This Guest Post was written by Diana Gomez, Marketing Coordinator at Lyoness America.
So you've hired a great designer, software developer, brand consultant and marketing team. Maybe you even sprung for a writer to optimize your product pages. But what about the obligatory “About Us” page? How much importance have you placed on it?
Many websites make the mistake of brushing over the About Us section with little notice as to what this essential section of the site can do for the business. Don't overlook the things you can accomplish by sprucing this page up a bit so your current and potential audience can better know you, what you do and exactly how much they can trust you.
Try applying these tips when cleaning up your company's About Us page.
Realize It Isn't Really About You
While the point is to explain a little about the company, be sure to bear in mind that it's the reader that this is really about. What will they gain from knowing more about you? As in every conversation you have, don't let yourself get so long winded talking about yourself that you realize your point is completely lost on your audience.
Know Your Audience
Maybe a college freshman who's good at English shouldn't be writing for a website targeted at seniors. Perhaps a page full of advanced vocabulary should be avoided in a site for people whose first language is not English. Long before you write, be sure to know whom you're addressing and keep your words focused on this group of people.
Be Personable
No one wants to read an About Us page designed for a robot. People love getting to know the personalities behind a product, so let yours shine. How did you get to this point? What was involved in your journey? Show the reader your drive and passion for the business in a conversational way, and you'll probably attract far more curious eyes to your site.
Pick a Voice and Stick to It
Don't be conversational in the About Us page and then monotonous throughout the rest of the site. And don't pick a quirky tone for your product pages only to come off ‘all-business' in the company pages. Consistency is key. Decide on what your voice should be throughout the site, your newsletter, on social media and so forth — and stick to it.
Address Your Values
Put your heart on your sleeve. Explain your ethics and what your company stands for. Whether it's your mission statement or examples of charities you passionately support, these indications will go a long way toward showing your audience that you care.
Brag About Your Credentials
Brag. You've earned it. Go ahead and list your certifications, qualifications, awards and years of expertise. Your page of credentials will be full of reasons as to why you're the go-to person in your field. Chances are, much of the competition will miss out on this opportunity, and the edge will be yours for the taking.
Reveal Your Face
Post a picture of yourself. Nothing will give your reader a better sense of you than being able to look into your eyes, so be sure to post a close-up image of yourself smiling for the camera. Placing a face with someone's words is a comfort, and your message will be much better received by simply giving the viewer the chance to really see you.
Portfolio? Show It.
Give a few examples of projects you've worked on that you are particularly proud of. Whether it's posting images of design work you've done or listing clients who have been pleased with your work in the past, this element of the page will give the reader a sense of your experience. Even if it was an internship from a few years back, use it to impress the viewer. If you want to include a lot of examples of your work, use a link on the About Us page to direct your readers to a portfolio page.
Stuck? Just Write
If you find yourself reading these tips and staring still at a blank page, simply start writing. Most of the time, I wind up deleting the first sentence, or even the first two paragraphs of my compositions. But nothing will get your wheels turning if you never start them up in the first place.
Once you've gotten to a comfortable place, have a friend/mentor or two that you trust test the page out. Ask them if it's personable enough. Is it focused? Does it clearly explain what you do and why? Is your personality evident? And don't forget to use this process at least twice a year to keep the objectives fresh and your words relevant. Your page view counter will thank you for it.
What do you think is the most important element of your company pages?
