Do you want more tips for taking your small business to the next level? <\/span> <\/h2>\n\t\t\t\t\t\t\tCheck out our tips and tools on how to chart your path to growth in our free Small Business Growth Toolkit.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t
\n\t\t\t\t\tGet the Toolkit<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t\n\t\t\t![\"Small](\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/small-business-growth-kit.jpg\")
\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n1. Put a face to the name<\/b><\/h2>\n\n\n\n
You can create an instant connection by showing your customers the \u201creal people\u201d behind your brand. Whether you want to use something as simple as team photos with names, roles and some additional info outlined or an introductory video, this is an easy way to get your customers to connect with the brand on a human level. <\/p>\n\n\n\n
Take Salesforce\u2019s \u201cOur Story<\/a>\u201d page, for example. By including photos of the team among the more detailed information on the company, readers get to see the humans behind a largely technical product.<\/p>\n\n\n\n2. Your business \u2018About Us\u2019 page is your story<\/b><\/h2>\n\n\n\n
Another important element of your \u201cAbout Us\u201d page should be your elevator pitch \u2013 the short, snappy version of your company story that explains: <\/p>\n\n\n\n
\nwhat you do<\/p><\/li>\n\n\n\n
what makes you different <\/p><\/li>\n\n\n\n
and why customers should care<\/p> <\/li>\n<\/ul>\n\n\n\n
It is basically the same sales pitch you’ve been busy perfecting<\/a> for your small business networking events. Indeed, you might decide that this is the only thing your \u2018About Us\u2019 page needs. <\/p>\n\n\n\nRemember that the pitch must be relevant to your potential customers<\/b>. They might quickly get bored if you simply rattle off the chronological story of your company. If you want to include this background information \u2013 for example, in a company timeline \u2013 make sure it\u2019s relevant to the customer. <\/p>\n\n\n\n
Your history is only of interest insofar as it contributes to a compelling story and how it sets you apart from your competitors, so it is important to include:<\/p>\n\n\n\n
\n- Why the business was first founded<\/span> <\/li>\n\n\n\n
- What problem you\u2019re helping to solve<\/span> <\/li>\n\n\n\n
- How you\u2019re contributing to improving your industry<\/span> <\/li>\n\n\n\n
- Your company\u2019s goals<\/span> <\/li>\n\n\n\n
- What people have experienced with your company (testimonials, etc.)<\/span> <\/li>\n<\/ul>\n\n\n\n
Simply Business<\/a> understands the importance of using content<\/a> to connect with customers and have a great \u201cAbout Us\u201d page example. Alongside their standard \u201cAbout Us\u201d biography, they include images of their team, awards and even their charity projects. This creates a tangible sense of identity while connecting on an emotional level to potential customers.<\/p>\n\n\n\n3. Tell people what’s in it for them<\/b><\/h2>\n\n\n\n
As you can see, the crucial element of good marketing copy on an \u201cAbout Us\u201d page is that it is benefit-led: Always remember to speak about what matters to the customer, rather than to yourself. <\/p>\n\n\n\n
See each page of your online presence as a chance to let potential buyers know more about your product \u2013 and your business\u2019s \u201cAbout Us\u201d page is no different. By integrating clear details about why<\/b> you were driven to create such a beneficial product or service and how<\/b> it helps customers, you\u2019re subtly selling your product by illustrating what it can do for them<\/a>.<\/p>\n\n\n\nA good example of this is Rituals Cosmetics and their online presence<\/a>. As Raymond Cloosterman, CEO of Rituals, explains, selling experiences<\/a> and a story is what really sells a product. Giving the customer a firm vision of what your brand will do for them is a key step in motivating them to make the purchase.<\/p>\n\n\n\n4. Show off your personality<\/b><\/h2>\n\n\n\n
The more personal you are on your \u201cAbout Us\u201d page, the better. A small business that still reflects the personality of its founders and employees can be a highly attractive option to a customer \u2013 they know their business is important to you, and they won’t be treated as just a number or as one income stream among many. <\/p>\n\n\n\n
