“About Us” information has a specific purpose – to provide sufficient reassurance to the reader to fill them with confidence in taking the next step towards becoming a customer. 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.Ħ. The more information about the testimonial the better – name, job title and company are ideal. Just one or two quotes from customers can have a great effect.
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In fact, according to Salesforce research, around 79% of potential customers take reviews into consideration before an in-store purchase and 85% before an online purchase.įor a small company – where word of mouth recommendations are already an important source of new business – testimonials and customer success stories are another important part of how to write an appealing “About us” page. The effectiveness of this "social proof" has been repeatedly demonstrated.
The experiences shared by others are an incredibly valuable marketing tool that shouldn’t be skipped over. Just think about how much you trust ratings and reviews when buying a new phone or looking for a restaurant. 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 – giving your small business “About Us” page a clear advantage.Ĭustomer testimonials are powerful persuaders. A small business that still reflects the personality of its founders and employees can be a highly attractive option to a customer – 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.Īs Taylor & Hart’s team describes on their business “About Us” page, founding a company isn’t a 9 to 5 job and often involves a compelling story. The more personal you are on your “About Us” page, the better. 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. As Raymond Cloosterman, CEO of Rituals, explains, selling experiences and a story is what really sells a product. By integrating clear details about why you were driven to create such a beneficial product or service and how it helps customers, you’re subtly selling your product by illustrating what it can do for them.Ī good example of this is Rituals Cosmetics and their online presence. See each page of your online presence as a chance to let potential buyers know more about your product – and your business’ “About Us” page is no different. This creates a tangible sense of identity while connecting on an emotional level to potential customers.Īs you can see, the crucial element of good marketing copy on an “About Us” page is that it is benefit-led: Always remember to speak about what matters to the customer, rather than to yourself. Alongside their standard “About Us” biography, they include images of their team, awards and even their charity projects. Simply Business understands the importance of using content to connect with customers and have a great “About Us” page example. What people have experienced with your company (testimonials, etc.) How you’re contributing to improving your industry 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: If you want to include this background information – for example, in a company timeline – make sure it’s relevant to the customer. They might quickly get bored if you simply rattle off the chronological story of your company. Remember that the pitch must be relevant to your potential customers. Indeed, you might decide that this is the only thing your ‘About Us’ page needs. It is basically the same sales pitch you've been busy perfecting for your small business networking events. 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.Ģ. Your business ‘About Us’ page is your storyĪnother important element of your “About Us” page should be your elevator pitch – the short, snappy version of your company story that explains: Take Salesforce’s “Our Story” page, for example. 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. You can create an instant connection by showing your customer the “real people” behind your brand.
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