The values of your company and what you actually do at the core of your company’s being are a bit different than a mission statement you might put out on a press release or use internally for goal setting. It’s important to share exactly what you do and why it is the perfect solution for your customers. This is what sets you apart from the competition.

There are approximately 28.8 million small businesses in the United States alone, which means you have to learn how to identify yourself if you want consumers to remember your story and your brand. There are a number of ways to use your website to get across the message of who you are and what you do as a company. Here are a few ideas to help you get started.

1. Add an About Us Page

One way to clearly define your company to customers is adding an About Us page on your website. This allows you to give consumers a glimpse inside your company. For example, you can feature your staff and explain why they are the best at what they do, which in turn will define what your business does. This page allows you to describe your unique identity and show how you differ from your competitors.

Bulldog Skincare is made especially for men, and their About Us page reflects its masculine side as well as showing its bulldog mascot. The page features a bold photo that draws the reader in. The text then outlines what is different about the products — all natural and with a focus on men. The tone of the page is young, fresh and fun.

2. Feature Your Company History

Sometimes you have to know where you’ve been before you figure out where you’re headed. Offering users a glimpse at your company history can help them understand how you started, the struggles and triumphs along the way, and where you are today. There are many different ways to offer a company history, including as a story or a sort of timeline for users.

Nestle does a great job balancing between a text description of its history and sharing images of old ads, contracts and photos from the beginnings of the company and its growth along the way. This helps the consumer understand the driving force behind the brand.

3. Create a Video

A video is a great way to give users an inside glimpse of what you do as a company and what you have to offer. About 33 percent of time spent online is spent watching videos, and 85 percent of people in the United States watch videos on the web. Videos are a powerful medium to get a message across to online visitors.

Semcor utilizes a video on its landing page to give the consumer a glimpse of its business processes. This type of upfront information about how things work gives consumers a sense of trust in the company and the way it does business.

4. Embrace Images

Images are a great way to illustrate your company to potential clients or even to potential employees. With images, you can highlight what you’re stating in text or let the image do all the talking. Images should be highly relevant to who you are and what you do, but outside of that you can utilize either graphics or photographs to illustrate your point.

Teambit uses a drawing to show what its company culture is like and how its product can be used within other teams. In the screenshot of its landing page above, you see a drawing showing a meeting and then thought bubbles to add some text and details to the page. This is actually quite effective, because it is so unique. You don’t see comic book-style illustrations such as this on many other sites.

5. Make Infographics

You can also utilize an infographic to show users what your company’s statistics are. If you have stellar customer service, pull up some data and illustrate it into a visual representation of how satisfied customers are. You could even sprinkle in some short testimonials amidst percentages.

An infographic could also be utilized to illustrate some of the different services you offer and what is unique about them, to highlight your product or service in use, or to simply share statistical information about your employees.

6. Employ Descriptive Headlines

Strategically placed headlines can capture the core of your company as well and present it to a potential customer. For example, you can explain what specials you’re running, but here and there can work in a headline explaining why your company is the best at what it does, how long you’ve been in business, name drop some top clients with recognizable names, and give the user some insight into what you have to offer.

7. Embrace the Slider

A slider is a great way to introduce people to what you do as a company without taking over the entire landing page. If your focus for your landing page is to funnel visitors through and convert them into newsletter subscribers, then you might not want to take up much real estate on the page talking about the inner workings of your company.

However, you can add some slides to the top of your page that rotate through and explain who you are and what you do. The first slide might say you’ve been in business for 15 years, while the next slide details your quality control measures, and so on. This adds the element of explaining your company to someone new to your brand, but it also puts the focus where you most want it to be.

Storytelling for Your Brand

Getting the message across about what you do requires creativity and a bit of storytelling skill. You want visitors to stay engaged as they read through text about your history or goals. Your target audience will impact how you tell that story. Younger people may enjoy a video more than text. Mobile users will appreciate the ability to scroll through facts. Take the audience into consideration when choosing the best way to explain your company.