Storytelling is an important part of who we are as humans. Since the first hieroglyphics were smeared on the walls of ancient caves, stories have captured our attention and our imaginations. Here are a few tips to help you connect with customers by sharing your business’s story in the About Us section of your website.
A great story has tremendous value. It catches your attention, it’s interesting and it’s memorable. Think about how your business came to be. Perhaps you began in a converted garage. Maybe it was your 3-year-old daughter who sparked a prolific idea. Or maybe you lost a job but discovered your calling. Whatever the case, if you’re passionate about your business, then you have a story to tell!
Be Specific and Use Details
Details bring a story to life and they’re what stick in people’s minds. If a potential customer is interested in your product or services, they’re going to be interested in the details of your business. Share the details that make your business unique and website visitors will feel more connected to you. By opening up, you’ll allow visitors to become invested in your business.
Take the opportunity to show visitors what you do better than anyone else. Explain what really sets you apart and why you can be trusted to provide better products or services than the competition. Are you the fastest? Newest? Friendliest? Maybe you pride yourself in offering free, half-hour consultations to prospective clients, or maybe you’re the only company in town offering a specific product. Your story should set an expectation of what it’s like to do business with you and it should also help to establish brand identity. Even if you don’t actively managing your brand at all times, your story will.
But I’m Not a Writer!
Don’t worry — no one is expecting your story to rival Charles Dickens. The most important thing to remember is to provide clear and simple content. Don’t try to sound like something you’re not and don’t use business-speak. Just tell the truth, in a good way. But, if the thought of putting pen to paper proves too terrifying, it’s worth hiring a freelance copywriter. With a little research, you’ll be able to get something great, at an affordable price.
Think about what makes your business unique and try putting it on paper. Your story might not win a Pulitzer Prize, but it’s got to be better than those cave paintings…