First impressions count for a lot. The “Who We Are” or “About Us” page is the focal point for many of your clients. This page is the one that says the most about you or your company and allows users to discover your “face”, which is essential to increase the credibility of your brand. Even so, many companies forget about this page because it is uncomfortable and tedious to write, so we tend to resort to typical phrases that are repeated on numerous websites, which do not contribute anything to the client and do not influence their purchase decision . To ensure that your page does not suffer from the same, we show you 8 simple and useful techniques so that the Who We Are page on your page is optimized and transmits the confidence that your users need to decide to buy.
How to write your company's “Who We Are”?
1. Write with your audience in mind
The first step to start writing your about us is to think about your audience. Your customers don't care about what you do, they care about what they can get from you, that is, what solutions and benefits your brand will bring them. When someone comes to your website for the first time, they want to know how your business can help them. Analyze your audience and write with them, their needs and their problems in mind. Plus, it's a good way to show that you care about them.
2. Use the power of storytelling
Storytelling is the art of telling a story . Once you are clear about who your audience is, use storytelling to tell your customers how it all began. If you don't know what to put in the About Us section of your website, start by asking yourself "who are you?" This will help the person reading it to see that your brand has well-defined values, personality and philosophy . If your company hasn't been around for very long or you don't have much to say, you can focus on the entire path you have taken to get to your brand and on all those things you have done that are related to the sector. This will show your passion for what you do and will make your brand more human . Many of your customers will identify with it. Use direct and personal language that makes the text more approachable . Write as you speak in reality and avoid complicated words . A colloquial tone will always be much more pleasant. It is very important that you summarize the content and select the most important things , because if it is too long your customers will not read it. One way to summarise your story is to outline it chronologically, including those events that may be of interest to your clients (number of sales or clients, awards, events you have organised or participated in, etc.). Statistics and numbers are a very useful resource. This technique is much more attractive and enjoyable to read.
3. Impact with your brand values
Think about what you do and, above all, why. Talk about future plans or actions you want to take, so you can inspire your customers and make them part of your goals. They will see that your brand has aspirations and that you care about offering them the best. To give your brand personality , you must have a clear philosophy and values that will differentiate your company from the rest. Sharing them with your consumers is essential, because they will feel that they are betting on a company that cares about its customers.
4. Make your difference clear
The About Us section can be a key point to get new clients if you know how to use it. Draw the user's attention with figures about your company's data , show them the reasons why your company is different from the rest and why they should choose you.
5. Introduce your team. Put a face to them!
Humanize your company by introducing the entire team that is part of it. People are interested in knowing who is behind your brand. The best way is to include a photograph, the full name, the position they hold in the company and a link to their LinkedIn or another social network, for example. This way, your team will become more accessible to customers . Although not all photographs are valid, we recommend that they all be coherent and have the same style : same setting, same color tones, etc. And if it is also fun and shows your team in a natural and friendly way, it will provide much more security and closeness .
6. Use images that match your business
Use photos of your company , whether it's a physical store or office. This will give a more realistic view of your company . Not just any photo will do, they must be of quality and favour the image of your company, that is, don't include pixelated, poorly exposed, out-of-focus images, etc. because it will give a feeling of disorder and neglect. Try to make them all harmonise with the design of your website and reflect what you want to convey. And if you have a corporate video , don't hesitate to include it! Just make sure it's original and fun, your visitors won't see it completely if it's boring.
7. Introduce your services
Don't forget to define and specify what you offer . If your services or products cover several areas, create a list that is very visual, so that your visitors can quickly and effectively get a clear idea of what you do. Don't forget to write the text using SEO positioning , this will help your clients find you by your keywords .
8. Include your clients' testimonials
Including testimonials from your clients will help you get new potential clients . When a user visits your website for the first time, they need an incentive to trust you and what you do. This can be achieved with positive testimonials from other clients . Reading positive reviews will increase their confidence and they will get to know a little more about your way of working. Don't forget to include the full name, city and other details that give more credibility to the testimonials. Don't make up fake reviews, it's much easier to ask some of your clients. You can also choose to add the logos of some of your clients. When a visitor sees that there are many other companies that trust your brand, they will feel much more secure and willing to join them. Another very important idea is to include a contact form . Let users contact you and write to you with their questions or needs. Add the fields for name and surname, email and phone number to have their information. In addition, thanks to the help of marketing automation you won't have to worry about having to answer these forms one by one.
Get inspired by these “Who We Are” examples
Mr. Wonderfull
Mr. Wonderful 's About Us section is a perfect example of how to create this area. They make use of many of the points we have discussed above, such as humanizing the brand, using storytelling , providing figures that help the user learn more about them quickly and easily...
