see in copywriting is that writers try to sell people what they don’t want. But next to that comes lack of true salesmanship.

Offer Service

Again, you’ll have the question, “It’s my about page. It should be about me. Why am I offering service?” You see, people don’t care about how great you are. All they care is what they get. It’s harsh but it’s the truth.

So craft your About Us page from the customer’s perspective. Offer them service. Offer wanted information. Site advantages to them.

You’ll find that some pages seem altruistic. That’s because their writers know human nature and how people are led to buy.

As I was talking about in the previous section, advertising is salesmanship. This might be the most important point in the whole article. You want to make sales as a result of your copywriting. So judge it on the basis of actual sales.

What does a salesman do when you meet him? He expresses himself briefly, clearly and convincingly. In a similar way, your copy should be simple enough to appeal to normal people. There’s no need to have fine writing or literary style.

Does a good salesman have to be a good orator? I doubt that. He just have to talk about how the product will help the customers. The same goes for written words.

So whenever you are writing copy, keep an ideal customer in front of you and ask yourself, “Would this help a salesman sell your brand?” "Would it help me sell it if I met the buyer in person?"

There’s no need to be a performer in your copy. Don’t abandon your part. Don’t seek applause instead of sales. It’s a big advertising fault. Instead, focus on offering service.

Tell Your Complete Story

Now comes the story part. Normally, there’s no limitations there on the amount of copy. Whether long or short, tell your complete story. But for internet audience, try keeping it under 500 words.

Of course, here you want to talk about helping customers as well. This storytelling will help you make an immediate sale.

The more you tell the more you sell. And you’ll find that this mantra never fails.

What’s your story in one line? Share with our audience in the comments below!