How to design 'About US' and 'WHY US' to change from "data" to "shutdown tools"

Real problems in life: Page 'about us' that becomes 'Cemetery'

Have you ever felt like this? You are dedicated to creating a beautiful company website with an attractive home page. There is a page/service page that is complete. But when clicking on the 'About US' page (about us) or 'Why US' (why choose us), the atmosphere has changed immediately ... it becomes like a storage room full of a company history that has never wanted to read, mission/vision. That looks elegant but does not reach Or a list of executives that customers do not feel linked at all

Finally, when you try to open Google Analytics, you find pain. Pain: These faces have high bounce rates (return rates) and Time on Page (time spent) low on the ground. It becomes a 'tons' page that customers stop by ... and then press off without off. This is a classic problem that makes beautiful websites. Many websites have to lose the opportunity to "close sales" unfortunately.

Prompt for illustrations: Compare images of the About US page. One side is a boring long text. The other side is a picture of a lively team with interesting storytelling.

Why did that problem occur: We are telling the "wrong" story.

The main reason why About US and WHY US page fail Not because it's "not beautiful" or "too little information" but because we are "Tell the wrong story." We often write it up from the perspective of "company" by trying to say that "How cool we are" "When did we established?" Or "What are we receiving?" All of this is "us" (us).

But in reality Customers who click into this page He has only one question in his heart: "What is it about me? (What's in it for me?) "

They do not want to know the world history. But he wants to know that your "story" will help "solve problems" or make the life of "him" better. The problem is caused by us:

• Focus on "us", not "customer": tell only the story of yourself Until forgetting that the customer is the hero of the story
• Presenting "information" instead of telling "stories": saying "the company founded in 2010" is less memorable than saying that "We start with a small Garagem with the belief that it will solve X problems for Thai people."
• No clear purpose: I don't know if you want the customer to "feel" or "what to do next" after reading Making this page become just a floating information without a powerful call-to -ction. How to learn how to write the correct About US page is to start solving the problem at the most.

Prompt for illustrations: simple infographic images Showing a view from "We-Focused" (big company picture) to "You-Focused" (the customer smiles are happy)

If left, how will it affect: not just losing the opportunity, but is "destroying trust"

Having a boring and unhealthy About US page, not just "losing space" on the website, but it has a negative impact on the business in the long term than expected:

1. Destroy Customer Journey: Customers may be interested in your products. But after wanting to know more about you and found a disappointing About US page The linkage and confidence that is forming may "collapse" immediately. It is like a beautiful dating. But the other party only told his own story to be boring

2. Loss of opportunities to make differences: in a highly competitive market Products and prices may be similar, but the "story" and "identity" of the brand is what makes you different. If your About US page is like 10 more competitors, you are no different from the "dozen" in the customer's eyes.

3. Reduce reliability: good About US page and represents humanity. Will create a feeling that "Behind this company, there are real people who care." But if there are only official and lively messages It will make the customer feel that the deal is with an unlucky and difficult company. This is undermine enormous credibility on the website

4. Miss the opportunity to close the sale: About US page is the best stage to change from "seller" to "experts who want to help" if you do well. Customers will decide to buy from you. "Because he believes in your identity." But if you let this opportunity go It means that you are forced you to judge you from "price" only.

Prompt for illustrations: Customer Journey, which is about to reach the conversion (buying), but there is a "Ton" sign that is written "Boring About US".

Is there any solution? And where should it start: turn the view from "About us" is "our story ... for you"

Solving this problem is easier than I think. Just we have to "turn the switch" in the brain from trying to "Presentation" to the "storytelling" that has a center of customers. The main principle is to answer the customer's question that "Why should I care about your story?"

This is a guideline that you can start immediately:

• Start with your "WHY": not "What" or "How", but "WHY". What is the beginning? belief? Or the problem that you can see and can't bear to get up to build this business? This is the heart of the whole story.
• Change history to travel: Instead of saying "founded the year x", try to say "Our journey begins when ..." and tells the obstacles, a small success, and the vision that drives you to this day.
• Make it "live" with the real person's face: put a picture of a team that looks natural (Not a card attached!) With a short explanation That represents their identity This will create enormous and reliable access feelings.
• Use Social Proof and Trust Signals: Combining compliments from customers. (Testimonials), award, or interesting statistics into your story. Great sources such as Copyblogger have always emphasized the power of About US page.
• End with clear call-to -ction: After the customer "in" with your story What do you want him to do next? Contact for advice? See related products? Or apply for news? Don't let the story end. But guide them to continue

The best starting point is to answer the question that "If customers can only remember 3 things about our company from this page What do we want him to remember? " The answer will be the main axis of creating the ABOUT US and WHY US page that is powerful and confident in accordance with the conversionxl principles. Trust Signals.

Prompt for illustrations: Infographic images showing the perfect About US page (Why, Story, Team, Social Proof, CTA)

Examples from the real thing that used to be successful: from ordinary coffee shops To brands with fans

Imagine There are 2 online coffee shops shops. A has an About US page that says "We are the importers of high quality coffee equipment in 2015. There are over 500 products" with a large warehouse.

While the shop B has an About US page that tells the story that "Our story starts with 'Boy', the young barista who is fascinated with the Darop coffee. But frustrated to buy good equipment At a tangible price in Thailand at all He then began to travel around the world to select the best equipment by himself. Try every piece until confident. And build this shop to share 'Happiness behind the coffee cup' for all coffee lovers "with a picture of Boy, who is drip the coffee happily. And reviews from customers who say "Get good things, like having a brother who is a barista to choose"

Which store do you feel more?

