When visitors go to your website and/or social media profiles, the first place they go is your landing page. If they have an interest past your landing page, they will probably go to your “About Us” page to learn more.
There are numerous websites with all kinds of information and all kinds of looks and feels. When a website visitor decides to go to the “About Us” page, he or she is on a fact-finding mission, as well as looking for the “story” of your business. If your website merely speaks about your products and/or services, you are selling it short. People are interested in learning a great deal more than just that about you and your business.
Of course, different visitors are interested in different types of information. One of the first and most elementary pieces of information that your visitors are looking for is who you are and how you came to be where you are at this point. Your “About Us” page is an excellent way to communicate to your visitors who you are and to give them the confidence to understand that you and your business possess the skills and experience that they need to be able to solve their particular problems. Your “About Us” page should answer the following questions:
- Who are we?
- Why should you choose us over someone else (WIIFM – What’s In It For Me)?
- What do we do?
- When did we start?
- How do we do it?
When you are speaking about who you are, it is a good idea to include photos of you and your key staff members as well as biographical sketches for each of you. The sketches should highlight educational background and work experience. That information is of great comfort to someone who might be on the fence regarding whether to buy your products and/or services.
When faced with the concept of why someone should choose to work with you instead of choosing someone else, you need to state a flawless case of what’s in it for them. How wonderful your products and services are and how nice everything that you offer looks is of little importance. All your readers are concerned about is what they will get out of a business relationship with you. They need to understand what you can do to help them solve their problems.
The page should have a description of your business, which answers the “What do we do?” question. It should also have a mission statement, which will explain they you do what you do. Of equal importance is to explain your business team, so that people can relate to you and your staff on a humanistic level.
If they see that you have serious training and work experience in the area about which they are interested, they will feel comfortable. Another good thing to communicate is how you came to where you are now, particularly if you have a unique and compelling story to tell.
The content on your “About Us” page must address all of the important points regarding your business; however, it is a great idea to throw in some tidbits that are not necessarily connected to what you are doing now but which add another dimension to your presence. Your content on that page needs to really communicate what is different about your business and should have a clear message as to why people should buy from you instead of from someone else.
You should communicate in a clear and concise manner. The information on that page says a great deal in terms of how it represents your business and what it stands for. You can’t separate what you are as a business from how you are represented online.
Your information should give the right amount and type of information and you shouldn’t worry so much about giving too much away. If your visitors are truly interested in going further in your relationship together, they will. Always remember to include a call to action, which enables your visitors to get a hold of you, either by phone or by Email.
Your online presence is all about relationships and interactions with people. The more you interact on a personal level, the easier it will be to build relationships with your readers and eventually, they will become your customers.
There are many different types of visitor who check out your “About Us” page. There are first-time visitors, regular visitors, people who want to share a relationship with you and work with you and potential customers. With every type of visitor to your website, you want to be able to offer enough informative and useful information to persuade them to establish a much stronger connection with you and your business (such as becoming a fan, user, or customer).
Although not everyone who visits your website will end up visiting your “About Us” page, you need to make sure to entice those people who do click on the page. You will accomplish this by having content that is insightful, interesting and eventually makes your visitors believe that they can’t live without what you are offering.
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Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies. Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.
Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.
Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.