1. Put your people on your ‘About Us’ page and include something about them as well as a photo. Companies that refuse to people their people on their website generally don’t think they’ll be at the company long enough to make it worth it. I had a business owner once tell me to put him and his wife at the top of the About Us page and not include the rest of the team. In his words “they won’t be around long enough anyway.”
Really? You don’t think your people are valuable enough to keep them around? Red flag.
We encourage companies and non-profits to put people on their website as a sign of culture. As a sign to the team that they actually care..
2. Tell us how you started, everyone loves a good origin story! You can thank Marvel for that! Tell us about how you got your start, don’t leave out the details we want to know what you wore to the office on your first day. We want to know what was your company lunch during the first month of business. Your origin story should capture the essence of what made your team or culture special in the early days.
3. Tell the world about what you care about. Charities, non-profits you support, boards you sit on. Anything! Your funders, sponsors, extended family. Get creative! Who deserves a “shoutout” from your about us page? Do you sponsor any teams? Volunteer in the community? Start talking about this stuff publicly.
4. Tell a story. What should customers trust you? Why did you start in the first place? What did your first building look like? Have a tall tale from opening week? Enlighten your readers with some nostalgia about your brand. Don’t think you have anything of interest to share? Start creating your own story. Celebrate American Thanksgiving? Make it a BIG deal every year. The more unique your story the better odds of potential customers remembering it.
5. Share testimonials from happy clients, show product reviews, show what people say about you behind your back! This one is easy! Go to your Google places page or Facebook page and copy the reviews to put on your about us page. We generally tell folks to put testimonials at the bottom of the page to “push people over the edge” by showing them what other people are saying about you.
Robert Cladini in Influence: The Psychology of Persuasion talks about “Social Proof”. The psychological trigger that we all use when we’re unsure of what to do, we look to see what others like us are doing. We do this far more than we are willing to admit.
6. Create a timeline of major milestone your company has been through. Make it fun and interactive for visitors. Keep adding to it over time. COR does a timeline on their About Us page and it shows the history of where they’ve grown from. It gives your visitors something to go through, it shows you care about your past and that you’ve actually done something.
7. Create you page as if it were a Wikipedia page. Include the formatting verbatim. Get creative and pick a theme. It doesn’t have to be Wikipedia but something that allows you to link to sources and tell a fun (fact based) story on who you are. People like a story with a hero and a villain. Keep updating the story over the year.
8. Introduce your company on camera with a cheesy office tour or a “day in the life of” at your company. People love office tours. We also like to know what a “day in the life” is like. We used to tell clients all the time “allow people to meet you before they actually meet you”. Meaning, get on camera to tell the world about who you are, what you do, and why people should care.
9. Record a meeting or a pitch to show people a behind the scenes view of your company. Whatever you do that is unique, share that. If it’s a meeting, pitch, birthday party, etc. Show the world why they should want to work at your company. Zu includes special events they are putting on which makes you either want to join the company or hire them JUST to go to the Festivus party!
10. Go on a company retreat and give everyone a GoPro. Get your team to make the ultimate “About us” video. If you really want to do the ultimate About Us page, give your team the creative leeway to do something you’ve never done before. When companies encourage their people to talk publicly about the company, that’s a sign of trust in them. Many companies don’t want their staff talking about their company. This is a red flag. Trust your people. Show customers that they can trust you.