Often overlooked, your About Us page is the one spot on your website that should be all about the history of your association! This section is your chance to create a human connection with your audience for members and potential members alike.
By thinking of your About Us page as a tool for your marketing campaign, you can update your audience on your past, present, and future. Take a look below at how you should use the six W’s (What, When/Where, Who, Why, and How) to best update your About Us page.
What - First things first: What does your association do? If members (or potential members) are coming to your About Us page, they probably are looking for answers to some pretty basic questions. The first thing you need to answer is your association’s purpose. What does your association provide your industry? Often, About Us pages can feel the need to elaborate your worth but the key here is to keep it on point. Otherwise, you’ll lose your audience before they get to the good stuff.
When/Where - Time to flash back to the beginning of your association. These W’s go into the basic details: When and where your association was founded, how long you’ve been around, and if you’ve moved locations. Providing these brief details requires little to no effort, yet presents genuine credibility to your association. Sounds like a win-win to us!
Who - Similar to the first 2 W’s, this one allows you to reveal the Oz behind the curtain. Who are your founders, who is currently on staff and who is on your board of directors? Your members (and potential members) want to know you are real people, so don't be shy about putting headshots on this page. And take a look back in time and find some snapshots that capture the culture your association. These photos can include your founder’s first day, company outings, or any public association event!
Why - At MemberClicks we think about this question a lot. Ultimately, your “Why” should be touching on your association’s mission. We ask you: What reason did your association need to exist and what niche are you filling? Providing these answers to your audience might clear up some lingering questions and provide clarity on whether they want to join or not.
How - Now that your audience has some background about your association, it’s time to provide examples and highlights on how you accomplish this on a day-to-day basis. We recommend providing some big turning points, ranging from growth within your association, gathering statistics of your community impact, traditions you’ve picked up along the way, or even the basic process of how you help your industry.
Your goal when writing your history should be to integrate each of these W’s into a personable and memorable story that defines your association without letting it get too dense. Take your time and let it be a collaborative effort across the board to allow your audience to get the best inside view of your association. As for future historical moments in your association, we recommend keeping a live document to record any big updates in your timeline. You’ll thank us later when you need to refer back!
Making a good first impression on your potential members can be intimidating for both novice and experienced marketers alike. If you’re looking for some quick tips, take a look at our Beginner's Guide to Inbound Marketing for Associations to see how to start integrating inbound marketing into your next campaign!