Even though inbound marketing is not a relatively new concept, it is certainly being executed in a number of new ways. People often associate content marketing with blog posts and social outreach. However, restricting content to those parameters can lead to many overlooked opportunities. You want to make sure that your business doesn't miss out on a chance to generate creative and engaging content throughout alternative sections of your website. It is important to consider the marketing potential that lies within the content of your website's "About Us" page. As one of the most visited locations on any given company's site, the "About Us" page plays a large role in the first impression that you leave on a potential customer. This is where they come to learn more about your company and the people behind the brand. A customer looks here before they start to take your business (or the idea of collaborating with it) seriously. Clearly "About Us" pages are important! That's why, as we've mentioned in previous content marketing articles, you need to make sure the information on this page tells a compelling story. But how do you that? To make it easier, we've narrowed down 5 creative elements you must have for designing an inspiring "About Us" page:
• Company Vision & Philosophy
• Company Timeline
• Team Member Profiles
• Business Concept Visuals
• Multimedia Content
Now that we know what our page needs, how do we go about implementing these new ideas? Let's take a look at some examples and see how different businesses are leading visitors to learn more about who they are and what they do.
1. Your Company's Vision & Philosophy
You're not like everyone else -- so tell the world what makes you unique! Why should people choose you over your competitors? Stand out with an "About Us" page that shows off who your company is and strongly conveys your brand's voice. What brought your company together? What do you see as its future? Offer your visitors information that will make them interested in your business and the work that you do. 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 and sweet presentation that communicates how they came to be, and what they offer. By keeping their content concise and targeted, Whoa Nelly is able to captivate their audiences through the stunning visuals and engaging copy provided throughout their page. Here are some other great Vision & Philosophy page examples:
2. A Timeline of Your Company's History
Over the last decade, Facebook has made the use of timelines a popular way to present information about yourself. So why not apply the same concept to your "About Us" page? Take visitors on a trip through your company's history. You can show them where you started, how far you have come, and everything your business has accomplished along the way. You can present visitors with relevant milestones and details about the business in a visually engaging way for your viewers to take in. Timelines allow you to display a large amount of information and detail in a format other than just text. The variety is something that potential customers will appreciate. 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, this page's content doesn't have to sound formal in order to gain credibility. Most people find it easier to connect with real human beings, so let the personality of your employees and the environment of your workplace shine through! Nerdery does a great job of showcasing the people behind the company and making them seem approachable to audiences, giving a more human-like quality to the brand. Note: Including a company dog automatically DOUBLES your website's conversion rates (just kidding!). You can even include Social Media profiles for each team member in order to make your business look approachable and engaging. 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 Visual to Present Your Business Concept
Sometimes well-designed graphics can help visitors understand your business concept better than a wordy explanation. After all, if people can't figure out what you do, how will they know if they need your product or service? So you can skip the industry jargon and use infographic visuals, like Ogilvy One Worldwide does on its Big Data page. This can be a great way to paint a clearer picture so that audiences can understand exactly what you do.
Other great Infographic -like "About Us" page examples:
5. Multimedia Content
Do you have a cool story about how your business was created? The classic saying "Show, Don't Tell" can be beneficial and applicable to your website design. Why not make a video that tells your story and allow it to speak for itself? Today's web design technology allows for easy integration of video & multimedia elements to create a compelling visual story. By providing a mental picture to your visitors, it increases the chances of people seeing it, connecting with it, and sharing it. Take a cue from Bench, an accounting service provider who needed to convey the benefits of their online product while stressing their 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.