Stumped about what to write on the “About Us” section of your small business website? For starters, you may feel you’ve addressed what your small business offers on the home page or in the products and services pages and so don’t want to be redundant. Still the About Us section is one of the most – if not the most – visited sections on your site and so you need to be sure it clearly explains why someone should do business with you.
The problem with many About Us sections is that they miss the mark because a company has difficulty communicating what it is they do or tries too hard to be impressive with superlatives — industry leading, acclaimed or renowned are some of the claims you often see.
Considering how important your About Us section is to assure customers they have come to the right place, you want to spend time and get it right. Above all, your About Us section needs to address who you are, what you do and why you are the best solution. To accomplish this, here are four things to keep in mind as you are writing.
Keep the customer in mind: The About Us section is not as much about your small business as it is about your small business fulfilling a customer’s needs. Before you get started, think about who your customers are, what they need and want from the products or services you offer, and what motivates their purchase decision. Consider, for example, the types of questions customers and prospects ask when they call or when you meet with them.
Focus on the facts: Whatever claims you make about your small business, back them up with facts. As proud as you may be about your visionary approach to solving a problem, customers want to know exactly what you do that is different from the competition. If your products are truly state-of-the art, explain how and why. If you use advanced technology, describe what it is. Also some facts may set you apart but their value may not be apparent to a customer. Being a pioneer in an industry sounds impressive, but most people don’t do business with pioneers; they do business with companies that solve problems for them. Stick to the fact; you may even want to cover the key points in an FAQ page.
Engage: Content — whether social media posts or your About Us section — needs to engage with customers. If your small business has an interesting history or story about how your name came to be, share it. Talk about values and what contribution or difference your small business hopes to make. Get personal and be real.
Validate: Customer testimonials are the most effective way to validate your offerings so try to include them, getting approval of course. If you have any industry awards, include that information as well, keeping in mind the goal is validation for your offerings. Include honors only if they will be meaningful to customers.
Include photos: Photos can enhance your About Us section. Be sure to use real photos of your team and offices and not stock images. Pictures get attention and help tell your story.
Even if you are satisfied with the About Us pages, don’t stop tweaking it. Input from customers and associates over time may give you new insights to adjust the copy; or you may offer a new line of products or service or enter a new market. Keep your About Us section up to date so it accurately reflects who your small business is.
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