22 Nov How to ‘Not’ annoy visitors, alienate buyers & drive away people from your About Us page!
An unobtrusive introduction may be a hallmark of the unassuming, but in the virtual world such modesty is often likened with inefficacy. Take the ‘About Us’ page of your website/blog for instance. It’s not required to be a journalistic equivalent of 5w’s and 1h, but should be persuasive enough to position your brand effectively.
Considering you don’t want your About Us page to just fill your website domain, here are a few things that’ll help you create a Page which offers a desirable, lingering effect.
1)Spare the world of Superlatives
Using hackneyed words or phrases like visionary, exceptional, state of the art, outstanding, excellent etc., is a bygone practice. It not only looks flimsy, but will label your website as below average; making it sink without a trace.
It would be far better to speak of your achievements instead. If you really are exceptional, say what you’ve accomplished, talk about the successful projects delivered, the brands you’ve served in what span of time, how many products you’ve launched, etc. Let the readers decide you’re outstanding or not.
Mailchimp’s About Us Page is a well-written copy, filled with their accomplishments, facts and figures, introductions of their key people, words of praises by their prominent clients- all pieced together with a lot of wit.
2)What’s in a Name?
As long as you can do what you claim, it doesn’t matter whether your name’s Bruce Wayne, Clarke Kent or Peter Parker. A name is a name is a name. But it better be communicated to your visitor. What if your visitor wants to connect with you or tweet something interesting on your blog?
It doesn’t mean your name should be splattered all over the website. Your name or your team members’ names and a small introduction (along with everyone’s headshots) is ideal. And not just first names unless you’re Rihanna or Eminem, your full names.
Never ever settle for pseudo titles like ‘The Marketing Czar’. It’s both, a faux pas and is detestable . It’s the stuff that makes you sound untrustworthy, if not repulsive.
3)Can you tell a tale, entertain?
Your About Us page is your mouthpiece but it’s equally to do with your visitors. It should be compelling enough for someone to stop by, take a look and consume info. Can you entertain them? Whatever big or small venture you’ve put together, there must be some story behind it. Whether you dropped out of college, called it quits after the first day of your first job and decided to do your own thing- it can all make for a good copy.
You can be equally creative if you’re a freelancer. Few powerful lines about who you are, why you exist through engaging trivial details can work wonderfully; graphic designer Andrew Reifman’s page is an excellent example.
4)Make an effort to sound Real!
Try and refrain from the cut and dry, starchy business speak to sound market centric. It’s astonishing that people go out of their way to write like that; even copy experts, masters of wit with great writing styles do it. Such writing can backfire, drive people away from your page. Not only is such writing hard to grasp, it distances you from your audience. They don’t get to know you, your strengths, your company’s ethos or your roots.
Give them something relatable, not something straight out of a textbook. Your visitors do want to know your real business, but try and weave it minus the biz words. Of course, a minimal usage of that language is inescapable, terms like Conversion, ROI, and the likes. It’s mostly about striking a connection. Copyblogger’s About Us page does it effortlessly. Even a site like Pursuit makes a simple but subtle connection with its visitors through About Us page. It tells a story, introduces you to the team in style. It could have sported a chic, fashion centric lingo, but it doesn’t.
5)A Call to Action
So, you’ve spelled out great things mellifluously, enchanted your audience; but the potpourri for a persuasive copy isn’t complete until your visitor are pointed in the right direction. Sometimes the About Us pages of even successful websites lack that.
You can cloak it under a smart message; slip your contact somewhere in the middle preceded by a catchy phrase. Many a times your visitors make up their minds to get in touch with you while being on your About Us page. You can even give your LinkedIn, Twitter or Facebook profile links there.
Allow them to start buying or taking up your services without a moment’s delay.
Lessfilms‘ About Us page is a fine example. It prods you to hire their services in a pleasant, comic way. And it does it effectively.
Be it us, be it our website, it’s important to keep evolving; so keep tweaking your About Us page. Use plain but effective language to describe yourself. A one (or two) liner concluding remark can make a lasting impact. You can use images to put things into a perspective. Whatever it takes to acquaint your audience with your company’s personality, must be done. This page holds the power to make or break deals. The noise you make on all the other pages, will have no credibility if your pitch goes wrong here. Lastly, be honest!
‘You can fool some of the people all of the time, and all of the people some of the time, but you can not fool all of the people all of the time.’
‘ Abraham Lincoln