Let me guess… You’re having your website redesigned and your web designer has made that dreaded request for content. Unless you’re choosing a design firm with a content writer on staff (like ours 😉), copywriting is bound to fall into your lap sooner or later.
Whatever the circumstance, About Us pages tend to present a challenge for businesses. Don’t shy away from it! Tackle your About Us page head on with the following tips.
Who are you trying to reach?
While you certainly don’t want a brand identity that bends in the wind in a desperate attempt to reach audiences, the only way to resonate with buyers is to speak their language. Think long and hard about who your unique target audience is.
You’re probably already quite familiar with the customers your business serves, but programs like Google Analytics (free!) can be tied right into your website and the real demographics of visitors may surprise you. It’s quite possible that certain groups have an interest in your services, however your content isn’t written in a way that appeals to them.
After defining your buyer personas, try to keep a visual of this kind of person in mind. Think of them as a friend. Doing this for your About Us page as well as other marketing materials will help guide your copywriting efforts and produce more authentic and relatable content.
What makes your business unique?
We’ve worked with clients who can answer this question like breathing. If you haven’t given this point much thought though, no worries – you’re in good company.
Many family-run small businesses have been in operation for years without outlining their differentiating factor. There’s no better time than now to start.
Begin by asking yourself a few questions:
• What attracts new customers to your business and why do they choose you over competitors?
• Why are long-term clients still with your business?
• What kind of adjectives do customers use to describe your business?
There’s nothing wrong with listing “exemplary customer service” as a differentiating factor, just remember that some qualities are a bit overused and can end up sounding generic. If you want to outline your stellar customer service, back it up with some detail. For example:
“Our superior customer service sets us apart from the rest. With OSC HVAC, you’ll never be stranded without heat in the winter months. We have HVAC employees on call for you 24/7, including holidays. Give us a call and you’ll be greeted with a smile!”
Or…
“Your satisfaction is at the forefront of our minds. With over 20 years of experience serving Southern Maine, OSC HVAC has consistently maintained a customer satisfaction rating of over 95%.”
Consider different formatting.
If you’d like to capitalize on your website’s real estate and create a captivating About Us page, step it up from the standard 1-2 paragraph format.
Get inspiration from Moz’s About Us page. They’ve outlined the story of their brand with a visually appealing timeline.
As you can see, About Us pages come in many different shapes and sorts. You can use yours as an opportunity to state your mission, share your history, showcase employees, and more. Whichever direction you decide to take – make it your own!
