The About pages of your social channels and website are important. They allow your community the ability to quickly understand what your brand is, what it stands for, and simply put – why they should care. The About page of your website will be more in-depth; a place where you can refer people from social to learn more, as you’ll have less space in social and need to be more succinct and captivating.
Your website is where your brand can be as short or as long as you want in order to tell your story. The key here is to remember that while it’s your About page, it’s really meant to convey how your brand can help your potential customer. So when you are writing “about” your brand, make sure that you are not beating around the bush. Start with a strong statement that represents your brand while also making a connection with your customer.
Once you make a connection with your reader, and make them feel as if they are understood and in the right place, then proceed into your story. Your story should have a short summary and then flow into the details; they can read these if they’re interested in learning more.
Allow your reader to choose what they want to learn about with easy sections to navigate. Bold type, sub-headers, and bullet points are all great tools for this.
Finally, make sure there’s a call to action in your About page. What do you want them to do after they read it? If you have a particular campaign or product release you can direct them there. Or maybe you want them to sign up for emails or follow you on social media? What ever it is, make sure they can navigate to that with ease.
Some tips on content:
- Tell your story: Allow people to see who your brand is through some creative and inspiring storytelling. Show how your brand came into being, why your product/service was the one you chose, and why it’s so exceptional. Show its unique characteristics, and even get into the details of how your product was formed. Allow people to see your journey, and feel like they could be apart of it.
- Be human / have a personality: Don’t just speak in industry jargon that the reader may not understand. Be human and personable and use everyday speak to tell your story.
- Be visual: Use pictures and video to tell a more captivating story. For example, consider graphics to show how your product was made. Use a video to give a tour of your office or factory.
- Allow people to connect: Give people different opportunities to connect with your brand. Use email to send direct messaging, provide links to your most prominent social channels, and provide easy ways for them to contact you directly in case they have questions or want to learn more (i.e. email address, physical address, phone number).
- Be memorable: It isn’t easy to be memorable, but using unique ways to demonstrate your “about us” page can allow your brand to stand out a bit more. For example if you use fun marketing content types such as gifs, short video, and or interactive ways for the reader to navigate your content based on their interests.
Since Facebook has a longer About section than any other social channel, it’s a good opportunity to leverage it. Use the short description to be pithy and to the point, and the longer description (in case your follower want to read more) to explain a little more about the brand. Consider it the cliff notes to your website About page.
- Consistent look and feel: Make sure your social channels have a consistent look and feel to your website.
- Share your story: Share a story that will relate to your community on Facebook and what they will care about.
- Allow it to be personable: Considering it’s social, you want your brand to be more human and less like a robot (always, but especially here). Allow your brand to speak as if you were talking to your community through a comment or a post.
- Link back: Link back to your website so they can dig in more, and/or purchase. Use the multiple link sections in order to link back to specific areas of your website and other social channels.
Instagram, Twitter, and Pinterest
Since these social channels have very little real estate for your About content, make sure you have a short one liner that will communicate what your brand is about and why the visitor should care (and therefore follow).
- Be captivating: Be alluring with your short description. Say something that makes them go “Yep!” The goal is to make the visitor feel completely understood and want to be part of a community.
- Use your #: If you have a brand or campaign hashtag, place it in the bio for more awareness.
- Call to Action: Make sure to use words that relate to the link below like “Join us”, “Sign Up”, “Shop Now”, etc.
- Link back: Link back to your website so people can learn more (or directly to your latest campaign, blog post, or opportunity to purchase).
In the end, the main takeaways are to be personable and tell a story. The About page isn’t supposed to be a doctor’s manual. It’s meant to be another way to reach your audience and show them why they should choose your brand to follow, engage with, and in the end, purchase from.
This post was originally written for Startup Fashion.