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Writing your "About us" page for your website

Writing an about us Website page for a small Company

Your 'About Us' page content is the one spot of your small Company website where you really have a chance to tell your story—who you are, what your small Company is all about, and what makes you unique from your competitors.

Unfortunately, it’s one area where a lot of small Companyes really miss the mark. They either focus entirely on the wrong things, include a bunch of totally random information that doesn’t flow together, or don’t include enough text to add any real value.

How can you craft a great "About Us" page for your small Company? Here are three supportive tips:

  1. a conversational tone

It usually begins with compelling paragraph and a conversational tone. Instead of treating it like a boring writing assignment, think about how you would tell your story to someone if you were speaking with them face-to-face. What would you say? How would you say it? Would your delivery be stiff and academic, or would your face light up with excitement when you talked about opening your doors for the first time? Spoiler alert--I’m hoping you answered the latter.

  1. human personality

I’m a sucker for passion and personality. There’s just something about seeing someone get really excited about their small Company that pulls me in every time. One of my favorite examples happened at a conference just last year. We were in a session on pitching your Company to the media when one of the attendees stood up and started talking about her Company.

The more she spoke, the more excited she got and the more her passion for her product, EarMuffers, came through. By the end of her pitch, I’m pretty sure everybody in the room wanted to buy them. The key is being able to harness that same passion and personality and translate it to content on your small Company website.

What is your story?

To create dynamic 'About Us' content for your small Company website, start by identifying and answering 3-5 questions from the list below.  Although there’s no one-size fits all template, I’ve found these can be very helpful when structuring your story and trying to get those creative juices going.

How did you get started? This is where you get a chance to tell visitors to your small Company website how and why you exist—the perfect beginning to your creation story.

Where did you get the idea for your small Company? That “aha” moment when you realized you were might be able to turn that hobby, dream or passion into a viable Company and something you hoped your customers would absolutely love.

What’s the story behind your products? How are they made? Designed? Give people a peek behind the curtain so they can get a true sense of the craftsmanship that’s involved in bringing your creations to life. This content can be incredibly powerful when helping to differentiate your small Company from big box retailers.

Where do you look for your creative inspiration? Travel? Nature? Music? Family? Friends? This is where you have a chance to form more of a personal connection with your audience by sharing a little bit about your creative process.

What’s your background? Here you can establish instant credibility by talking about your professional and personal experience as it relates to your Company.

What’s your vision for your small Company? It’s easy to get excited about a small Company that has dreams and aspirations about where they’d like to be 5-10 years from now.

What motivates you? What gives you that fire in the belly—the thing that makes you hop out of bed bright and early each and every morning to work on (and for) your small Company?

How has owning a small Company changed your life? This is where you have a chance to really talk about the positive impact owning a Company has had on you both personally and professionally. When it comes to telling the story of your small Company, it doesn’t get any more powerful than that.

From there, read over your content from beginning to end out loud (this is really important) to see if everything flows together. Remember, the tone of your content should typically read as though you are having a face-to-face conversation with a first time customer. If it does, you’re well on your way. If it doesn’t, it’s time to make some tweaks.

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