For example, on the SOS Dekorace website, the ‘About Us’ page is the third most-viewed page. Take a good look at how much time people spend on the page. The data clearly shows that they are actually reading the page and are interested in the content. On the AITOM website, ‘Our Team’ is the fifth most popular page, and we could go on. Generally speaking, for the vast majority of our clients, the ‘About Us’ page ranks among the top 20 most popular pages.
Stories that sell
Have you noticed what a huge commercial success some projects have been, even though they offer completely ordinary products? Thanks to a specific story, they offer something unique on top. Show customers that you think differently about your work and that it’s not just a way to earn a living.
Thanks to a well-written ‘About Us’ page, they give customers the feeling that they’re doing business the old-fashioned way – somehow more kindly and personally. By the way, why do you think everyone’s been adding photos and personal profiles to their contact details in recent years?
Even banks do it. That’s because if your bank manager loves Star Wars and is a likeable bloke, you’ll be much more inclined psychologically to work with him. The aim is simply to play the personal card.
How do you write copy that sells us?
The company Brašnářství Tlustý is often cited as a great example of ‘how it should look’. But there are also a whole host of other top-notch texts to be found across various sectors. What do they have in common?
1. Be distinctive
If you let your accountant write the ‘About Us’ text, you’ll be lucky if your readers don’t have a heart attack. Speak to them kindly and personally. Set a tone of communication that they’ll find appealing.
After all, you don’t go to your favourite restaurant just for the food, but also for the atmosphere. And that’s exactly the atmosphere you need to give your users.
2. Always speak in the same way
If you run an antique bookshop, it’s fine to use archaic Czech. But if your product descriptions use modern, colloquial Czech, you’ll just look like fools. The tone of your communication must be consistent across the entire website.
3. Tell a story
You don’t have to start by saying you were born on a stormy night in the summer of ’63. But do explain why you do what you do. Put your ‘heart’ into the text – this gives readers another USP – that is, a reason to shop exclusively with you.
4. Show your personality
Would you rather shop at Tesco, where nobody knows you, or at your local corner shop, where they greet you, ask how you’re getting on and say goodbye? Customers don’t want to be just a walking banknote; they want to feel that you care.
Show that you’re not just another anonymous online shop like any other. You’re surely doing something differently and better – why not tell your customers?
5. Forget the clichés
Your company is much more than “dynamically growing”. Companies that grow dynamically don’t usually have a magical personality. If you put your heart into your work, it’s hard to have merely been “operating in the market” since 1990. Why not put it in human terms?
Forget formal address with a capital ‘V’ – that just betrays a lack of grammar, not respect for customers. On the web, you’re speaking to a wide audience – so always use a lowercase ‘v’.
Where to look for inspiration?
There are many options for an unusual introduction. If you don’t feel confident coming up with an interesting text yourself, hire a copywriter who will devise an original concept for you.
For example, Dara Bags have wittily crafted profiles of the staff who make the bags.
Why not take a playful approach to presenting your team, as they did at SOS Decorations?
Tell a story that began with two enthusiastic people, like Fresh Boxes.
Create a playful timeline like MixIt.
Photo sources: The photos are taken from the websites of Dara bags, SOS dekorace, Fresh bedýnky and MixIt. All rights to these photos belong to the website owners.