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Just as a magazine or television program is designed with the audience in mind, your About Us page must speak the language of your visitors. Your copy must relate to them and address their specific needs. It should tap into their emotions and motivate them to take action.Perhaps it’s your professional credentials such as your education, licenses, awards and depth of experience. In that case, lead with specifics that speak to your qualifications and will give you instant credibility in their eyes.Think of your meetings and phone calls with customers. Answer the questions they most frequently ask, avoiding bold claims that sound too good to be true.
Is there an interesting anecdote about how the business started? Share it. Everybody, young and old, loves a good story.
Think of your meetings and phone calls with customers. Answer the questions they most frequently ask, avoiding bold claims that sound too good to be true.If your water heater will save on energy costs and will also last longer than its nearest competitor, bolster your claims with specifics. State how much the customer can expect to save on energy costs per month and precisely how many years longer they should expect their water heater to last. The details you provide in your copy will serve as proof, making your claims more memorable and believable.
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If possible, combine your story with photos. One client of mine owns a construction company. His father before him had owned one as well, and he’d grown up going to construction sites with his dad, learning about the business and meeting with contractors. He’d been the kid with his own little toolbox by age 5, whose weekends were more likely to include a visit to Home Depot than the local playground, and who chose hammer and nails over Legos when he felt like building something. That story on the About Us page was complemented by an adorable old photo of father and 8-year-old son on a construction site.
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While stock photos can work on some of your other pages, for the About Us page, you don’t want to use something generic. The visitor wants to get to know you, not the model posing in front of a too-perfect background.Include your real photo and also pictures of your employees with products if appropriate. These don’t have to be studio portraits. In fact, they’re more interesting if they’re not. They can be pictures taken in your work environment doing what you love.
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