About Us Page: Survival Tips 101
2015 April 17
For those of you that may not know, Omaha Media Group will tell you it is not up to your Creative Management Firm to write your content when launching a website, it is up to you. You are the author of your book, we can only help you in the editing process. For most clients, the About Us page becomes the elephant in the room and the most awkward to write. Like most of us, it is tough to talk about ourselves, but as the most frequented page on most websites there are helpful tips out there to help give your About Us page the care and attention it deserves.
Start by talking about your audience, not yourself.
Dedicate your opening sentences to your audience's challenges and objectives. Starting with the very reason they come to your site in the first place is a good way to demonstrate that you have their needs in mind. If you're still finding it hard to strike a happy medium between highlighting your selling points and plain boasting, then simply present your readers with the facts. This could be anything from your client retention rate to the amount of new products you offer each month to the number of awards you've collected. No one can argue with raw facts and figures.
Let your customer’s do the talking.
Word of mouth is vital so do not be afraid to use your existing client base to showcase your company’s reputation to any potential clients by including a few glowing up-to-date testimonials. Including clients full name, photo and any information that adds credibility. It all helps build trust in your brand. Include customer awards and accreditations. Perhaps you were voted your areas #1 provider in your industry by authoritative bodies or organizations, or won some other important awards.
Include different forms of media.
Capture the attention of the reader for as long as possible in dynamic ways using photos, timelines, copy, videos and infographics. Videos are a great way of entertaining an audience with short attention spans and can sum up the feeling of your company in a matter of seconds or minutes. Provide visitors with the key information needed in such a way that stimulates them in as many ways possible. The About Us page should not only be information providing but fun and interactive.
Tell your Story.
Focus on the things that make you human. Think of this page like a family scrapbook for your company from your modest beginning to current day, using photos. You want the reader to come away knowing the key elements about your business so they can tell the next person that they meet. Word of mouth is everything. Don't be afraid of where you have come from. If, eight years ago, your headquarters happened to be your CEO's conservatory, celebrate it. The more that people can identify with you the more trust they'll place in your brand. We have become so desensitized to marketing that a company needs a personal touch to set it apart.
You don't have to tell people everything.
Filter information accordingly, mentioning those key elements of human interest, but keep tales of new windows or a change of paper suppliers to yourself.
Cut out the jargon.
Using acronym filled jargon may be usual around the office, but on the About Us page may come off confusing and cold to your audience. What they really want when they land on your page is to learn in simple and memorable terms, precisely what you do.
Include your address and contact information.
Make sure you include your up-to-date address and contact information for your audience. This can also include your company FaceBook, Twitter, LinkedIn and other social network links.
Make sure it reflects your company.
At the end of the day you can have all the high-tech designs and over-the-top visuals you can find but if it is not consistent with the overall brand, then it loses its appeal. It can only work if it fits in with the rest of the website and mission of your company. Be true to who you are as a company.
Don't be afraid to make amendments. Spend a fair amount of time checking your analytics for traffic volumes, bounce rate and visit duration on the page. Tweak the odd sentence, add images, chop them out, introduce a video, etc, based on what the data tells you. Make sure the page is accessible across all devices. It makes no sense to spend all this time creating an amazing page that is only visible to a small percentage of your audience, which is roughly what will happen if you ignore mobile and tablet users. Whether you have responsive design or a dedicated mobile site, test the performance of the page continually.
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Posted In: The OMG Collective