DTC Brand Storytelling: How to Write a “Why Us” Page That Wins Customers

Let me guess your About Us page is full of I love coffee, I have a golden retriever, I graduated from *insert prestigious institution. Basically a bunch of sh*t nobody cares about.

​Too many brand owners think their About Page is the director's cut version of their LinkedIn and Hinge profile combined. I’m here to tell you why this is a huge mistake and is costing you coins.

Now I already went hard and broke down How NOT to write an about page. Therefore, we won’t spend too much time talking about the don’ts because this is about the do’s.

Let’s set the scene:

You are doomscrolling like usual, and you stumble upon a brand recommended by an influencer. This brand is a chocolate bar. This interests you because you literally cannot fall asleep unless you have your nightly chocolate sweet treat.

Now this influencers claimed this is the best chocolate they’ve ever tried. You are curious because the chocolate you eat every night can’t be topped. So it’s time to investigate this mysterious chocolate. You head to the brand's social media account and you’re seeing all the things you like to see, so now you need to know more. You land on their website because you gotta see if the social proof lives up to its expectations. You don’t want to buy yet, because you want to learn a bit more about the brand you would be spending your hard-earned money on. You click on their about page, and they start talking about how they were on the Lacrosse team in college and drink 3 cups of cold brew every morning. Why the hell should you care?

I’m here to see whether or not I’m switching sweet treats, and this brand thinks I care that they played varsity Lacrosse 15 years ago.

You see what I’m talking about. It’s not that these parts of your life aren’t relevant; it's that they aren’t converting messages.

You want every word to make a visitor even more excited to head to that checkout page. Don't give them a bunch of ice-breaker facts.

Lucky for you, I have a little exercise I believe will make your customer interested in your story so bad that they HAVE to purchase from your website.

Here is a simple exercise that should be included on your About Us page to convert customers:

Create a list of everything you want to include about yourself on this page. If you cannot make a direct connection of one of those topics to your brand, then do not include it. Every piece of information needs to make a customer feel an emotional connection to your brand. Solely stating you own a Golden Retriever does not close the gap between lurker and buyer.

It is your job to make your website experience as clear as possible because confused customers don’t buy.

So when you go to rewrite your Why Us page, think, does this story lead to the greater end goal? Conversion

If you are experiencing any of these pain points, I know exactly how frustrating that can be. You are building the next household name CPG brand, but your website sales say otherwise.

Leave website copy to the experts, and you focus on what you do best. Check out my Top Shelf service and book a free 30-minute Discovery Call. Let’s get your website together.