When a website visitor clicks "about us" they usually have one thing on their minds: "Who are these people?" Your prospective customers want to get a sense of the people behind your website. They're also looking for signs of trust and credibility.
The about us page is where visitors actually want you to talk about yourself. So don't blow it by writing vague hype, dull mission statements or empty marketing cliches.
You should use your about page to begin building relationships with your prospective customers. At the same time you can reinforce why you're a better options than other companies competing for their business.
The following three tips explain what to include on your about us page:
1. Company history: A brief history of your company reassures readers that you have a solid track record, and are reputable and experienced.
Here are three easy ways to structure your company history: Write a story about how the company got started. Focus on the background of the founder, and what led them to launch the business. Or, present company milestones in a simple chronological time line.
2. Profiles of key staff members: Visitors like to get a feel for the people in your company. So introduce the key personnel with a brief profile. Include a photo if you can. If you have too many profiles to fit on one page, you can create links to single-page profiles for each person.
Rather than reciting a dull resume, write about how that staff member helps create customer satisfaction. A relevant quote from the staff member adds a personal touch.
3. Your credentials: Your about us page should include your credentials, accomplishments and recognition. You can break them out into lists and/or sprinkle them throughout the page copy. You can include details of your qualifications, membership of peak industry organisations, awards you've received, and media recognition.
Your about us page is particularly important if you're selling products over the web. People need reassurance that you're a reputable business before they'll enter their credit card details.
The about us page is where visitors actually want you to talk about yourself. So don't blow it by writing vague hype, dull mission statements or empty marketing cliches.
You should use your about page to begin building relationships with your prospective customers. At the same time you can reinforce why you're a better options than other companies competing for their business.
The following three tips explain what to include on your about us page:
1. Company history: A brief history of your company reassures readers that you have a solid track record, and are reputable and experienced.
Here are three easy ways to structure your company history: Write a story about how the company got started. Focus on the background of the founder, and what led them to launch the business. Or, present company milestones in a simple chronological time line.
2. Profiles of key staff members: Visitors like to get a feel for the people in your company. So introduce the key personnel with a brief profile. Include a photo if you can. If you have too many profiles to fit on one page, you can create links to single-page profiles for each person.
Rather than reciting a dull resume, write about how that staff member helps create customer satisfaction. A relevant quote from the staff member adds a personal touch.
3. Your credentials: Your about us page should include your credentials, accomplishments and recognition. You can break them out into lists and/or sprinkle them throughout the page copy. You can include details of your qualifications, membership of peak industry organisations, awards you've received, and media recognition.
Your about us page is particularly important if you're selling products over the web. People need reassurance that you're a reputable business before they'll enter their credit card details.
About the Author:
Charles Cuninghame is an Australian freelance advertising copywriter. He provides high quality copywriting services for business owners and marketing managers.
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