How To Write Effective 'About Us' Pages
Does your website have an 'About Us' page? Do you have one simply because everyone else does?
This article will give you insight into the real value of such a page and ways to maximise its value.
When a customer visits your site, chances are 'About Us' is one of the first links he/she will click on. This page can make or break their decision to give you their business.
Their primary question is: 'Can I trust this company?' You can answer this question on your 'About Us' pages by showing visitors that you have a solid track record as a reputable and customer-focused organisation.
To buy, visitors must hear about themselves and what you can do for them.
New visitors to your site want to know straight away what your site has to offer them. When customers click on your 'About Us' page, they are giving you permission to talk to them about your company. That doesn't mean you shouldn't focus on their needs. Just because they are asking about you, doesn't mean can you bore them with what you are excited about.
If you are struggling to find customer-centric content to put on your 'About Us' page, we have prepared examples of visitors questions worth considering:
• What does your website/company have to offer?
Yes, this seems obvious, but is often a forgotten rule. If someone can't figure it out immediately, chances are they'll go somewhere else. Describe clearly your target market and what you do.
• What are the benefits of reading the website/choosing your company?
Your 'About Us' pages should include the benefits you offer to customers, and how those benefits distinguish you from competitors.
• Why do you do what you do?
Reflect your company's passion. Bryan Eisenberg, a marketing expert points out that Nike's 'About Us' pages effectively express the company's passion.
• Who are the people behind the company?
Remember to say who you are, not only what you do. Let customers see a more human side of your company. Humans are attracted to humans, so why do so few sites include photos of company employees?
• What does your company stand for and stand against?
Effective 'About Us' pages also reflect your company's brand image and personality.
Learn to write for the web
Knowing what to say and how to say it on the web can be tricky. To compound that challenge, 'About Us' pages have to convey critical information in a concise yet powerful manner. If you don't have time to develop your own Web-writing skills, bring in a professional who can turn out top-notch 'About Us' pages. We have written about writing for the web in previous newsletters so you can also learn from our experience.
Let your clients say!
Customer testimonials carry more weight than praise that you heap on yourself. When you receive unsolicited positive feedback from customers, ask if you can quote them on your Website, ads and elsewhere. Request feedback from other customers as well. Ask those who report good experiences to be specific about how your product or service helped them. Always request permission to use customer comments in your promotions.
Points of interest to your visitors
In addition to those mentioned above, consider adding important information to your 'About Us' page:
• Your company history. Some highlights with a simple chronological timeline or a compelling story about how the company got its start. Or focus on the background of the founder and what led him or her to launch the business.
• Profiles of executives and other key managers. Like we said before - remind prospective customers that there are people behind your company's success. Include photos of executives and other key managers along with their profiles.
• A list of awards and other recognition you have received.
• Press releases and other resources for the media.
• Information on how to contact you. Your contact information should include a street address. When visitors see only an e-mail address it raises questions about how legitimate you are.
Ask your web developer for more information or contact us if you need any help with preparing a professional website.
Sincerely,
HeadChannel Ltd
www.headchannel.co.uk
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