This is a case that actually happened to our customers who do SME's business. After adjusting the About US page from the shop A is a shop B. The result is:

• Engagement Rate is 300%higher: people spend more time on the face and click to see other pages.
• Conversion rate from people in this page increased by 40%: People who read the story Tend to decide to buy easier
• Received emails from customers: Many people send emails to greet and tell their own coffee as a small Community.

This is the power of changing "data" to be a "link" that is tangible. Which is the heart of the Case Study that is worth following and applied to the About US page perfectly

Prompt for illustrations: Comparison of the About US page of the first 2 coffee shops The second type looks warm, has a story and has a friendly shop owner.

If wanting to follow, what to do? (Can be used immediately): Checklist 5 steps to mold the About US page to be a golden vendor.

Ready to change your About US page? You don't have to think a lot! Try to follow the checklist 5 steps:

Step 1: Find your "story" (Find Your Origin Story)
Pick up the pen paper. And answer these questions:

• We start this business. "Why"? (Not "anything" or "How")
• What is the first "problem" that we want to fix?
• Is there a "turning point" or "obstacle"?
• What is the "last picture" that we want to see in the customers after using our products/services?

Step 2: Structure "Hero's Journey Structure"
tells your story, with "customers" as the hero and "Khun" as the guide:

1. Open the story (The Hook): Talk about problems or the world where customers are facing.
2. Introducing the INTRODUCE THE GUIDE: saying that you have encountered similar problems. And that is your starting point
3. Giving plans (Give Them A Plan): Presenting how your products/services will help them get through.
4. Create a success (Show Success): Projecting how their lives will improve when successful.

Step 3: "Show" is not just "tell" (Show, Don't Tell)

• Images and videos: Use the actual background image. The picture of the team is meeting. Or short videos. Recommend the "real" office "is always more powerful than" perfect ".
• Put the identity of the brand: Are you a funny brand? serious? Or warm? Giving the voice and writing (Brand Voice & Tone) consistently reflects that identity.

Step 4: Reinforcing the Build Undenible Trust

• Buried the best Testimonials: Choose a compliment that talks about "results" that are tangible, not just "good service".
• Show amazing numbers: "Help customers save x%", "more users than Y", "Rating 4.9/5 stars"
• Put a media logo or partner: If you've been talked about or working with big brands Don't keep it alone!

Step 5: Clearly tell what to do (Clear Call-to-Action)
after building a full confidence. Do not let the customer bend! Put a clear button or link like:

• "See how we can help your business. [Link to the Services page]"
• "Talk to our team [Link to Contact US]"
• "Choose to see the product that is right for you [link to the product page]"

Prompt for illustrations: a large checklist image summarizing 5 steps with each steps that are easy to understand.

Questions that people tend to wonder And the answers that are cleared

Q: It is necessary to separate the 'About US' and 'WHY US' page?
Answer: Not always necessary! For most businesses, especially SMEs, you can combine the ideas of both pages on the 'About US' page only. By using the story (About US) to answer the question of why customers should choose you (Why US), but if you are a large organization with many aspects that have to communicate The separation of the face may help to organize the information better.

Question: The company has just opened. There is no long history or any award. How to write?
Answer: Excellent! This is your golden opportunity that will not be attached to the same format. Focus on "future" and "commitment" instead of "past" telling the "passion" story of the founder, the problem that wants to solve all the heart, and "vision" that you have to customers and industries. Freshness and sincerity are the charm of big brands. Difficult to imitate

Question: How long should you write?
Answer: There are no fixed rules. The principle is "as long as necessary. But not boring and boring " "Interesting" and "Easy to read". Use short paragraphs, with sub -topics, use images and bullet points to divide various parts. So that people can sweep their eyes to read and capture the importance quickly

Question: What kind of team photos are you using? Between the Thai suit and a casual picture?
Answer: Choose the "reflecting the corporate culture and match your customer" the most. If you are a legal company or financial advisor Belief and official images may be appropriate. But if you are a Creative Agency or a tech startup A picture that looks relaxed, friendly and showing creativity may be linked to customers better. The key is "Authenticity".

Prompt for illustrations: Large question mark icon (?) Surrounded by small icons. That conveys each question (clock, trophy, ruler, shirt)

Summary to be easy to understand + want to try to do

At this point, I hope you look at the 'About US' and 'WHY US'. With changes, it is not just "that must have" according to tradition, but it is a powerful "powerful asset", the "Stage" that will make a difference and "quiet seller" that works for you 24 hours a day.

The most important heart is to change focus from "My story" is "how is our story going to help you?" Tells the story that comes with sincerity, showing the faces and hearts of the people behind, creating a tangible trust. And ending with a clear invitation for customers to travel with you

Do not let the webpage have this high potential. Became just a forgotten information anymore. Try to use the checklist in this article to apply. I guarantee that you will definitely see changes.

Ready to change the page 'About us' that is boring to become Is it a powerful 'tool for sale'?

If you need an expert who understands both Storytelling and Conversion to help you create a website that is not just beautiful. But can still sell the goods, try to see organization website development service , or if wanting to delve into the design of user experience, especially UX/UI design , ready to give advice to change every click to have meaning and create sales for you!

‍