Who are these people visiting your About Us page?
Email Last Updated Oct 18, Your About Us page is probably one of the most visited and highest ranked pages on your website. For most small businesses, the About Us page is what most powerfully establishes credibility.
That is, unless yours stinks. Writing about yourself is hard. Writing about your business can be even harder. Imagine you channeled your inner Bernie Madoff and desperately need a lawyer. Would you hope to see this: Potential customers who click your About Us page are already interested; now they want to be reassured you are the right choice.
What do potential customers want to know?
At a basic level, first-time visitors want to know you own a real business with real capabilities. What questions are you asked during sales calls? What information tends to seal a deal or win over a hesitant customer? Facts are compelling, superlatives are not.
Lots of About Us pages are filled with words like outstanding, excellent, world-class, visionary, cutting edge, etc. If your business truly is outstanding, prove it with facts. Describe what your business hopes to achieve, and how.
As a general rule, the smaller the business the "fluffier" the About Us page. Trying to make your small business look bigger is a natural impulse but can also create awkward moments when a potential client asks for references or specific examples. Greater focus on individual customers, shorter lead times, a burning desire to prove yourself in a new market, etc.
Turn who you really are into an advantage. Describe qualifications, but be brief. Certifications and awards are great, but pick a few that resonate the most with potential customers.You may be wondering how writing for the web is different than other types of writing.
Website content creation is an art form all its own because unlike print materials, web visitors prefer to skim the text. Feb 08, · How to Write a Company Profile for a Website.
In this Article: Providing Key Information Writing the Profile Connecting with Readers Community Q&A Each company website should contain a company profile. This page (often also called the “About Us” page) should welcome visitors to your website, and will also give your potential clients information about the company itself%(12).
Whether you don’t like writing about yourself, you’re not sure what goes there or because the whole thing just makes you feel plain awkward, writing the business About Us page is a task that intimidates many small business owners. As in most things, the best answer for writing your “About Us” page is to find the middle ground.
Differentiate Your Company from Competitors The “About Us” page is the place to toot your own horn, but do it with facts not hype. Feb 11, · A website’s tone of voice communicates how an organization feels about its message. The tone of any piece of content can be analyzed along 4 .
Avoid writing a soliloquy (too much text is a turnoff) and focus on connecting with your site visitors. For example, Thomas, who just returned from a day speaking tour on better Web marketing, told her dozen or so employees to write their own bios for her company's About Us page.