Your ‘About Us’ Page Is Not Really About You

Your ‘About Us’ Page Is Not Really About You

A website is one of the first priorities when building a business, and it’s a lot to tackle. You have to decide on a design theme, a layout, the font, the tone… there are many small decisions to be made- one of which is your About Us page. It’s the handshake of your website, and you want to strike a balance between flimsy and firm.

You may be surprised, then, that your “About Us” webpage is not about you and your company. Sure, the content is about you, but the purpose of the page is to help customers understand what sets your company apart, and to make an emotional connection with your brand. It tells them why they should care about you at all, beyond your products or services. With that in mind, here are several ideas that companies have done right.

The best stories are sticky

One way to make your About Us stand out is a great story. This could be the story behind your company’s creation or the story behind your product. If a portion of your proceeds supports a charity or a cause, talk about how that support came to be important to you. The best part about a ‘sticky’ story? It’s easy to read, recall, and share!

Humanize your brand

An authentic voice is more relatable for clients, so step away from the business jargon and the stiff, formal language. However, don’t go too far the other way and risk sounding unprofessional. Your business can’t be taken seriously by others if they don’t think you take it seriously yourself.

Professional branding reaches people on an emotional level, which formal language is not known to do.

Provide visual interest

The average visitor to your webpage spends a whopping seven seconds to determine if it’s worthwhile. Fortunately, a picture is worth a thousand words. Whether you rely on video, images, or parallax scrolling (Cultivated Wit’s website is a great example of this), keep things interesting with some visual pizazz.

Let other people do the talking

Collecting testimonials from customers or allowing your own employees to rate your business is a great way to place value on someone’s voice aside from your own. Lately, companies are taking these concepts further by featuring them on their websites. With permission, link to companies who utilize your services as a different kind of testimonial. A ‘careers’ page isn’t just for open job listings anymore! Take the opportunity to showcase your company’s culture.

Make it memorable

An attention-grabbing headline, a soundtrack, and a lovable mascot are some of the ways companies have achieved success with their unique About Us experience. While each takes a different approach, one thing remains the same: their brand makes a memorable mark.

How will you create an About Us page that helps you stand out? Will your page focus on telling your origin story, or even the story of how your product is created? Is yours a business who – like ours – focuses on its people and utilizes this space to introduce your dream? No matter what you decide, using the tips we have discussed here are sure to  be an exercise in brand success!

Put the ‘Us’ in Trust: 6 Surefire Ways to Earn Your Clients’ Trust

Put the ‘Us’ in Trust: 6 Surefire Ways to Earn Your Clients’ Trust

Alignable recently released the results for The Most Trusted Brands By Small Businesses. From communication to email marketing to online commerce, brands were ranked in terms of trustworthiness using ratings and reviews gathered from small business owners. Specifically, customers were asked if they would recommend a major brand to another business owner. The results may surprise you.

What won’t surprise you is this: brands with a low level of trustworthiness also suffer in other areas, like sales and customer loyalty. As a small business owner, customer loyalty can make or break your company, making trust an integral element of your success. In fact, Entrepreneur asserts that “Trust, not exposure, is the currency of today.”

Let’s take a look at some ways business owners can build trust with your clientele.

  1. Never underestimate the power of a first impression. Did you know that 60-80 percent of e-commerce site visitors are first-time visitors? This fact makes it more important than ever to present a site with an attractive and high-quality design.
  2. Value honesty in your business dealings. Many customers are so accustomed to dishonest business practices that their “honesty radar” is always on when dealing with a new company. The quickest way to turn off current or potential clients is to take part in shady business. Be as transparent as possible in all aspects of business.
  3. Produce compelling content. Advertising used to focus on authority figures endorsing products. However, consumers- specifically millennials- have become skeptical of advertising, rendering professional endorsements essentially worthless for companies whose target demographic consists largely of millennials. Today, it takes a steady stream of worthwhile, interesting content to slowly build authority. While some companies can still experience success with endorsements, the key here is to know your audience and what type of content they value. Then, tailor your content to meet the needs of your audience.
  4. Apologize publicly for mistakes. No company is infallible, and in a world where business and politician culpability is a rare sight, a little humility can be refreshing. The important thing to remember is that after a mistake, there is a brief window of time in which you can own your mistakes and regain the faith of your customers.
  5. Keep an eye on your online reputation. The adage, “All press is good press” doesn’t apply to all situations. If your main goal is attention, then bad press isn’t always bad news. However, for a business aiming to build trust, you want to monitor your online reputation and jump on negative press. Here are a few tools that can help.
  6. Be consistent. Clear, consistent messages about your product are important to manage. The more reliable your behavior, the more trust you build with your clients.

Businesses can’t generate positive client relations overnight- or out of thin air. In this article, we talk about crafting a memorable brand experience. Building trust is part of crafting your brand experience, and can help generate a positive perception of your company. Building trust takes time and effort. Make relationships an important part of your business by starting as early as possible. Take care to prioritize your clients’ trust, and show that you value their business. Provide a clear and straightforward way for customers to provide feedback, and show that you hear their voice and value their opinions.

It may sound like a lot of work, but taking the time to nurture your business-client relationships now will pay off generously in the future!

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