There is a lot of talk these days about content marketing, with more and more executive buy-in and expenditure dollars behind it.
Even though inbound marketing is not new by any stretch of the imagination, it is still a fairly new concept. While you might be tempted to associate content marketing with blog posts and social outreach, doing so could mean that you potentially miss out on the opportunities provided by your other onsite content.
For example, have you considered the content marketing potential of the “About Us” page lately? If not, I am going to let you in on a little secret: the “About Us” page is one of the most visited pages on your website. Not only that, but it is also the first place a potential customer looks before they start to take your business seriously.
Clearly this means “About Us” Pages are important! That’s why, as I’ve mentioned in my previous content marketing article, you need to make sure the content on this page tells a compelling story.
But how do you that?
To make it easier, I’ve narrowed down 5 creative elements you must have for creating inspiring “About Us” pages:
• Company Vision & Philosophy
• Company Timeline
• Team Member Profiles
• Business Concept Visuals
• Multimedia Content
With these elements now defined, let’s discover together the best examples of about pages and see how different businesses are enabling visitors to learn more about them and what makes them different from their competition.
1. Info about your Company’s Vision & Philosophy
You’re not like everyone else — so why not let the world know what makes you unique?
Stand out with an “About Us” page that shows off who you really are and what you have to offer your visitors with content that conveys your brand voice.
This doesn’t necessarily mean that an “About Us” page has to be very long. For example, Whoa Nelly gets the point across with a short & sweet presentation that communicates who they are and what they offer.
By keeping their content concise and targeted, Whoa Nelly is able to captivate their audiences with stunning visuals that add to the copy they have provided on their page.
Other great Vision & Philosophy page examples:
2. A Timeline of Your Company’s History
Over the last couple of years, Facebook made timelines popular. So why not apply the same concept to your “About Us” page?
You can present visitors with relevant milestones and details about the business in a visually engaging way that your visitors will appreciate.
For an example of this, take a look at Moz’s beautifully designed “About Us” page – a vertical timeline that pairs key moments, like the site’s launch in 2003, with fun company images and accomplishments.
Other great Timeline “About Us” page examples:
3. Team Member Profiles
The “About Us” or “Our Story” page should be about the passion driving your vision and the people that make it happen. Contrary to popular belief, “About Us” page content doesn’t have to sound formal to gain credibility, as most people find it easier to connect with real human beings.
Imogen + Willie does a great job of showcasing the people behind the company and making them seem approachable to audiences so that the brand seems more human.
Note: Including the company dog doubles your website’s conversion rates (just kidding!).
You can also include Social Media profiles for each team member (like we do on Blue Fountain Media’s team page) to make your business look approachable. If you are a company in the B2B sector, you can include LinkedIn badges with links to the individual profile of every member in the leadership team to help each member of your team have added credibility.
Other great Team Member Profiles page examples:
4. An Infographic-like Visual to Present Your Business Concept
Sometimes well-designed graphics can help visitors understand your business concept better than just plain words. After all, if people can’t figure out what you do, how will they know they need your product or service?
So, skipping the industry jargon and using infographic-esque visuals like Ogilvy One Worldwide does on its Big Data page can be a great way to make what you do clearer to audiences.
Other great Infographic -like “About Us” page examples:
5. Multimedia Content
Do you have a cool story about how your product or service was created? The saying “Show, Don’t Tell” is just as important for about pages as it was in elementary school English class, so why not make video about it and upload it to your “About Us” page to show your audiences what you do.
Today’s web design technology and fast internet access allows for easy integration of video & multimedia elements to create a compelling visual story and provide context and meaning for your product. By providing a mental picture to your visitors it increases your chances of people sharing it.
Take a cue from Bench, a new accounting service provider, who needed to convey the benefits of their online product while stressing the personal experience. By using visuals and multimedia, Bench is able to create an effective “About Us” page that shows who they are and what they do instead of simply stating it to audiences through dull copy.
Other great multimedia content “About Us” page examples:
There are many different and inspiring approaches that can be taken when designing your website’s “About Us” page. From very formal to the fun and creative, it’s important to include content & design elements that fit the personality of your company.
For even more inspiring “About Us” pages I highly recommend that you check out this amazing website.
Have any other examples of amazing “About Us” pages you’d like to share? Let us know in the comments section below or tweeting us @BFMweb.