Did you know that more than half of your website visitors want to see an About page? It’s one of those pages that many of us are guilty of overlooking. But, it’s more important than you might think.
It’s where you tell your story, set out your brand ethos, and start to build a relationship with customers. There’s nowhere better to upload a great video that really grabs their attention.
In this post, we share tips for upgrading your About page with video. You’ll learn how to produce video content that will not only interest prospects, but move them further down the sales funnel.
A history worth sharing.
Think back to those early days when you told friends and family you were about to start your own business. Chances are, they were all interested in learning what inspired you. Your About page is just like those conversations, but online rather than face-to-face. What better medium to have that conversation than video?
Telling the story of your brand is something of an art. You want to pique your viewers’ interest, leave out the boring bits, and make your brand seem relatable. As a starting point, every good story involves sharing the 5 Ws:
- When did you decide to become an entrepreneur?
- Why did you want to make the product?
- Where did this happen?
- Who was involved at the start?
- What happens next?
For more storytelling tips, read our post The Secrets of Storytelling: 11 Ingredients for Better Videos.
What you’re all about.
If we’re honest, this has the potential to be a little boring. In fact, most of your viewers will be able to guess what they’re about to watch: committed to customer care, high quality products, blah blah blah…They’ll switch off and you’ll have lost the opportunity to say something that sets your brand apart from the crowd.
One way to get the creative juices flowing is to see what others have done. But beware of being too influenced – always stay true to your brand voice. This humorous parody makes the point that many marketing videos are a carbon copy of each other. Dare to be different!
A shout-out to the people behind the scenes.
These are the people who make it all happen, so it’s a nice touch to include them in your About page. Try a short interview with each team member where they share something interesting about themselves, what inspires them, or even what they wanted to be when they grew up.
This helps to show the human face of your brand. Business is about buying from other people, so let your customers know who they’ll be buying from.
One element you might have missed…
Once you’ve made the suggested video changes to your About page, your website visitors will be clued into what your organization is all about. That’s important, but there’s another function of an About page. It’s an opportunity to answer some of your customers’ questions.
I’m not suggesting you turn your About page into a FAQ page. Instead, create one or two short videos where you answer just a few of their most common questions. These will be ones that you find yourself answering time after time via email or on the phone. These could usefully address:
- Delivery times
- Delivery costs
- How to access help
- Where to get replacement parts
It’s not all about you!
Yes, it’s called an About page and it’s ostensibly about your brand, but let’s think outside the box a little. This is a golden opportunity to show your customers that you put them first. A video where you show them how your company will put them first is a must. This should communicate that you:
- Understand their goals and objectives
- Empathize with their challenges
- Want to make them happy
A good way to do this is to create a video showing the customer journey. The protagonist should buy the product (this is where you show how easy it is to use your website), receive delivery, and use it. Another video might portray the customer experiencing a minor difficulty, which is resolved quickly.
You might be wary of portraying a flaw with your product, but realistically this is something that customers will be thinking about. For most customers, the problem doesn’t occur when a product is faulty, it’s when the brand doesn’t deal with it swiftly. So, showing what happens when things go wrong reassures your audience that whatever happens, your company is here to help.
Build trust by keeping it real.
Especially if you’re a startup, it’s important that you start to build trust in your brand. Each video should feel authentic. In fact, this is one of the video industry buzzwords. So what exactly what does it mean? A video that’s authentic is one that clearly understands its audience and their needs. It doesn’t try to sell to them, instead it opens the lines of communication. It might even feature an impartial individual such as a brand ambassador or customer.
Airbnb have nailed it with their Stories video campaign. These videos feature real customers who use their product, sharing how the brand has made a positive difference to them.
If you are planning to appear on video, be yourself. Viewers will sense immediately if you’re pretending to be something you’re not. If you’re funny, let this come across in your videos! If you’re snarky, let it out on camera! Authenticity can be difficult to communicate if you’re not experienced in front of the camera. If this sounds like you, 27 Ways to Feel Like a Natural in Front of the Camera is a great resource.
An About page isn’t just about your brand. It’s about what you can offer your customers. Address their needs, tell them how you can meet them, and make them feel comfortable doing business with you. Video is an ideal way to make your brand more relatable, to show visitors that real people just like them are at the heart of it.
Did you know that video on a landing page can increase conversions by 80% or more? That’s pretty mind-blowing. We have a challenge that could make a massive difference to your business! Implement our suggestions for video on your About page, and see how your conversions are boosted. Let us know the results in the comments below!