How to write your “About Us” story to connect and convert.

You might have noticed that “About Us” pages on websites are being replaced with “Our Story” pages.

Even social media outlets like Facebook are making changes to the news feed algorithm because it’s becoming increasingly apparent that people want to cut through the noise and connect.

This new way of understanding audiences is so important to your website because the “About/Story” has become an unsuspecting place for conversions.

There are two main audience conversion journeys for this page:

Building community.

Let’s say you have a product or service that drew a particular person to your website. They are interested in what you have to offer, but they want to know if you’re worth it.

This might prompt a cold visitor to investigate your brand further (especially if you have a higher price point or investment) so they can warm up to your offer.

After reading your story, they should have the opportunity to sign up for informational emails, follow you on social media, and contact you with welcoming call-to-actions.

Facilitating sales.

On the other hand, if you’re selling a product that typically has a short turnaround from a lead to a sale, you may want to include a soft-sell carousel of “Popular Items” or “Recent Purchases” that visitors can click on to feed their curiosity further – and hopefully convert.

Both of these journeys prompt a conversion, but only if your story connects with the visitor first.

You can’t catch a fish that isn’t hooked.

Your story should be refreshingly honest. Do you want to read “about” the logistics of a company? Neither does your audience.

When writing your story, make sure to follow these points of reference to bond with your audience in a way that makes you the ultimate guide that improves their LIFE.

(This doesn’t change if you’re B2B, everyone wants a better life. If you improve their business, you improve their life.)

1. Identify a character – This can be you or a customer of yours. 

2. Identify the character’s problem. 

3. Create empathy between the character and the reader. 

4. Detail the problem and amplify the consequences if the problem went unsolved. 

5. Talk about the journey to solving the problem and your roll in facilitating the transformation. 

6. Describe the benefits of the transformation. 

Now go write your story and let me know how it goes!

BONUS: Get our full guide on “10 ways to fix your website and grow your business today,” complete with extra action items and bonus pro tips.
Andy Ptacek

Andy Ptacek

Hello, I’m Andy! My part here at Liquis is everything marketing. I get to work in the trenches with the design team on things like brainstorming content and visuals to ensure the marketing and business objectives of our clients are communicated in the most beautiful, strategic fashion. I also work the on the internal marketing initiatives for Liquis, including many cause-related events that coincide with the company's mission to help.