As Taylor & Hart<\/a>\u2019s team describes on their business \u201cAbout Us\u201d page, founding a company isn\u2019t a 9 to 5 job and often involves a compelling story.<\/a> What jobs were the team doing before, and what spurred them on to strike out on their own? Making the company story personal is something that large corporations will struggle to do \u2013 giving your small business \u201cAbout Us\u201d page a clear advantage.<\/p>\n\n\n\n5. Build trust with social proof<\/b><\/h2>\n\n\n\n
Customer testimonials are powerful persuaders. Just think about how much you trust ratings and reviews when buying a new phone or looking for a restaurant. The experiences shared by others are an incredibly valuable marketing tool that shouldn\u2019t be skipped over.<\/p>\n\n\n\n
The effectiveness of this “social proof” has been repeatedly demonstrated. In fact, according to Salesforce research<\/a>, around 79% of potential customers take reviews into consideration before an in-store purchase and 85% before an online purchase.<\/p>\n\n\n\nFor a small company \u2013 where word-of-mouth recommendations are already an important source of new business \u2013 testimonials and customer success stories<\/a> are another important part of how to write an appealing \u201cAbout us\u201d page.<\/p>\n\n\n\nJust one or two quotes from customers can have a great effect. The more information about the testimonial the better \u2013 name, job title and company are ideal. But even if some customers won’t let you quote them by name, they might be happy with a more general attribution such as “Sales Manager” and the company name.<\/p>\n\n\n\n
6. Keep it simple on your \u201cAbout Us\u201d Page<\/b><\/h2>\n\n\n\n
\u201cAbout Us\u201d information has a specific purpose \u2013 to provide sufficient reassurance to the reader to fill them with confidence in taking the next step towards becoming a customer.<\/a> Your business \u201cAbout Us\u201d page needs to have enough information to have that effect, but be short enough that reading it won\u2019t feel like a chore. <\/p>\n\n\n\nWhile it\u2019s possible to get a little too concise and leave out important information, the opposite mistake of going into too much detail should also be avoided. Remember that although you’re interested in the details of what you do, your reader isn’t <\/b>\u2013 at least not yet. Once you’ve delivered the elevator pitch and shown the reader what they can do if they’re convinced, it is time to stop writing.<\/p>\n\n\n\n
Another tip: a short video about the team or brand is also a great way to engage and humanise your brand. Users will often click on a video over reading a text. So get filming!<\/p>\n\n\n\n
7. Turn browsers into buyers<\/b><\/h2>\n\n\n\n
While the \u201cAbout Us\u201d page is not usually a direct conversion tool (though you might want to check out these lead-generation methods that won’t break the bank<\/a>), it should move readers one step closer to buying your product. Think of it as an opportunity to remove obstacles in the customer’s mind by answering nagging questions they might not even be aware of having. <\/p>\n\n\n\nOne way to approach this is to use an \u201cAbout Us\u201d page template composed of questions and answers. A few ideas to get you started:<\/p>\n\n\n\n
\n- Who are you?<\/span> <\/li>\n\n\n\n
- What makes your brand different?<\/span> <\/li>\n\n\n\n
- Isn’t that service expensive? (The answer to this question should probably be “no”!)<\/span> <\/li>\n\n\n\n
- How do I know you’ll deliver? (This is a great place to use customer testimonials)<\/span> <\/li>\n<\/ol>\n\n\n\n
When customers are comfortable with your pitch and ready to continue, don’t miss the opportunity to act. Keeping them moving through the sales funnel<\/a> can be as simple as showing two or three suitable calls to action \u2013 you’ve put in the hard work of convincing them, and now it’s time to show them the way forward.<\/p>\n\n\n\nAs a small business \u201cAbout Us\u201d page is informative rather than overtly commercial, it is often easy to skip adding a call to action (CTA). Don\u2019t miss an opportunity to motivate readers to engage with your brand and include a clear and direct CTA. Whether it\u2019s a link to a product page or a prompt to subscribe to your newsletter, your \u201cAbout Us\u201d page is a great place to use informative content to your benefit and draw potential customer deeper into your website or collect their e-mail addresses.<\/p>\n\n\n\n
