How highly effective is a well-told story, and why do you want one in your About Us web page?
Netflix’s The Queen’s Gambit tells the story of a chess prodigy with many components impressed by true occasions. It remodeled chess from an unusual sport into an intriguing and interesting development, with chess set gross sales growing by 87% and chess ebook gross sales growing by 603%.
Storytelling works simply as effectively for enterprise or private branding, turning firms and professionals into tales others wish to be a part of. Better of all, you don’t want a top-rated TV present to inform your story. Your private or skilled web site is sufficient, and your About Us web page is the center of your story.
Discover ways to join together with your web site guests by writing an About Us web page that tells a charming story about your private or enterprise model.
- Storytelling humanizes a enterprise so folks really feel extra linked and dependable to a model.
- Rework your About Us web page into a customized story with a starting, center, and finish.
- Put folks and particular person experiences on the middle of your model story.
Why Model Storytelling Is Essential to an About Us Web page
A model story humanizes your model so clients join extra deeply with who you’re and what you provide. Even in the event you’re new to the job market with a private model web site, you continue to wish to inform a narrative about your self reasonably than merely record your accomplishments.
Clients or networkers can join with you thru your About Us web page and turn out to be a part of your story. This results in higher buyer loyalty.
Model storytelling works for private manufacturers, B2C firms, and B2B companies. Whereas private and B2C tales often have extra emotional pull, B2B companies can create simply as highly effective tales. Exigent’s B2B About Us web page demonstrates how one can make use of creativity and storytelling to keep up an expert tone with B2B patrons.
5 Ideas for Creating an About Us Web page that Tells a Story
Use these 5 tricks to craft an About Us web page for your corporation or private model that captures consideration, grows your community, and boosts gross sales.
1. Inform Tales, Not Simply Information
Tales have three main components:
- Starting: Introduces the characters and drawback
- Center: A potential answer or hero arrives
- Finish: The answer resolves the preliminary drawback, and the characters look towards the long run
How do you begin remodeling your story into these three components?
Start by defining the issue your model solves. This may very well be a buyer ache level, a private trigger, or a enterprise trigger your organization helps.
As soon as you determine the disaster and introduce your organization, you possibly can construct the motion by displaying how your model developed and solved the problem.
The conclusion of your About web page ought to wrap up the story with a cheerful ending, displaying the place you are actually and the place you’re headed.
Goodr does a incredible job partaking the reader with an entertaining origin story that covers all three components whereas solely requiring one paragraph.
Picture Supply: Goodr
2. Spotlight What Makes You Distinctive
A singular promoting level differentiates your model from others, so clients are extra probably to decide on you over your competitors. It additionally helps you market to a distinct segment viewers and join with particular employers.
Your distinctive promoting level ought to direct the way you write your About Us web page and ought to be the central theme of your story’s decision.
Hypersonix does effectively differentiating itself from the beginning. The primary line of their About Us web page reads, “Meet the workforce constructing the primary AI system that drives worthwhile progress for Ecommerce.” Readers instantly perceive what they do and the way they differ from different ecommerce manufacturers.
3. Speak to Your Viewers
Who’s studying your About Us web page?
There’s a very good chance that your loyal clients aren’t those frequenting the web page as a result of they already know your model and selected your merchandise. As an alternative, most of your readers will likely be new potential clients who wish to know who you’re earlier than committing to your merchandise.
As you write your story, handle these new clients and take a number of further moments to elucidate your model. That is particularly mandatory if it’s slightly extra complicated, like many tech manufacturers.
Gaine’s About Us web page begins with a simplified description of what the corporate does earlier than diving into its model story. This quick blurb explains their complicated knowledge administration system in phrases anybody can perceive, even those that haven’t visited every other web page on the web site but.
4. Don’t Neglect the Folks
There was a time private branding and enterprise branding had been utterly separate. These strains have began to blur as clients wish to know extra concerning the folks behind a enterprise.
Folks join with different folks. That’s why firms inform buyer tales or share photos of glad workers as a substitute of simply their merchandise.
Folks also needs to be the main focus of your About Us web page.
Some methods you possibly can personalize your story embody:
- Naming these concerned like your self, companions, workers, and mentors
- Offering particular, private particulars
- Sharing tales of people impacted by the enterprise or your self
- Displaying photographs of individuals
- That includes movies of somebody telling the corporate’s story or your private story
Starbucks’ About Us web page reads like the beginning of a Hallmark channel movie. The primary line of their web page states, “Our story begins in 1971 alongside the cobblestone streets of Seattle’s historic Pike Place Market.” After setting the scene, Starbucks launched its primary character, “Ten years later, a younger New Yorker named Howard Schultz would stroll by means of these doorways and turn out to be smitten by Starbucks espresso from his first sip.”
Picture Supply: Starbucks
5. Give Guests a Observe-Up Motion
Whereas an About Us web page is a narrative, it’s additionally advertising and marketing copy. Guests simply completed studying a fascinating story of your beginnings and the way you triumphed over a problem in your trade and rose to the highest.
You now need these readers to behave whereas the feelings of your story nonetheless impression them.
Finish your story with follow-up motion. Your name to motion may direct guests to a product web page, provide a free demo, or current a subscribe button so you possibly can seize the lead and nurture them by means of an e-mail marketing campaign. If the web site is your private portfolio for networking, you possibly can finish with a contact type for reaching you with job alternatives.
Penthera seamlessly built-in its name to motion inside its about copy. The primary name to motion seems close to the highest, with extra data on their flagship product. Then, they finish the web page with a hyperlink to a contact type for anybody concerned with extra particulars.
Inform Your Model’s Story
Model storytelling is for everybody, from a contemporary faculty grad constructing their private model to a well-established B2B enterprise. Everybody has a narrative to inform and an viewers keen to listen to it.
What’s your private model story?
It’s time to share it with the world in your private or enterprise web site’s About Us web page.