Make time for some digital housekeeping now, before the holiday rush.

As a storyteller, I’m always drawn to the narrative that companies use and am curious how it resonates. In our channel, narratives vary greatly but two things are consistent. Most are out-of-date and many don’t provide a compelling reason to engage with their company. Now is a great time to look at the prominent places people look to learn more about your business. Your “About Us” and “What We Do” descriptions on websites, social media channels, and YouTube, as well as your collateral, ads, and presentations, should share a consistent, current message.

About Us with puzzle pieces
Image: Afi Hermatova/Getty Images

Here’s the thing. Updating your “About Us” and “What We Do” is more than just a refresh; it’s an opportunity to redefine how potential clients perceive your business. These descriptions are often the first impression visitors have of your company, and they should tell a compelling story that resonates, engages, and ultimately converts. Here’s how you can turn these often-overlooked pages into powerful lead-generating tools.

Begin With Purpose, Not Product

When revising your “About Us” narrative, the first thing to consider is your company’s purpose. The traditional approach is to list what your company does or sells, but that’s not what hooks people. Today’s customers want to know the “why” behind your business. Why did you start this company? What problems are you passionate about solving? The key here is to make an emotional connection. People make decisions based on emotions first and justify them with logic later. Your “About Us” narrative should inspire trust and make people feel they are aligning with a company that has a meaningful mission.

Humanize Your Story

People connect with people, not faceless corporations. So, who are the faces behind your business? Highlight the founders, leaders, and key team members. Share their stories, passions, and even some personal quirks that make them relatable. When potential clients can put a face and a story to the name, it humanizes your company and builds trust. Incorporate professional but warm photos of your team and write bios that go beyond job titles — talk about what drives them in their work and how they contribute to the company’s mission.

Show, Don’t Just Tell

You’ve heard it before, but it’s worth repeating: show, don’t just tell. Your “What We Do” narrative shouldn’t just list services or products; it should demonstrate how those offerings make a difference. Use case studies, client testimonials, and real-world examples to illustrate your impact. If possible, include data and metrics to show tangible results. And don’t forget visuals — photos, videos, and infographics can be incredibly effective in conveying what you do in a way that’s easy to understand and visually engaging.

Speak Directly to Your Ideal Client

A common mistake businesses make is trying to appeal to everyone. The result is generic messaging that doesn’t really resonate with anyone. Instead, get crystal clear on who your ideal client is and tailor your messaging to them [as discussed in this article]. Use language that speaks to their specific pain points, needs, and desires. When your ideal client reads your “About Us” or “What We Do” narrative, they should feel like it was written specifically for them. This doesn’t mean excluding other potential clients, but it does mean being intentional about who you’re trying to attract.

Reflect Your Brand’s Personality

Your brand has a personality, and your narrative should reflect that. Whether your brand is professional, playful, innovative, or traditional, your tone of voice should be consistent with your overall brand identity. This helps create a cohesive brand experience across all touchpoints, from your website to your social media and marketing materials. Don’t be afraid to let your brand’s personality shine through — this is what will set you apart from competitors and make your company memorable.

Keep It Simple, Yet Comprehensive

While it’s important to be thorough, avoid the temptation to overload your pages with too much information. Visitors should be able to quickly grasp what your company is about and what you offer without feeling overwhelmed. Break up text with headers, bullet points, and visuals to make the content more digestible. At the same time, ensure that you’re not leaving out critical information.

Incorporate Social Proof

Social proof is a powerful psychological tool that can greatly influence purchasing decisions. Include association badges, client logos, testimonials, and awards on your “About Us” and “What We Do” pages to build credibility. Case studies are another effective way to showcase your successes and how you’ve helped clients achieve their goals. When visitors see that others have trusted and benefited from your services, they’ll be more likely to trust you, too.

Optimize for SEO Without Sacrificing Readability

Your web pages need to be found in order to be effective, so don’t neglect SEO. Incorporate relevant keywords naturally throughout the text but be careful not to compromise readability. Google’s algorithms are sophisticated enough to penalize keyword stuffing, so focus on creating high-quality content that is informative and engaging. Use meta tags, alt text for images, and internal links to further optimize your pages.

Include Clear Calls to Action

Finally, don’t forget to include clear calls to action (CTAs) on both pages. What do you want visitors to do after reading your story? Whether it’s contacting you for a consultation, signing up for a newsletter, or browsing your products, make sure the next step is obvious and easy to take. Your CTAs should stand out visually and be strategically placed throughout the page, not just at the bottom.

Test and Iterate

Your website is not a static entity; it should evolve as your business grows and as you learn more about what resonates with your audience. Regularly review your “About Us” and “What We Do” pages, and don’t be afraid to make changes based on performance data and feedback. A/B testing different versions of your pages can provide valuable insights into what drives conversions and what doesn’t.

The Bottom Line

Updating your “About Us” and “What We Do” pages is an investment in your company’s online presence and lead-generation efforts. By focusing on purpose, storytelling, and user experience, you can create compelling pages that not only inform but inspire and convert. Remember, this narrative is more than just content — it’s an opportunity to build trust, connect with your ideal clients, and differentiate your brand in a crowded marketplace.

Want to discuss how to develop a better narrative for your company or brand? Drop me a line. I’m here to help! [email protected].

Original article can be found here: https://www.residentialsystems.com/features/secrets-of-success/crafting-a-compelling-story-to-drive-leads

A 25+ veteran of the residential tech & AV integration industries, Katye McGregor Bennett is the CEO of KMB Communications, a boutique communications firm that anchors the intersection of technology + design by connecting brands, buyers, and prospective audiences through creating compelling content and conversation that elevates and amplifies. In addition to co-hosting Design Uncut with Veronika Miller, Katye hosts two popular podcasts, Connecting Tech+ Design and AV Trade Talk. She is part of the DesignHounds influencer group and also serves on the NAHB Custom Technology Work Group, is a strategic advisor in the CEDIAHTA, and AVIXA communities, a frequent contributor to Residential SystemsConnected Design and founder of the AV Yoga group.