How to write an \u201cAbout Us\u201d for a new company? Listen to the experts!<\/b><\/h2>\n\n\n\n
Do you want even more tips and ideas for taking your small business to the next level? Check out our expert advice on attracting new prospects and managing existing customers for your small business in our new e-book: Small Business Growth Kit<\/a>.<\/p>\n\n\n\n
\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n1. Put a face to the name<\/b><\/h2>\n\n\n\n
You can create an instant connection by showing your customers the \u201creal people\u201d behind your brand. Whether you want to use something as simple as team photos with names, roles and some additional info outlined or an introductory video, this is an easy way to get your customers to connect with the brand on a human level. <\/p>\n\n\n\n
Take Salesforce\u2019s \u201cOur Story<\/a>\u201d page, for example. By including photos of the team among the more detailed information on the company, readers get to see the humans behind a largely technical product.<\/p>\n\n\n\n Another important element of your \u201cAbout Us\u201d page should be your elevator pitch \u2013 the short, snappy version of your company story that explains: <\/p>\n\n\n\n what you do<\/p><\/li>\n\n\n\n what makes you different <\/p><\/li>\n\n\n\n and why customers should care<\/p> <\/li>\n<\/ul>\n\n\n\n It is basically the same sales pitch you’ve been busy perfecting<\/a> for your small business networking events. Indeed, you might decide that this is the only thing your \u2018About Us\u2019 page needs. <\/p>\n\n\n\n Remember that the pitch must be relevant to your potential customers<\/b>. They might quickly get bored if you simply rattle off the chronological story of your company. If you want to include this background information \u2013 for example, in a company timeline \u2013 make sure it\u2019s relevant to the customer. <\/p>\n\n\n\n Your history is only of interest insofar as it contributes to a compelling story and how it sets you apart from your competitors, so it is important to include:<\/p>\n\n\n\n Simply Business<\/a> understands the importance of using content<\/a> to connect with customers and have a great \u201cAbout Us\u201d page example. Alongside their standard \u201cAbout Us\u201d biography, they include images of their team, awards and even their charity projects. This creates a tangible sense of identity while connecting on an emotional level to potential customers.<\/p>\n\n\n\n As you can see, the crucial element of good marketing copy on an \u201cAbout Us\u201d page is that it is benefit-led: Always remember to speak about what matters to the customer, rather than to yourself. <\/p>\n\n\n\n See each page of your online presence as a chance to let potential buyers know more about your product \u2013 and your business\u2019s \u201cAbout Us\u201d page is no different. By integrating clear details about why<\/b> you were driven to create such a beneficial product or service and how<\/b> it helps customers, you\u2019re subtly selling your product by illustrating what it can do for them<\/a>.<\/p>\n\n\n\n A good example of this is Rituals Cosmetics and their online presence<\/a>. As Raymond Cloosterman, CEO of Rituals, explains, selling experiences<\/a> and a story is what really sells a product. Giving the customer a firm vision of what your brand will do for them is a key step in motivating them to make the purchase.<\/p>\n\n\n\n The more personal you are on your \u201cAbout Us\u201d page, the better. A small business that still reflects the personality of its founders and employees can be a highly attractive option to a customer \u2013 they know their business is important to you, and they won’t be treated as just a number or as one income stream among many. <\/p>\n\n\n\n As Taylor & Hart<\/a>\u2019s team describes on their business \u201cAbout Us\u201d page, founding a company isn\u2019t a 9 to 5 job and often involves a compelling story.<\/a> What jobs were the team doing before, and what spurred them on to strike out on their own? Making the company story personal is something that large corporations will struggle to do \u2013 giving your small business \u201cAbout Us\u201d page a clear advantage.