Your business has a culture. You may or may not be aware of what it is, but it definitely exists. Taking a careful look at your “company culture” will help define the first impression you want to make to someone who is going to look at your “About Us” page for the first time and make a decision on whether or not to take another step toward learning more about you, contacting you, and eventually doing business with you.
An “About Us” page has a BIG job to do. It needs to quickly establish know, like, and trust. It needs to give a wide range of information about your organization, in a clear and concise way that will entice people to want to learn more. It needs to be accurate and complete, while also being creative and as consistent with your company culture as possible. An “About Us” page needs to set the foundation for all good things to come!
So, how does your company culture factor in to all of this? Your company culture is made up of many factors including the business owner, its leaders, mission, leadership style, staff, departmental interactions, facility, communication style, hours of operation, and even customers. Take a peek at the following scenario.
Local Diner Scenario
A local diner is well known for its quirky style, laid back staff who yell orders to the back, and customers who linger to play cards and drink bottomless cups of coffee. The ownership hasn’t changed hands for over a decade, and the same staff have been there for what seems like forever. Customers come as they are, which is usually a casual response to the local weather. The decor is a bit dated, but eclectic and fun. Many regulars have their favorite tables, and the food is as good as Grandma makes. The owner is always present and knows most customers by name. She isn’t afraid to give someone a free piece of pie for a birthday, but doesn’t have any newfangled punch cards or formal birthday policy. Aside from the outstanding food, what really makes this place unique is that no matter the time of day or how busy they are, nobody ever seems to wait long for a table, service, or food.
Local Diner “About Us” Page
You can imagine that a long winded “About Us” page isn’t this diner’s style, nor is dry marketing language. A wordy background on the owner, her history, and building renovations probably isn’t necessary, but her philosophy on good food and customer relationships is. If she or her staff are known for specific saying, that should should be generously incorporated, as well as their “from scratch” food philosophy, crowd favorites on the menu, help with where to park when it’s busy, hours and other helpful tidbits a customer wants to know. A quick and funny story or two about a customer would be good, “like when Marnie penciled in her pecan pie on the menu until we finally got the point and added the darn thing to menu or when Bert’s grand kids all showed up with eye patches because he was in charge for the day and they were playing pirates.” You get the point. What you say and how you say it is critical.
Important Things to Consider and Add to Your “About Us” Page
- Make sure it is clear WHAT you do; don’t assume people know or can tell from pictures or business name.
- If what you do is complicated and filled with industry jargon, use some easier terms and make it simple for people to refer you.
- Professional demeanor; how your leaders, staff and customer dress and act (Suit & Tie type? Then the page needs to reflect that; similar to what they will encounter in person)
- Match your normal style of communicating; email writing style, brochures, and other written pieces
- Level of fun, casualness, and creativity in your office, products, staff, and customers
- Critical information that must be communicated
- The things that really make your business unique
- Your mission statement, purpose statement (doesn’t need to be included in the About Us, but it should be reflected in what’s important there)
What’s the Point?
The point is to figure out what makes your business unique, different from your competitor, and standout from the place next door so that potential customers can really get to know you. Once you identify your company culture you can tell people what makes you the most awesome choice to solve their problem. Using words, descriptions, images, and catchy phrases that appeal to your audience will help establish like. Knowing your target market, what they need, and how they expect to find it will help immensely with them really trusting you and what you have to offer.
At Vivid Image, we chose to have Steve tell others all “About Us” in his own words (first person) in a casual tone, reflective of our unique and creative collaborative style.