When customers and prospects click on your “About Us” page, they’re giving you permission to talk to them about your company. Just because they’re asking about you, however, doesn’t mean you get to bore them!
Your potential customers want to get a sense of the people behind your company, and they’re looking for signs of trust and credibility. Your “About Us” page gives you a powerful opportunity to build a relationship. Don’t blow it by filling the page with hype, tiresome mission statements, or meaningless marketing fluff.
Properly written, an “About Us” page can provide some serious buying resolve to certain customer segments. Here are our top three tips to help you reach this goal:
- Speak to your clients’ and prospects’ needs. Visitors who come to your site want to know, “What’s in it for me?” Speak their language, and explain how your company can help them reach their goals. This starts by eliminating any meaningless jargon. Avoid the temptation to claim you’re the “recognized provider of result-based solutions,” for example, or you’re “dedicated to exceeding expectations.”
- Be human. Write like you talk, and put your name on it. Tell your story in simple, powerful language that will resonate with your target audience. To see how South Dakota-based Northern Plains makes this work on their “About Us” page, click here.
- Use third party comments and testimonials to establish credibility. Have satisfied customers? See if they’ll put in the good word for you. These kinds of comments, when they are interesting and true, can often build credibility faster than anything you can say.
It’s worth noting that these three tips apply not only to your “About Us” page, but to any of your marketing materials, whether it’s a magazine, brochure, newsletter, or sell sheet. Always remember, clients and prospects want to learn more about you, but they ultimately want to know if you’re the right partner to help them reach their goals. Choosing the right words can make all the difference.
Not sure where to start? VistaComm’s Precision Marketing products can help. Our professional journalists, marketing experts, and online specialists are ready to help you select the right tools to help you speak your customers’ language and build stronger relationships.
Contact us today at firstname.lastname@example.org or 1.866.752.7707 to explore your options.