Start With the Content!
Websites should be designed around the content. Content is king, not only to your audience, but also to search engines and SEO. Building a website is a process, but don’t get lost in all the details of the design and development and forget about creating compelling content.
It's that compelling content that's crucial to making inbound marketing work for your business.
So how do you balance your content creation with your web design needs? It all starts with the "About Us" page.
Your "About Us" page is one of the most important pages on your website, and it needs to be well crafted. This profile also happens to be one of the most commonly overlooked pages, which is why you should make it stand out.
An “About Us” page should be:
- Informative. It doesn’t always have to tell the whole story, but it should at least provide people with an idea of who and what you are.
- Contain social proof, testimonials, and some personal information that viewers can relate to such as your mission, your company history, your team.
- Useful and engaging.
- Easy to navigate and accessible on any device.
Get Creative With the “About” Page Content
Just like social media or any other form of marketing, it’s important to know and understand your audience. Talk to them.
When you have a great story about how your product or service was built to change lives, share it. Good stories humanize your brand, providing context and meaning for your product.
Tell your audience what is important about you and your brand. Expand on “Your Mission.” Keep it professional, but don’t sound too stiff and rigid. People tend to think that "About Us" pages have to sound formal to gain credibility and trust. Social Proof and Testimonials are the best ways to achieve that!
Most people find it easier to trust real human beings. Tell a compelling story. Use your “Brand Voice,” it should be part of your Brand Style Guide. Showcase the people behind the company and humanize your brand. Let your audience know who you are and show a little of your fun side, but keep it on brand. No one wants to work with robots.
Make your “About Us” page memorable, and they will share it with others. Include Testimonials, Social Proof and Social Media connections. People are more likely to interact with and share your content when they see other people doing it!
Your “About Us” Page Will Set the Tone For the Rest of Your Website
By referring to your Brand Style Guide and speaking to your audience with your “Brand Voice” you will set the tone for the content on the rest of your website. Everything will have a coherent and focused message that people will remember and want to engage with.
If you create your “About Us” content first, it will be easier to apply that same creativity to the rest of your website’s content. Your “Products” or “Services” content should be scrutinized. Compare and contrast. Is it “On Brand?”
All your website’s pages are important to telling your brand “Story” and should be used to tell different parts of of it. Each facet needs to be consistent, and by starting with your “About Us” page content, you will have an anchor to base the rest of your content around!
Be sure to us here at Audivelo if you need help with Brand Identity, identifying and outlining your brand story, creating a style guide, and anything related to designing and building your website!