The typical corporate About Us webpage is like an accounting conference — potentially helpful but ever-so boring. As lame bio pages continue to hit the web, more consumers start to ignore them altogether, causing companies to devote even less energy to them, and it spirals downward like dirty water into the drain.
But it doesn’t need to be this way. It’s time to look at your About Us page as an opportunity to stand out from the crowd and reinforce your brand story in a way that’s unique and compelling.
How to make your about page stand out
Separate Who You Are From What You Do
No 6-year-old ever said, “When I grow up, I want to help companies replace siloed data management applications with an application-centric, SLA-driven approach.” The kinds of statements that move people — and stick with people — can be understood by anybody.
Tech companies and others in nonsexy industries often have a hard time staying out of the weeds on their bio page, when they’d be much more effective saying something like, “We’re people who love doing cool stuff with technology that no one’s ever seen before,” and saving the nitty-gritty for another part of the site.
Do Something Unexpected
Whether it’s a webpage, a joke, or a haunted house — the element of surprise captures readers. Although you have to stay consistent with the aesthetics of the rest of your site, consider each element of your About Us page and whether there is a way to thwart convention.
Instead of a traditional headshot for your team members, maybe try an action shot from a hobby, or a caricature. After all, you can have some fun while still being professional. Instead of a text history of your company, use a photo montage or interactive timeline of your company through the years. Instead of a mission statement, post a video showing your company culture or your team putting your beliefs into action.
Let Others Tell Your Story for You
Like it or not, we live in a review-based culture. It’s highly likely your audience will seek out other opinions on your company and your products or services after visiting your site, or even before.
Using your About Us page to highlight testimonials and positive feedback from customers (preferably accompanied by photos) puts a human touch on your impact as a company and helps you achieve the conversational tone a good bio page has.
And if you can assemble a list of satisfied clients, that’s the kind of positive publicity that money can’t buy.