Good content marketing encompasses more than blogs and social media posts. It extends to every word on a website. Some businesses are throwing away a perfectly good marketing opportunity by focusing their About Us page on all the wrong things.
It’s easy to find examples of About Us pages that miss the mark. Their message falls flat as a marketing tool, such as in Example One:
Example One:
A neighborhood cupcake baker may write, “My love for cupcakes began when I was a child. My fondest memories are of working side-by-side with my mother in her kitchen. Throughout my life, cupcakes have been a part of my happiest celebrations.”
A better way to begin this About Us page is illustrated in Example Two:
Example Two:
“There’s a reason why Our Town Cupcakes always has long lines of devoted fans. We specialize in unique flavor combinations handcrafted with only the freshest ingredients. Plus, we’re the only bakery in town to offer curbside pickup. Our Town cupcakes will transform any occasion — from a Monday morning meetings to your kids’ soccer practice — into a celebration.”
How we write a great About Us page
We always start with the most important details. The top of the page should give readers your strongest selling points. In the second cupcake example above, the first two sentences say a lot about the business including:
- The company’s name
- What it sells
- Its cupcakes are made with fresh ingredients
- These cupcakes are very popular
Even if readers spend just 30 seconds on this About Us page, they will have learned a lot about why they should buy their cupcakes from this bakery.
Content marketing is a specialized type of writing. It requires the ability to identify and clearly describe key value points. Our editorial team is skilled at this type of writing. Give us a try on a project. You’ll enjoy working with us, and you will like the results.
