Most of us like to have our ‘About Us’ page in the main navigation bar, normally the second button or right at the top of the page . If you are doing a good job with marketing yourself online and are receiving the traffic you think you should be getting, these potential customers will naturally head to your ‘About Us’ page–often within three to four clicks—to look for more information about your company and to gather information to assist them in that buying decision.
Writing about yourself and your business is often awkward; So many ‘About Us’ pages read something like this:
“New Idea Technologies” provides unique solutions that redefine enterprise networking and connectivity by providing a blend of innovative world-class services and outstanding customer experiences to discerning businesses.”
Now what does that actually mean….to the average person nothing but a string of buzz words that we have all heard before from most corporations and we instinctively know that even the CEO of that company would have a hard time explaining it.
1. Start with the customer’s needs.
Take a different approach. Make sure your About Us page gives potential customers the information they need to feel comfortable choosing your company: Customers strangely, don’t care about what you do; they care about what they receive: What solutions and benefits you are offering that will make their life easier.
- At a basic level, first-time visitors want to know you own a real business that can deliver on their expectations.
- What do customers typically ask during a sales call?
- What information tends to seal a deal or win over a hesitant customer?
‘a blend of innovative world-class services and outstanding customer experiences” means nothing to me, but proven service levels of case studies can illustrate a 95% on-time delivery rate with ‘real time’ technical support within 45min that has a 99% success rate over the past three years” means a lot more–because it means you care about, measure, and deliver a service critical to my business.
2. Think facts, not superlatives.
Many ‘About Us’ pages are filled with words like visionary, outstanding, best of breed, excellent, world-class, cutting edge…If your business really is outstanding, give me facts: I’ll decide if you’re outstanding. If your business really is visionary, tell me about cool products you’ve developed: I’ll decide if they’re visionary.
3. Never try to be something you’re not.
If you’re small and focussed, own it. Start-ups are cool. Describe how new clients will benefit from the fact you’re new or small:
- More focus on individual customers
- Shorter lead times,
- You’ll take relatively small orders so you can prove yourself in a new market, etc.
Speaking of being who you are…
4. Never stop tweaking.
A great About Us page should be a work in progress. Whenever you land major customers, add expertise and capabilities, enter new markets, open new locations, etc., update your About Us page right away. Make sure your About Us page always matches what you would say if I asked you about your company today.
5. Get Feedback.
Ask people who know little or nothing about your business to read your About Us page and then describe what you do. If they can’t answer most of the five Ws (who, what, when, where, why), get back to work.
6. Finally, get over yourself.
If you’re fairly modest you tend stop short of describing your business accurately. If you aren’t particularly modest, writing your About Us page can be really fun.
- Focus on facts, figures, and accomplishments.
- Objective information is a lot easier to write.
- Use plain language to describe how you fulfil those needs and solve those problems.
- Use plain language to describe who you really are.
That’s the best way to establish credibility and help potential customers decide you’re the best choice–because ultimately people do business with people, not with companies.
If you need help with your ‘About Us’ page, contact WSI OMS.