{"id":1452,"date":"2022-03-09T13:25:16","date_gmt":"2022-03-09T13:25:16","guid":{"rendered":"https:\/\/hookpr.com\/?p=1452"},"modified":"2026-02-19T15:48:42","modified_gmt":"2026-02-19T15:48:42","slug":"your-about-us","status":"publish","type":"post","link":"https:\/\/hookpr.com\/your-about-us\/","title":{"rendered":"How to make your About Us page unforgettable"},"content":{"rendered":"

\"\"Website visitors love About Us pages, which offer great opportunities to arouse the interest of prospective customers and make authentic connections. Ironically, though, the About page is one of the hardest to create.<\/p>\n

The natural inclination is to build your case about why your organization is so wonderful, detailing all of your team credentials and accomplishments. Another inclination is to want to include a complete history of your organization. The next thing you know, you\u2019re looking at blocks of text that others likely find excruciating to read.<\/p>\n

Excruciating, in part, because it\u2019s all about you. People don\u2019t care about your history and awards; they care about how you can make their lives better. They want to know: What can you do for me?<\/p>\n

Yes, website users like to see your qualifications, experience and expertise. But burdening them with long histories or bios does little to reassure them about how you can solve their problem.<\/p>\n

\n

Thankfully, fresh trends are emerging that break away from the tedious method of telling your organization\u2019s about story.
Here are four tips to get you started:<\/p>\n<\/blockquote>\n

    \n
  1. \n

    Start with your why<\/strong><\/h3>\n<\/li>\n<\/ol>\n

    As Simon Sinek, author of the recently released\u00a0\u201cFind Your Why: A Practical Guide for Discovering Purpose for You and Your Team,\u201d<\/a>\u00a0reminds us, people don\u2019t care about what you do. They care about why you do it. When your why and their why align, you have a client or supporter who wants to be part of your story.<\/p>\n

    As you describe your why, be straightforward. Explain how you make your clients\u2019 lives better. Avoid bragging and using superlatives. Instead, link the facts and credentials to how you help your clients succeed.\u00a0<\/strong><\/p>\n

      \n
    1. \n

      Show what success looks like<\/strong><\/h3>\n<\/li>\n<\/ol>\n

      Give the visitors\u2019 confidence that your organization offers what they need. Show what success looks like for the clients, not for the organization \u2014 because they don\u2019t really care about how much money you make or what degrees you earned. Instead, include scrolling testimonials and short case studies to show how you help others achieve success.<\/p>\n

      Your why comes alive as you share anecdotes of real people, even adding humor if appropriate. A good story gives meaning to your product or service and sticks in the reader\u2019s mind.<\/p>\n

      If you can, use video. Or, at the very least, display good photos of success in action.<\/p>\n

        \n
      1. \n

        Reveal your organization\u2019s personality<\/strong><\/h3>\n<\/li>\n<\/ol>\n

        Bernadette Jiwa, author of several branding books, including\u00a0\u201cMake Your Idea Matter: Stand Out with a Better Story<\/em>,\u201d\u00a0<\/a>notes that you don\u2019t want people to buy your stuff; you want to matter to them.<\/p>\n

        You want them to care about your brand. To believe in what you do. To \u2018buy in.\u2019 Part of your mission is to get those people, not everyone, but the ones you care about, to care,\u201d she explains in her book.<\/p>\n

        People care when you show them who you are and what matters to you. Some organizations include their values in their about pages. No need to go into great detail; just a few words can suffice to show what\u2019s behind the logo or the leadership team.<\/p>\n

          \n
        1. \n

          Include quick facts and credibility points<\/strong><\/h3>\n<\/li>\n<\/ol>\n

          Yes, people do click on your About page to find out key facts, such as information about your organization\u2019s size, years in business, location, public or private ownership, and leadership team. So be creative. Use bullets and keep it short. Website visitors are skimming, not reading every word.<\/p>\n

          Final thoughts<\/strong><\/h3>\n

          Above all, use your About Us page to show your humanity. People connect with your candor, sincerity and desire to be helpful. An About Us page written in a genuinely personable way has the power to motivate the visitor to continue to the next page \u2014 and take action!<\/p>\n

          If your current About Us page doesn\u2019t communicate what makes you unique, Hook PR & Marketing\u2019s website storytelling services are for you.\u00a0<\/em>Contact us<\/em><\/strong><\/a>\u00a0for details.<\/p>\n<\/div>

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