How to write a text "about the company", "about us": step by step instructions

Website page «about us» is a strategically important step on the way from getting to know the company to closing the deal. Through this page you create a first impression, a sense of trust is formed with the potential buyer.

Most texts «about us» look like this: «We are professionals, we are reliable, the best in the market. Order from us». What emotions does this text evoke for you? It is unlikely that you would want to continue to get acquainted with this company, because except for bragging, the text does not contain any useful information for the reader. And the reaction will be appropriate - a potential client will simply close the page and leave.

Let's figure out how to write a text «about company»so as not to lose clients, but to multiply them.

Objectives of the "about us" text

Let's first define for whom this information is needed:

• For competitors. They want to see how you build a section of the site «about us». Perhaps borrow your ideas or make sure their information is better presented.
• For a potential client. He is in search of a product or service and needs more information to make a decision.
• For the customer. He has already made the purchase, but there may be doubts about the right choice. He needs confirmation that he is not mistaken.

For us, the main points are 2 and 3. How to influence a potential customer to lead him to the purchase? How do we satisfy the need for confirmation of the right choice for the one who has already made it?

It should be understood that the text «about us» - is a commercial tool. In the case of 2 and 3 it's people who are purposefully looking for more information and it's no longer «cold audience».

Popular writer Maxim Ilyakhov, author of the book «Write, abbreviate»shows how to write «good» и «bad» texts about the company, let's look at some examples:

And here is an example of an exemplary text «about us»:

Now we will see how to learn to write the same texts using the method described in this article. The solution for writing text «about company» consists of five steps. Let's go through them in detail below.

5 steps to solve problems in the text "about the company

Step 1 - Information

At this point, the reader gets what he or she came for--information and arguments to make a decision. When making your arguments, back them up with real facts. For example:

• We have been in the market for a long time - > Our company was founded in 2010
• We have really fresh food - > We get food on the day we sell it. What we don't sell, we deliver to shelters.
• We are located in the heart of the city - > Our office is located 5 minutes from the central square.

Agree, the difference is obvious.

Step 2 - tune out the competition

The ability to objectively assess the pros and cons of competitors - an important step in compiling the page «about company». Ask the customer for data on the results of the target audience analysis. If not, your competitors and your target audience hypotheses are your solution.

Determine how your competitors position themselves and what data they post in this section. Based on this information you can compile a section «Our benefits» and point out what your competitors don't have. Perhaps even at this stage you will see where you are winning and where you are still lagging behind your competitors.

Step 3 - building trust

The formation of trust is the activation of a psychological trigger - disposition, that is, after reading the text about the company, the reader must like it. Let's assume this happened, then the client from a potential to a real one. This is where positive emotions come into play and then an action is taken - a purchase.

But there is also the opposite effect of the text. He will not like the user if it is not specific, it does not disclose the needs of the reader in the necessary information. Text based only on praise and adjectives «best» emotionally will create the opposite effect - rejection of the service or product.

It is important to mention the mission and values of the company. In this case, you are voicing points that coincide with the reader's beliefs and values. And so he likes your company even more.

Other points favorable to the user for the section «about us» - is honesty and openness. Even if you are a startup and don't have much experience at this stage, don't be afraid to talk about it. Talk about your desire to work for the quality and name of the company.

Introducing the team is another attribute on the way to customer trust. Add live photos of employees, give the company a human face.

You can also post a video of the workshop, the work process, or just the office where the employees are. Allow the reader to think in terms of images, so that you're the one who ends up talking to them.

Step 4 - psychological triggers

There are many other psychological triggers to hook the reader. The penultimate step and you're almost there.

Here we want to talk about other triggers you can use when compiling a page «about us».

1. Customer base. If you have already built up a certain number of clients - show them off. You can create a "our clients" section, and testimonials also work well. Even better if these are videos of satisfied clients. If your business doesn't involve collecting testimonials - make a block with numbers (number of clients, experience in this niche).
2. Awards, diplomas, certificates. Show the achievements of your employees. People like to work with professionals.
3. Community. To promote a themed product or service, create a community. Becoming your client means becoming part of that community.

Step 5 - getting a response

The final step in the application process. This is where you make it easy to contact you. Place the buttons «contact us» or «to leave a request».

You can place them both at the beginning and at the end of the whole section, or better both. Since it is not certain that the text «about company» will read to the end.

SEO and "about us" page

Keyword overload - one of the main mistakes in the composition of the page «about us». The main thing is the value of the information the section contains.

Remember that the text should not be a canvas, divide it into blocks, which we talked about earlier. For example, you have a lot of information, how do you organically fit the key positions without boring the reader?

Use summarizing from ReText.AI. With its help you can shorten the text online. The service selects key points from the information, removes water, and voila - you have a ready text for the section «about us».

The main mistakes in the design of the page "about the company"

1. Lack of narrative logic
2. Lack of useful information in the text
3. Fictitious, hyperbolized facts about the company, its services and products
4. Using photos from stock photos
5. Outdated information that does not correspond to reality

An example for inspiration
Metro Cash & Carry Russia

Section «about us» begins with the history of the company.

Projects next section, note that the bar with additional features comes down when you swipe the page.

The denotation of values is what we talked about above.

Caring for the environment is another point on the road to trust from the reader.

Demonstrating the team's workflow - giving a human face to the company.

Quality control at the stages of product release.

And now you are ready not only to buy something, but also to become part of the team.

Conclusions

The text about the company is a commercial tool. It has its own tasks that it has to solve. We showed you five steps on how to compose a text «about us»You only need to adapt it to your business.