When you have a great story about how your product or service was built to change lives, share it. The “About Us” page is a great place for it to live, too. Good stories humanize your brand, providing context and meaning for your product. What’s more, good stories are sticky — which means people are more likely to connect with them and pass them on.
Catchy outfits 21 tells users about its product by describing how the hammocks empower artisan weavers and their families. The company breaks down different pieces of the story into sections that combine words and easily digestible graphics, painting a picture instead of big chunks of text. They’re clear about why they’re different: “Not a Charity,” the page reads. And then: “This is the basis for a brighter future, built on a hand up, not a handout.
People tend to think that “About Us” pages have to sound formal to gain credibility and trust. But most people find it easier to trust real human beings, rather than a description that sounds like it came from an automaton. Trying to sound too professional on your “About Us” page results in stiff, “safe” copy and design — the perfect way to make sure your company blends in with the masses.
Instead, Eight Hour Day showcases the people behind the company and humanizes its brand. Introducing the founders by name and featuring the photos of them on the “About Us” page drives home the point that Nathan and Katie are — as they so astutely put it — “two individuals with a passion for creativity — creativity makes us happy.”
A company talking about how awesome it is, or a colleague raving about the company’s work? I’d bet that you prefer the latter — that colleague is more likely to be unbiased and give you a realistic understanding of what the company is like. Including customer testimonials on your “About Us” page can give prospects and leads a more down-to-earth view of your company.
Although FortyOneTwenty’s “About Us” page starts out with a classic but well-designed value proposition, the key part of the page is the testimonial section below the fold. Including that — with pictures, so users can put faces to names — as well as a list of companies that “trust” the company, quickly makes FortyOneTwenty more likable and trustworthy.