Humanize Your Brand by Telling Your Story

Hi reader,

When was the last time you updated your About page? It’s okay, you can be honest…was it when you first built your website?

This page tends to fill on the back burner for many of us, but this is a big mistake. Today I want to talk about how to make sure your About page is doing its job and making an impact.

Today’s advice to grow your business

Use your About page to tell your story and connect with customers on a human level.

It's not enough to just upload a few headshots of your team and throw together a generic paragraph about your "commitment to excellence".

Your About page needs to tell the story of you – the human behind the brand. How did you get here? What drives you? What kind of problems do you love to solve?

And the way you tell this story matters too. Tell it in a way that shows off your brand’s personality and makes people feel like they know you.

Here’s how this will benefit you

You'll build the kind of trust that turns visitors into loyal customers.

Most of us wouldn’t trust a random stranger with our money. But what if that stranger sat down with you, told you their story, and showed you they shared your values? You'd probably feel a lot more comfortable doing business with them.

That's exactly what an About page should do. When people understand your story, they'll naturally feel more connected and more likely to trust you with their business.

People will remember you long after they leave your website.

When you share your authentic self and tell your story in a relatable way, you create an emotional connection that sticks with people long after they leave your website. They'll remember the feeling they got when they read your story – and that's what will keep your brand top-of-mind when they happen to need what you offer.

Your first step

Take a close look at the current state of your About page. 

Here are some things to look for:

• Does it tell a story? Make sure it’s not just a list of facts – people connect with stories, not resumes. 

• Is it clear what your core values and beliefs are? Look for places where you explicitly state your beliefs or the principles that guide your work.

• Does your personality come through? Or does it sound like a generic corporate brochure?

• Is it all about you, or is it about your customer too? It shouldn’t all be about you. Connect your story back to how you serve your customers.

Based on your answers, identify at least three things you can improve. It’s okay to start small, but whatever it is, make those changes today. 

Don’t overthink it – taking action is the only way to get closer to your goals.

Best,

Jono