Take your About Us page into the real world

Somewhere in your site’s navigation, wedged between “Contact” and “Careers,” sits the page that actually does the convincing. The humble About Us page that makes every company cringe when they read it.

But About Us pages are worth their weight in gold. More than half of website visitors look for company information as soon as they land on a site. The About Us page pulls in the second-highest traffic of any page on the entire site, beaten only by the homepage.

That’s a lot of pressure for a page most people built in about twenty minutes back in 2019 and never looked at again. 

Your About Us page deserves better. It deserves a life outside the browser.

Read on to discover why you should take your About Us page off the screen and into the real world. 

Key takeaways

• Your About Us page is one of the hardest-working pages on your site, and gets almost none of the credit.
• We’re wired to trust a face before we’ve read a word, and 81% of consumers say trust is a deal breaker when deciding whether to buy.
• Stories beat stats every time, and a brand story people love makes them 55% more likely to buy down the line.
• Digital fatigue is real. People are served thousands of pieces of content a day and remember almost none of it. Only 44% can recall a brand’s ads they’ve seen online.
• A Postcard doesn’t get lost in a feed. Brand recall is 70% higher for direct mail than the same message online.

People trust people

Your About Us page is doing two of the hardest jobs in marketing: earning a stranger’s trust, then giving them a reason to remember you. 

A study found that adding a single photograph to an e-bank’s website had a significant, measurable effect on how trustworthy people found it. And trust is what actually opens wallets.. 

Before anyone compares prices or studies your product range, they’re asking a much simpler question: do I believe you?

We’re wired for stories

Stories are much the same. In one study, people sat through a run of presentations, stacked with facts and figures, and a single story. Ten minutes later, almost nobody could recall a single statistic. Nearly everyone remembered the story.

We’re built for narrative, and a story people remember is one they act on. When people relate to a brand’s story, 15% are more likely to buy it there and then.

A face and a story are two of the most persuasive things a brand has. Bury them in your About Us page, and you’re practically asking to be forgotten.

The internet is shouting, and nobody can hear you

Every brand alive right now has a mission statement, a founder story, a “here’s why we started this” paragraph. It’s not that your story isn’t good. It’s just that it’s competing for a few seconds of someone’s frazzled attention.

Digital fatigue is at an all-time high and only 44% of people can remember brand’s ads they see online. 

When everything lives in the same infinite scroll, nothing gets to be memorable. So the smartest thing your brand story can do is go offline.

Put your About Us page on a Postcard

So here’s an idea: take that forgotten About Us page off the screen and out into the real world. Put your story in people’s hands and let them experience your brand for themselves. Postcards are an incredibly easy way to make that happen. 

They can’t be lost in a feed. They sit on a desk, becoming a physical part of someone’s life long after you handed it over. 

You can’t scroll past a piece of print, which is one of the reasons why brand recall is 70% higher for direct mail than for the same message online.

Why Postcards are the perfect medium for your brand story

A brand that invests in a proper piece of print, thick stock, and a Special Finish tells people it takes itself seriously. A Postcard asks to be turned over, read properly, maybe propped up somewhere. 

There’s a nice bit of wit in the format, too. Postcards have always been how people share where they’ve been and what they’re up to, a small, personal “thought you’d like to know” object. Borrowing that shape for a brand story taps into something people already trust, because it reads like a message from a friend, not an ad from a company.

How to take your About Us page offline: 

Here’s where to start.

1. Pick one story, not all of them. Your About Us page probably tries to cover the founding story, the mission, the team, and the values in one scroll. A Postcard doesn’t have room for that so pick the single most compelling thread and let that carry the whole piece.
   
2. Design it like it’s going to be kept. Think of it as a keepsake. A strong image on one side, a short, well-written story on the other. Save the detail-dump for the website.
   
3. Decide where it lives in the customer journey. A welcome pack, a trade show table, tucked into an order, handed over at checkout. There are plenty of creative ways to use postcards, and the right placement matters as much as the design.
   
4. Treat it as part of your wider brand system, not a one-off. A Postcard that looks disconnected from your website and packaging damages trust. Get your corporate identity design right first, and the Postcard becomes one more piece of a brand people already recognize.
   
5. Mail it properly. Who’s on the list, what it arrives with, when it lands, all of it matters more than people expect. Before you send a single one, it’s worth getting to grips with postcards for direct mail.

Get your story out of the scroll and into someone’s hands. Explore MOO Postcards or discover how MOO Business Services can help bring your idea to life.

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