How to Craft the Perfect About Us Page

Before There Was Social, There Was the About Us Page

In the early days of the internet, a company’s About Us page was often the only digital space that provided insight into its mission and identity. These days, consumers have a vast number of options for researching brands and sussing out their values. The About Us page, however, remains an essential piece of digital real estate that too many brands overlook.
When Mat Zucker analyzed the About Us pages of some of the world’s top companies, he learned just how many of these pages fail to deliver real value with the stories they tell there. He also uncovered five archetypical approaches to composing an About Us page (The Five P’s) and common themes among the most successful pages. The best pages, he learned, told engaging stories and offered straightforward information about the brands’ purpose, principles, and more.
In this interview with Mat, you’ll hear more vital takeaways from his analysis of successful About Us pages. You’ll also learn steps for clarifying your brand’s voice and communicating that identity to your audience in the most intentional way possible, using one of the most essential (and undervalued) components of your online presence.

In This Episode

• The five archetypes of About Us pages (and how to identify which archetype your page most resembles).
• What your About Us page offers your audience that your other pages, profiles, and digital properties cannot.
• What Mat learned from analyzing About Us pages from the world’s top companies.
• Where to start when honing your brand identity and voice.
• How your homepage and About Us page serve different functions in your business’s web presence.

Quotes From This Episode

“About Us pages have been up since the early web. It was one of the first things created. People visited them because there was no way to access a company. There was no social.” – @matzucker
Don't just look for your one big story. Look for many stories that really embody who you are or illustrate what you do. Click To Tweet
“Right after ‘What I Believe’ and ‘Why We Exist,’ go one level deeper, into your principles.” – @matzucker

Resources

• Get the free Content Experience Report here.
• Stay connected with your email subscribers using Emma.
• Read more about uncovering a meaningful brand identity in Start with Why by Simon Sinek.
• Learn more about Prophet’s consulting work.

Content Experience Lightning Round

If you had to write an “About Us” page for yourself, what would you include?
Mat would start with his history—crafting a story arc is very important to him. From there, he’d delve into what he makes and does.
See you next week!