Every word on your website matters.
You owe it to your prospects, your customers and your employees to make sure that every single word and phrase on your website is working — doing the job it is supposed to do.
That includes that ubiquitous website cliche called “About Us.”
This is where people go to learn the basics about who you are and what you do. Who. What. Where. When.
It all seems so basic that it’s easy to just mail it in. Before you do that, stop and think about how you can use your about page to get people excited about your business. It’s not just about what you say — it’s about how you say it.
Inc. Magazine offers a really sharp little item on how to jazz up your “About Us” page so that the valuable web real estate you give to it will be generating the results you want, including social media buzz, lead generation and better connections with your customers and prospects.
A couple of my favorite quotes:
Bragging and Testimonials
I see a lot of well-established companies that have decades of business history, but for whatever reason they’re not sharing it,” says Harpointner, who has appeared CNBC and CNN Radio as an interactive marketing and e-commerce expert. “They tend to be shy about tooting their own horn. They think it’s not graceful to brag about themselves, but your About Us page is the one place where you should be tooting your own horn. For small or new companies, this is especially important, because consumers are just becoming familiar with their business. And if the About page comes up short, then the company looks like it doesn’t have much to say about itself. It’s really a missed opportunity.
Making Connections
The About Us page needs to reflect the organization,” says Thomas, CEO of Santa Barbara, California-based Web Marketing Therapy. “It’s the story of how a company started, but it should also be the story of who’s behind it. Is the CEO an avid skier? Or a yoga guru? We’re no longer in the world of B to B, or business to business; we’re in a world of what I call P to P, people to people. Relationships are the name of the game. Your clients want to know you, like you, and trust you.
Hiring a Writer
If you find yourself in need of professional help, think about hiring an expert. A good writer can make your About Us page pop with witty copy, catchy headlines, and SEO keywords. It will be money well spent, says Harpointner. “If a company spends money on direct-mail ads, billboard ads, and radio ads, then investing in an About Us page will probably the least amount of money it shells out. It’s up 24 hours a day, so in the big picture, it’s really worth it.