How to write "About Us"? Start by telling a good brand story

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I saw a message on Facebook from a friend in the e-commerce circle Baker Cuisine 31467365352?pnref=story), it was mentioned above that he heard a saying when attending the [Singapore E-commerce Summit] (https://tesa.today/article/1695): the “About Us” page is the web page with the largest traffic after the homepage.

Maybe some friends have the same idea as Baker and think that no one usually wants to read that page? Not really.

Generally speaking, the most important pages on a website (usually the pages with the most traffic) are nothing more than Home, About Us, Blog and Contact Us. Not only do these pages attract the most visitors, they often play the most critical role in the entire website.

Why do people think that the “About Us” page is unimportant and no one wants to read it? This is because many people think that the content of “About Us” is usually very formal, boring, or just for self-bragging or promotion of manufacturers, but they ignore that “About Us” is actually an excellent communication channel that can build a bridge of friendship between visitors and industry players.

In recent years, I have indeed seen some eye-catching “About Us” works, but unfortunately most of the web pages are lackluster and miss the point at all. Naturally, it is difficult for people to continue reading.

Since the “About Us” page is so important and one of the most visited web pages, what information should be placed on it? In addition to briefly introducing your company, unit or your personal story, you also need to include some key information, such as your company’s development history, business scope and [Unique Selling Proposition] (https://wiki.mbalib.com/zh-tw/USP) (Unique Selling Proposition), etc.

Take hahow Good School as an example. They mentioned at the beginning of the page “About Us” that they hope to use the power of technology and creativity to make every corner of the world happy with learning and achieve the effective flow of knowledge and skills.

Using only a few concise and powerful sentences, the company’s purpose is highlighted and attracts everyone to continue reading.

Then, he quoted the words of the company’s CEO Jiang Qianwei (Arnold), telling everyone that there is no need for a reason to learn. There is a little spark in everyone’s heart. As long as you learn easily at your own pace, you will have the opportunity to explore your own different potential and sources of happiness! That’s what we want to promote.

These words can be called hahow’s unique selling proposition, and also highlight the company’s highlights and differences from other peers.

In addition to the founder’s personal experience, hahow also compiled some testimonials from teachers and students. Not only did they express their feelings about hahow as a learning platform, but they also provided views from other perspectives, making the content of the entire web page more diverse and of more reference value.

Of course, hahow has not missed out on the elements that a general “About Us” web page should have, such as company features, important events, etc. Finally, hahow did not forget to remind everyone that self-education is a lifelong matter. Encourage everyone to learn about the colorful, dazzling, and joyful moments and start experiencing them now!

If you have students who have taken my copywriting class, you must know that this is called a call to action.

A call-to-action (usually abbreviated as CTA) is an image or line of text that prompts your visitors, leads, and customers to take action. It is, quite literally, a “call” to take an “action.”

It is true that designing an “About Us” page that attracts visitors is not simple. There are many details involved. Before planning and writing copy, we might as well think about the following questions:

Who would be interested in visiting the About Us page? Is it an accidental visitor visiting for the first time, or an original user or member? Are they coming through search engine referrals? Or is it because of recommendations from relatives, friends, or customers? What content will they be interested in? Or do you have any specific needs?

According to Neil Patel(https://blog.hubspot.com/marketing/optimize-important-website-pages), most visitors visit the About Us page for one of the following reasons:

• They want to find out what the company does and the nature of its services.
• If they want to apply for a job in this company, they should do some homework beforehand.
• They want to make sure the company is registered and the business is legal.
• They want to see where the company is located and what niche services it offers.
• They want to be curious about the company and analyze the keys to success.

In addition to the above five points, there may of course be other reasons, but in a nutshell, it can be attributed to the public’s demand for information.

As I mentioned before in the article “Attention, make your product copywriting more eye-catching”, a good copywriting must be from the perspective of the audience, thinking about what they care about and care about? What is even needed? If copywriting still stays in traditional thinking and thinks purely from the perspective of merchants, no matter how good the specifications of the product are and how favorable the price is, it may not be able to impress people. In summary, an excellent “About Us” page must start from the perspective of the audience, thinking about what content the visitor will be interested in, or have a need for certain information? Rather than just thinking about what you want to say or rushing to sell products.

A truly attractive introduction page does not need to be self-proclaimed or laudatory. It only needs to formulate a content strategy in advance, make good use of text, video and other media materials, and then tell your story (for example: entrepreneurial philosophy, service purpose, etc.) with a sincere attitude.

If you have any questions or ideas about web design or copywriting, please leave a message to communicate with me!

★ Image source: StockSnap

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