5 Tips to StoryBrand Your About Page [Step-by-Step Guide]

5 Tips to StoryBrand Your About Page [Step-by-Step Guide]

5 Tips for Creating or Improving an Awesome About Page—Can You Guess What They Are?

So you want to make an excellent About page?

When you Google articles on the “how to” of About pages, there are so many ideas—many of these contradicting—and now you are frustrated and more confused than ever as to how to begin or improve an existing About page.

This confusion can lead to a poor page—one where it meanders and rambles in such a way that your customer loses respect for your product/service—or worse, loses interest and leaves your site entirely.

One of the best reasons for an About page on your website is the opportunity to showcase your product/service and the culture/feel of your company.

Here is your chance to engage with your customers in such a way that causes them to want to pursue you more. And this pursuit can then develop into brand loyalty and revenue. When people feel like they can connect to you on your About page, something magical happens: they begin to think of you as a friend.

RELATED: How to StoryBrand Your Website

Here are five ideas—four do’s and one don’t that will make your About page both clear and stand out and help your customers fall in love with your company.

1. DO give the information that will help your customers see you are a real company made up of real people.  

“Users seek reassurance … Subconsciously, they’re asking:

Who are you?

Where are you?

What do you do?

How are you doing it?

When did you start?

A good About page answers these questions directly by providing contact information (including a physical address), displaying photos of real people, and explaining what the organization is currently doing.” (UX Booth)

Answering these questions creates a real difference— like the difference between hearing about someone, versus actually meeting them. The About page gives other people the opportunity to meet you. And your job is to provide enough information so they can tell if they like you and can see you in a position to help them.

2. DO Share stories of how your company helped someone else.

It is all too easy to use your About page to brag on your company and its people.  A little of this is okay, however, too much of it, and it leaves a bad taste in people’s mouths. Instead of spending too much time talking about you, you, you, you, brag on your customers that you have helped.

“When you have a great story about how your product or service was built to change lives, share it. The ‘About Us’ page is an excellent place for it to live, too. Good stories humanize your brand, providing context and meaning for your product. What’s more, good stories are sticky — which means people are more likely to connect with them and pass them on.” (Hubspot)

If you look at MailChimp’s About page (listed as “Why MailChimp”) they start with a quote about who they are and what they do—in service of YOU.

At ClearBrand, we will wholeheartedly agree that your customer always needs to be the hero, not you—even on your About page.

3. DON’T drown us in graphics and information.  

We are all overwhelmed.

In a world where we are overrun with visual noise (digital and actual), sometimes the way to get someone’s attention is by doing less. Look at this website called Alfred:

 

They do a great job of introducing themselves, keeping it clean and simple and clearly telling you how they help you, without being braggy. This isn’t on their main page—this is their “Our Story” page. You can never say too often, “We are around to help you.”

4. DO pay attention to your graphics, typeface and color palate—Make sure they are consistent with your overall website.

Don’t get so excited about your About page that you start introducing cool graphics and typefaces which don’t show up anywhere else in your website. It will give your site a disjointed look and distress (at an unconscious level) your potential customers.

As I looked at numerous posts on typeface, graphics and color schemes,  it seems clear the real issue is in keeping consistent with your overall look and being thoughtful about what this graphic communicates and what that typeface symbolizes.

Maybe this is common sense, but then again, we all get excited with new and novel colors and graphics.

5. DO use your “About page” to tell a story.

Shopify has an excellent post on creating your About page. They state, “The best About Us pages accomplish their goals by telling a story about a brand.”

Here is an opportunity to share where you came from, how working with the people you love (your team and your customers) has brought you to this place where you are even better at serving your people.

I’m sure there were struggles along the way—it’s okay to share those. Just don’t let it get too wordy and cumbersome.

Some About pages make me want to leave the site immediately due to the sheer amount of words. I feel like if they say this much on the page, they’re probably not interested in me and my concerns. It’s like being at a party where someone monopolizes the conversation—we all get anxious when we feel trapped. Maybe that sounds ridiculous, but it can feel that way sometimes.

However, when people tell a story, I can get caught up in it. And, strangely, if it is written well, I feel like I can become part of it.

In Conclusion

Of course, these five items are not an exhaustive list. However, I do think a good About page engages with these five ideas.

I think it is a bit like cooking. There’s an art to it! There are many different ways to make an apple pie, but it does actually require apples. There are many different ways to construct an About page, however, if you make sure you include…

  1. Answers to the basic questions of who, what, where, how, & when
  2. How your customer was helped
  3. Minimal elements
  4. Consistency with your graphics and colors on your website
  5. Elements of story

…well, then you are on your way to a great About page.

Do this correctly, and you have added a powerful asset to your website.

Do a poor About page, and you may end up having people leave without really giving your product or service a fair chance.

And this would be a shame, now, wouldn’t it—because you have something really great to bring to the world, don’t you?

To your success,

Miriam

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