Is ‘About us’ about you?

If you’ve read one, you’ve read a hundred. So how can your company stand out?

What’s your story?
Everyone loves a good story. And when our minds are stimulated, they’re like sponges, soaking up all the details and thirsting for more information. Bland lists of facts or dull narratives don’t turn us into sponges, but engaging stories centered on success, overcoming obstacles or amusing (yet relevant) anecdotes do.

Nike’s mission statement is simple: to bring inspiration and innovation to every athlete in the world. So to build on this promise and put its customers at the center of the story, the ‘About us’ page begins with:

If you have a body, you are an athlete
When Nike co-founder Bill Bowerman made this observation many years ago, he was defining how he viewed the endless possibilities for human potential in sports. He set the tone and direction for a young company created in 1972, called Nike, and today those same words inspire a new generation of Nike employees.

It goes on to give details about Nike – how many employees, the location of the headquarters and so on – but it does so through storytelling. By creating a legend around its brand, Nike’s About us page engages not only customers, but also partners, employees, prospective employees and stakeholders.

Find your reluctant hero
A classic storytelling device that can transform the way your business is perceived, the reluctant hero is an effective way to get your reader to enter your world. As long as your story is interesting and true, set the scene with a personal narrative about your company’s history and successes. In other words, show your human side so readers can relate to what you do. Before they know it, readers will become characters in your world, invested in the outcome of your tale.

Your About us page should provide basic information about your business – what you offer, who your customers are, how long you’ve been in business, your mission and, of course, your address. But if that’s all you have to say, you’re going to end up with a humdrum page that does nothing to set your company apart. Drawing readers in by connecting your personal story with their needs is the key to building relationships and trust.

Start socializing
Chances are, your About us page gets more visitors than you realize. Once you’ve got a good story to share, try incorporating social media in your About us page to drive even more traffic to your company’s site – and get people talking. Link to your blog, Facebook profile or Twitter feed, or post videos and share buttons to connect visitors with your company.