About_Us_body.jpgBy Robert Lerose.


Your website's About Us page is your chance to put a human face to your company and introduce yourself to prospects—who you are, what you believe in, how and why you started your business. Striking the right balance in tone and content can be a delicate act. Susan Greene, an Orlando, Florida-based copywriter, has these suggestions for assembling a distinctive About Us page.


1. Lay out the facts.

Promote your accomplishments without being boastful or overbearing. Use a conversational, straightforward style to describe the benefits of doing business with you, why your company is uniquely qualified in your sector, and any milestones, credentials, or company objectives.


2. Keep your audience in mind.

Construct an image of your ideal customer and then tailor your About Us page to resonate with them. For example, the website of a business that caters to young parents will look and sound different than one that addresses C-suite executives.


About_Us_PQ.jpg3. Show your personal side.

Use "I" or "We" on your About Us page, not an impersonal corporate voice. "Convey the passion you feel for your company's mission," Greene says. "Be sincere and personal. You can still appear professional while being casual, even humorous, in your writing."


4. Talk about your values.

Let prospects see what motivates you and your company. One of Greene's clients revealed her satisfaction with running a business that allowed her to donate 10 percent of her sales to humanitarian organizations close to her heart.


5. Tell how you got started.

The story behind your decision to start and build your business can be a powerful way to connect with prospects on your About Us page. Greene had a client who missed foods from her native land when she settled in the U.S. That longing was the spark to start a company that sells African cooking sauces. "Facts are important, but stories get remembered," Greene says.


6. Post photos.

Candid pictures of you, members of your company, the office itself, or your product in action can make a stronger impact than words alone. A family-owned online seller of camping goods posted a photo of the husband, wife, and son on an outdoor hike. "Visitors will begin to feel they know you. From there, it's just a small leap for them to trust you and want to do business with you," Greene says.


7. Refresh your content often.

Prospects and search engines both like new material. Updates to your About Us page can include things like the addition of new team members, recent awards, and new product launches.

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