Adding personality to your website, while it may seem like a chore for some, is understood to be a necessary endeavour when trying to stand out from your competition online.
One page on your website you’re especially encouraged to show your brand’s personality as much as possible is your ‘About Us’ page.
Now, you may choose a different name for this page, such as “About [company name]”, “Our Story”, “Our Team” or “Meet the Team”, for example. Either way, this is the page where you’re expected to offer some additional background information and insight into your business.
If you’re not the type of business owner that likes to give too much of a look behind the curtain, or you’d prefer not to create a potentially false image of your business, you may wander exactly how much personality is required on your website, and whether there’s such a thing as ‘too much’.
Below, we’ve listed a few potential features of an About Us page you might consider using to add more character to your website, as well as some advice on whether these are essential for you to include.
Business history
A common feature of any About Us page is a short biography of the business. This will include the year the business was founded, how it has grown ever since and any major events/moments that have changed the course of the company. It’s up to you to decide exactly what would constitute this.
A major reason for including personality in an About Us page is being more relatable to your audience. Including specific information about the business’ past is an easy and sure-fire way to do this. Ultimately, people who may be interested in contacting you for your services will want to know that your business contains real people they can put their trust in.
Team member profiles
Team member profiles add unprecedented levels of personability and relatability to a website.
When audiences visit your site to find out if they can trust you, seeing your employees will give them a big boost. Not only does this give you an opportunity to let your team members add their own individuality to the website, but it showcases your business as accountable and responsible.
Not every business may feel the need to include team member profiles. If your clients are going to be engaging with various members of your team when they start working with you, it’s a good idea to showcase your employees. However, if the majority of your employees are not client-facing, you could probably get away with adding a profile of just yourself and any of your business partners.
Unique selling points (USPs)
While not necessarily specific to your About Us page, your company’s USPs should be unmissable on your website. However, on this page, these points can be a great way of adding important information to the reader regarding the quality and nature of your service.
Your USPs are what sets you apart from others in your field and should make your audience want to invest in you. Therefore, ensuring you at least make mention of these on your About Us page is a must.
When writing copy for your website, it is important that not just any personality shines through, but your company’s personality specifically. Making sure of this is one of our editing team’s specialities here at Engage Web. So, if you need a new website you can be proud of, get in touch with us today.
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