Elevator Pitch
An elevator pitch for a website, when put into text, should ideally be within 150-200 characters—enough to cover the essentials but concise enough to read at a glance. It should highlight the site’s core function, its unique edge, and the main benefit to users, compelling them to learn more with just a quick scan.
If you already provided us with this, on your homepage, we can use the same paragraph.
Alternatively, you can write a slightly different version for your About page
Briefly describe what you would like your CTA to look like (is it a button, link or something else?), as well as what you would like it to do (link users to another page, open a form, etc)
The Story
What is this?
Storytelling is a great way to communicate ideas and explain things in a way that is both engaging and educational. It is proven that stories help us understand concepts that we are otherwise unfamiliar with because they allow us to focus on the experiences of people that we can relate to. Telling a story on your About page is a powerful way to set yourself apart and establish a rapport with your visitor.
What does it look like?
You can choose to tell your OWN STORY – perhaps your company history or your personal journey to launching this product/service.
Or you could tell your CUSTOMER’S STORY – either by writing as though you were speaking directly to them (“If you’re reading this, you’re probably…xyz…”), by telling a story from a past customer, like a case study, or even creating something from your imagination that describes the story of your typical/ideal customer’s journey. The possibilities are endless!
What we’ll need:
Whether you choose to tell your story or your customer’s story – we will help you get your message across by asking you to break it up into 3 sections as follows:
- Act 1 (Beginning) – The Challenge/Desire “Before”
- Act 2 (Middle) – The Action / Journey Taken
- Act 3 (End) – The Transformation/Result “After”
You can write as little as 1-2 sentences for each Act, or several paragraphs. It’s up to you!
To do:
If you’re telling the CUSTOMER’S STORY…
Set the scene – who are they, what problem are they trying to solve / goal are they trying to achieve? Why does this matter to them and what is in their way?
If you’re telling YOUR STORY…
What inspired you to start your business / create these products / sell this service? What need did you see in the market and why did you care about it?
To do:
If you’re telling the CUSTOMER’S STORY…
This is the part where feel like turning back or giving up – they are trying to solve the problems introduced in Act 1 but it’s not working as well as they hoped – until they ‘meet you’ (or discover your product/service) and their life starts to change. Let us ‘see’ this struggle as well as what your customer learns or does once they start working with you.
If you’re telling YOUR STORY…
This is the part where you let us see what you built and what it took. Share your obstacles as well as your wins along the way – and give your readers an idea of what you had to do/learn/become to get where you are today.
To do:
If you’re telling the CUSTOMER’S STORY…
By now, you are a key part of their story as the guide/saviour, but the customer is still the hero! You have helped them avoid failure / achieve success and now we want to see what looks like – and celebrate with them! (TIP: Never assume someone understands how much your business/product/service can change their lives – be sure to tell them!)
If you’re telling YOUR STORY…
Wrap up by describing where your business at is today or your vision for the future – and how this relates to your reader. Be sure to remind them of any takeaways you want them to remember:
- Who do you serve?
- What do you offer?
- How does it help?
- and
- Why do you care?
Main Content
Here is a summary of the content needed for an effective website About Us page:
- Company Overview: Offer a succinct introduction that delves into your company’s journey, highlighting its mission, distinctiveness, origins, challenges faced, and the driving forces behind its inception.
- Unique Value Proposition: Highlight what differentiates your company from competitors and your key strengths.
- Company Description: Offer a succinct introduction, focusing on your mission and distinctiveness.
- Introduce Your Team: Showcase team members with photos and brief bios, using a grid layout for smaller teams and group photos for larger ones.
- Contact Information: Facilitate easy communication by incorporating basic contact details, even if there’s a dedicated contact page.
List of company’s core principles:
- Mission Statement: Summarise your company’s central purpose and aspirations.
- Vision Statement:Clarify your company’s long-term objectives and vision.
- Values: Define the fundamental principles shaping your company’s actions and choices.
List of potential trust signal content sections:
- Testimonials: Personal accounts from customers that vouch for a company’s quality and service.
- Reviews: Aggregate scores or feedback from customers, showcasing the company’s track record.
- Endorsements Recommendations from influential figures or industry experts that boost company credibility.
- Certifications: Proof that the company meets certain industry standards or criteria.
- Badges: Icons indicating affiliations, achievements, or recognitions, such as security or excellence badges.
- Partnerships Collaborations or associations with reputable companies or institutions that enhance credibility.
These are suggestions for sections of your page, you may add any other sections you may want on your About Us Page. Provide headings and detailed descriptions of your sections in the blocks provided below: