If you’ve never done it before, you may not think that writing an “About Us” section for a website is that hard. You just need to cover the W’s: who, what, when, where, why – right?
However, it can be very challenging to write about yourself, especially when that encompasses your business, too! Here are a few tips for telling your customers all about your business.
Know Your Unique Selling Point
Although this section of your website is more informational, it’s also an opportunity for a soft sell when you state your unique selling point or USP (sometimes called unique selling proposition). Your customers should know why you are the best, whether it’s because of your speed, experience, or the fact that you offer a product or service that no one else offers. Your USP is what makes you one-of-a-kind.
Consider Your Customers’ Needs
You should address your customers’ needs in your “About Us” section. For instance, if you’re a retail store, you can include a line that says something like, “We created our business in order to provide high-quality children’s clothes that can handle those rough play sessions, but at a low price.” This would cover your bases if your customers’ biggest concerns are quality and price.
So many businesses seem afraid to get personal in their “About Us” sections. And while certain businesses such as law firms and doctor’s offices may want to steer clear of warm and fuzzy sentiments for the sake of showing that they are credible and professional, there are still personal touches that can help make you more appealing to your audience.
Why are you passionate about your job? What inspired you to open your own business? What sort of problems do you want to solve? Letting your customers know why you’ve chosen to do what you do can help them connect to you in a new way.
Keep it As Short As Possible
Include what is important. Give your customers a feel for what your business is about. That said, you don’t need to tell your business’s ENTIRE story here. Your customers will find out more and more as they work with you. Be sure to give details such as when the business was started, where, why, and by who, but once you get all of the basics down, take another look and see what you can trim. This is good practice for every page of your site.