<\/p>\n\n\n\n Customer testimonials are powerful persuaders. Just think about how much you trust ratings and reviews when buying a new phone or looking for a restaurant. The experiences shared by others are an incredibly valuable marketing tool that shouldn\u2019t be skipped over.<\/p>\n\n\n\n The effectiveness of this “social proof” has been repeatedly demonstrated. In fact, according to Salesforce research<\/a>, around 79% of potential customers take reviews into consideration before an in-store purchase and 85% before an online purchase.<\/p>\n\n\n\n For a small company \u2013 where word-of-mouth recommendations are already an important source of new business \u2013 testimonials and customer success stories<\/a> are another important part of how to write an appealing \u201cAbout us\u201d page.<\/p>\n\n\n\n Just one or two quotes from customers can have a great effect. The more information about the testimonial the better \u2013 name, job title and company are ideal. But even if some customers won’t let you quote them by name, they might be happy with a more general attribution such as “Sales Manager” and the company name.<\/p>\n\n\n\n \u201cAbout Us\u201d information has a specific purpose \u2013 to provide sufficient reassurance to the reader to fill them with confidence in taking the next step towards becoming a customer.<\/a> Your business \u201cAbout Us\u201d page needs to have enough information to have that effect, but be short enough that reading it won\u2019t feel like a chore. <\/p>\n\n\n\n While it\u2019s possible to get a little too concise and leave out important information, the opposite mistake of going into too much detail should also be avoided. Remember that although you’re interested in the details of what you do, your reader isn’t <\/b>\u2013 at least not yet. Once you’ve delivered the elevator pitch and shown the reader what they can do if they’re convinced, it is time to stop writing.<\/p>\n\n\n\n Another tip: a short video about the team or brand is also a great way to engage and humanise your brand. Users will often click on a video over reading a text. So get filming!<\/p>\n\n\n\n While the \u201cAbout Us\u201d page is not usually a direct conversion tool (though you might want to check out these lead-generation methods that won’t break the bank<\/a>), it should move readers one step closer to buying your product. Think of it as an opportunity to remove obstacles in the customer’s mind by answering nagging questions they might not even be aware of having. <\/p>\n\n\n\n One way to approach this is to use an \u201cAbout Us\u201d page template composed of questions and answers. A few ideas to get you started:<\/p>\n\n\n\n When customers are comfortable with your pitch and ready to continue, don’t miss the opportunity to act. Keeping them moving through the sales funnel<\/a> can be as simple as showing two or three suitable calls to action \u2013 you’ve put in the hard work of convincing them, and now it’s time to show them the way forward.<\/p>\n\n\n\n As a small business \u201cAbout Us\u201d page is informative rather than overtly commercial, it is often easy to skip adding a call to action (CTA). Don\u2019t miss an opportunity to motivate readers to engage with your brand and include a clear and direct CTA. Whether it\u2019s a link to a product page or a prompt to subscribe to your newsletter, your \u201cAbout Us\u201d page is a great place to use informative content to your benefit and draw potential customer deeper into your website or collect their e-mail addresses.<\/p>\n\n\n\n Do you want even more tips and ideas for taking your small business to the next level? Check out our expert advice on attracting new prospects and managing existing customers for your small business in our new e-book: Small Business Growth Kit<\/a>.<\/p>\n\n\n\n2. Your business \u2018About Us\u2019 page is your story<\/b><\/h2>\n\n\n\n
\n
\n
3. Tell people what’s in it for them<\/b><\/h2>\n\n\n\n
4. Show off your personality<\/b><\/h2>\n\n\n\n
5. Build trust with social proof<\/b><\/h2>\n\n\n\n
6. Keep it simple on your \u201cAbout Us\u201d Page<\/b><\/h2>\n\n\n\n
7. Turn browsers into buyers<\/b><\/h2>\n\n\n\n
\n
How to write an \u201cAbout Us\u201d for a new company? Listen to the experts!<\/b><\/h2>\n\n\n\n