If you’ve heard Weird Al’s “Mission Statement” song, you either hated it or thought it was hilarious. You may have hated it because, well, it’s Weird Al but it if it struck too close to home it might be because you have the words “synergy” or speak of “leveraging core competencies” or “proven methodology” on the About Us page on your company’s website.
If your ‘About Us’ page is all synergized, you’ve got website real estate you’re not utilizing!
Yes, people want to know you’re a competent and experienced company, but when people go to your ‘About Us’ section, they want to learn about YOU as PEOPLE. Not the company’s mission statement necessarily. It also looks like you might be hiding something about yourselves, which doesn’t really fool anyone.
They will find you on LinkedIn — and if they can’t — well that doesn’t look good either.
Here are some tips for a killer About Us section that will make people want to work with you, not leave your site to search the Interwebz for more.
Leave out the business jargon.
Of course your company exercises cross-platform innovation and seamless integration but people don’t want to read about it. Even on your mission statement page.
It’s OK to talk about your life outside of work.
Everyone has a life outside of work. We’re not fooling anyone by pretending our pastimes include achieving globalization. Check out this About Us page for Fusion Medical Staffing. Not only are there super rad full body shots, which are super engaging for the user — they remind us that they have lives outside of work.
Don’t take your ‘About Us’ page too seriously.
Depending on the market you’re attempting to tap into, suits and head shots aren’t always necessary. North agency in Portland, works with some of the largest companies in the U.S. and there’s not a single suit on their company page. Instead, they play off of the name of their company. All of the employees are dressed in wilderness gear and each creative has a funny blurb below. It’s an ‘About Us’ page that makes you want to stay and look around.
A little shy and really don’t want to get all personal? Try a timeline instead!
Moz has a really great About Us page that talks more about their company as a whole and their accomplishments through the years.
Remember Fusion Medical Staffing? They have a timeline on top of a section dedicated to its employees. It’s a little irreverent but super accessible and it’s a page that gets a lot of hits.
Yes, there are two cats on their ‘Company History’ timeline.
Show AND Tell
One way to let potential clients in on your company culture is to make a video! Shopify made this company culture video. Not only are they telling us how cool the company would be to work for, they’re showing us! You can actually see where they work! You can see real, moving people! The Internet is so amazing.
Gotta have head shots? That’s cool we get it. Engage the user and get social.
The company page on EdgeLink‘s site not only has two photos (you’ll see the second photo when you hover over the photo with your mouse) they also include links to each employee’s social accounts.