Your company's story already has loads of potential to captivate and keep your users engaged: it's unique, it's your brand's identity. There aren't two of a kind!
Now that we've got this straight, let us pop up THE question: how are you going to benefit from your story's uniqueness for drawing people in? How are you going to tell it so that you captivate them first, build trust around your brand secondly and then: boost your conversion rates, too?
How about using your About Us page to “tell this unique story of yours”, to tell it your own way and not in a stiff, impersonal manner that would only make it blend with the masses?
How about breaking the mold and turning this section on your Drupal website into a “storyteller” instead of a “boring” facts and stats-showcasing “board”?
How do you tell your story on your About page in a way that engages, builds trust and sparks emotions (not to mention “leads”)?
1. Tell Them Your Story
Remember that we've already talked, in one of our older posts, about the importance of incorporating your brand's story into your website's design?
Well, you should stick to this good practice if you truly want to be part of the exception, to make your site “stand out from the masses of websites”.
Therefore, engage in brand storytelling on your About page and make your readers... engage with your brand. It's they very first step that our web design team in Toronto takes when starting to create About pages: listening to our clients' stories!
What makes your brand different? Which was the “vision” you had when you “drafted” the first prototypes of your products/services? How did you imagine they would impact people's lives, make a difference and “change the world”?
Maybe you have a funny story about the “birth” of your company instead, or a daring projection of its future “mission” in the real/digital world. Tell it to them!
Run an analysis of your brand's identity, track that “something” that easily sets it apart from the crowd, then go ahead and “exploit” it: put together both descriptive and emotive copy, along with visually-absorbing graphics and “tell” them your story instead of just “delivering” it to them.
A good story will instantly “inject” meaning into your products/services, it will put them in a context and where do you add that good stories are “sticky”, too: they go viral!
2. Humanize Your Brand
It's human beings that you're reaching out to! Not “bots”, not just generic “users”, not just a faceless “audience”.
So, a little empathy, from the human beings in your company to the human beings “paying you a visit” on your website, will just come to strengthen your communication.
In other words: put a human face on your brand, showcase its personality on your About page.
Tip: how about adding some smiling faces there? Natural, genuine smiles (not the corporate-like, “fake” ones), are “scientifically proven” to help people connect and to boost conversions.
Step out from the mass of “stiff” jargon-using companies! It will just make your brand speak “the monotonous robots' language” to your users!
Instead, tell them about your brand, tell them your story with simple words, using short sentences infused with your brand's authentic voice. Whether this means adding the fun factor here and there, some “punchy sentences” or even “on the spot” made up words (easy to “decipher”).
Go for “friendly and empathetic” language and stay away from “rigid” and patronizing language.
3. Trigger The Power of Video Content
… and you'll keep your visitors “hooked” to your About page way longer!
Not to mention that you'll portrait your brand as an innovative one, ahead of the curve, interested in delivering interactive, engaging user experiences.
So, why shouldn't you “unleash” the power of video on this special section on your Drupal website? Tell your story in a video!
Or, even better: put together the power of video with the power of audio and trigger the “force” of multimedia on your About Page! It will be a multi-leveled experience for your website's visitors. Your story's certain to remain carved in their minds for a longer period of time than conventional “harder to digest” chunks of text!
4. Make It Visually Attractive
No matter how extraordinary your brand's story might be, it will impress and fascinate no one if you present it like a list of paragraphs conventionally entitled: Our Team, Or Mission, Our Values, Our Achievements etc.
Your story needs to stand out, visually, on your About page, if you really want to draw visitors in, if you expect it to captivate them and to make it “stick” to their memory!
Your visitors are “highly visual human beings”, so, once you've accepted this, see how you can adapt your whole content strategy around this principle!
No matter what web design team in Toronto you might collaborate with, suggest them to focus on your About page's visual attractiveness (a page which is way too often overlooked)!
Challenge your creativity, get bold, have fun and come up with a clean and fun design, create graphics to liven up your text and to infuse it with visual personality! Think of all the means of making your Abut page look “visually atypical”!
Once you've caught their eye, you'll instantly increase your chance to “lure them in” and to get them into the right mood for “listening” to your story!
5. Use Testimonials as Trust Builders
Your About page is all about building trust, about creating that aura of “authenticity” and “trustworthiness” around your brand. Not just about luring users in and “wowing” them with your unique story.
Trust leads to better conversion!
So, could you think of more efficient trust signals than testimonials? No matter how well you tell your story, visitors will always trust other humans rather than “the voice of your brand”, no matter how authentic and friendly it might sound to them.
Therefore, display testimonials on your About page! Those certifying your products/services could be either regular people or authorities in your niche!
Consider letting others tell your company's story! They'll always be far more convincing than you!
Tip: consider, also, associating your testimonials with “real faces”! Add the pictures of these “witnesses” willing to tell “chapters” of your story! Your testimonials will instantly look far more authentic: visitors will then be able to put a face on each one of the names testifying for your brand!
6. Rely on Words Alone To Make Your Story “Sticky”
You don't even need to ruin your budget for crafting an outstanding About page that draws visitors in and engages.
You could rely on copy alone, for instance! But on creative copy that's compelling, has humor in it and it's “injected” with personality (not corporate-talk).
It takes practice and it takes writing skills for turning your copy into an efficient “one man show” on your About page. For making it it rival other About pages featuring parallax scrolling, visually-absorbing graphics, video content and other types of “juicy” content.
But it is “doable”! Give it a try: carefully chose the words that will tell your story and let them cast their spell and compel!
7. Seize the Chance to Throw in A Web Form
Your About page is, after all, one of the pages with the highest-traffic on your Drupal website. So, why not taking advantage of such a “massive” audience by putting a lead-capture form into the spotlight?
You're not “just” building trust on your About Us Page, you're actually trying to build trust for better conversion, right?
Well, once you've reached your first goal, with the help of your good story told in a highly engaged manner, how about turning it into an opportunity for boosting conversion on your site?
Put a web form for your visitors to complete right after they've “listened” to you story, when they're still under its “spell”?
The better your story will be and the better you say it, the more contact info and signups will your strategically-placed web form bring you!
Ponder on this “shrewd” strategy for a while!
Your turn now! What other tactics do you use for designing “About Us” pages that stand out? Let's discuss them in the comments section below!