Lesson 4: Tell your story

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The About Us page is your chance to shine. While the Home page gives a short and sweet summary of what you do, the About Us page tells your story. It’s your opportunity to get personal and passionate.

DON’T FORGET!

Consumers are interested in the face behind the business, and a lot of potential customers are willing to go out of their way to make purchases at a shop they connect with.

Remember that one important way to build your brand is to develop messaging that resonates. You’ve got a compelling story to tell. This is your opportunity to create clear messaging that captures your Why and echoes the things you know about your customer’s value.

So, what does an About Us page accomplish?

Your About Us page should answer questions like:

  • How did you start your business or non-profit?
  • Why does your business or non-profit exist? What’s its mission?
  • What does your business or non-profit do differently than other businesses?

For example, you could include a story of why you started your venture, photos of yourself or your staff, and even a biography on your expertise.

Don’t be afraid to display your skills and accomplishments—you’ve worked hard, and your expertise adds credibility to your business. If your business has won any awards or if you have some great quotes from satisfied customers, then you could highlight this information, too. 

Case study: El Charro Hipster

Every business has a story to tell. For example, Azul, Francisco, and GG (a few of our Phoenix Empower participants) decided to open a family restaurant to bring back the art of conversation. Together they infuse culture, heritage, and passion into every aspect of their business. You can learn more about the Peralta family and hear their story on GoDaddy’s Made Here podcast.

The goal of your About Us page is to connect with your customers. Be genuine and authentic. Let the excitement and pride you have for your business be contagious to your website visitors.

Activity: Identify content for your About Us page

Pull out your nifty Content Creation worksheet and fill out the “About Us” section (on pg. 4) to plan the content to include on this page. When you’re finished, continue on to the next lesson.