Before a potential lead will even consider hiring your company, they will do their research and try to find out as much about your company as possible. The downside is that you don’t have much control over what information they receive and where they receive it from.
Hence, it is vital that you spend a good deal of time ensuring that you make a good impression in the avenues of information that you do control: namely your corporate website. While firms will often contact your previous clients/partners/associates for information, perform background Google searches, and look at reviews, they will also (most likely) look at your website, specifically your “About Us” page as a source of information.
Hence, it is very important that you put a good deal of time and effort into writing your “About Us” page.
The ideal “About Us” page is short and sweet, with links to related valuable information. It should cover, who you are, what you do, and why you are the best at it. Avoid long backgrounds and stories about how your company was founded. That is not the information your client is looking for. This can go on a separate “History” page. Also, avoid listing detailed information about each of your founders. While this is important information, it deserves its own separate page. A few sentences on where you were founded, who you were founded by, and where you are located / where you do business should suffice. As far as what you do, list the industry you are in and what services you provide. If you have worked with a few well known clients, it can be advantageous to list a few here (no more than five). Avoid posting testimonials or long descriptions of your services in the “About Us” page. The last and most important part, is why you are the best at what you do. Again, they key to this portion, like the others, is to be succinct and point your visitor to other pages with more information they are interested. The fact that you have listed some of the major clients you have worked with already has demonstrated your level of expertise. You may want to mention here any awards you have received or any mainstream media you have garnered. Again, just list a few and point the visitor to a page built for press coverage or client exhibition. End with a link to your contact page so interested customers can get in touch, and/or list your phone number or e-mail address.
However, this core “About” page is just the beginning. In each of these sections, you need to point your potential customer to relevant information. Below is a list of other important pages that your About page should lead to.
The founders are the heart of your company. Their ideas/strategies drive what your company’s goals are and this is what your clients want to know. It also helps to put a face on the company and makes the information gathering process more personal. A successful page about the founders will have a small focus on each of the founder’s previous successes, but place a larger emphasis on their philosophies towards business and the industries they have been involved in showcasing how their philosophies have lead to previous successes.
It is important to only list senior level executives here so that visitors are not overwhelmed with an overload of information.
It is very important to drive customers to the Services section of the website in everyway possible. The About page presents a perfect opportunity to do just that. The goal should be to provide a little information on each service you provide to attract just enough attention so that the visitor wants to learn more information. A link to a page with a full description of the service you just described should be present to make it easy as possible for interested visitors to get the information that they need.
In order to attract the interest of your potential customers, try to get the visitor to ask themselves questions which you have solutions for. For example, if you are selling accounting services, a good way to do this would be to say something like, “With companies losing as much as 5% of their annual profits due to improper accounting techniques, Company Name’s auditing services have helped clients tremendously reduce costs.” This forces the visitor to ask themselves if they are losing money because of this problem, become interested in seeing which clients you have helped save money, and get more information on how they too could use these auditing services to save money.
Clients and Testimonials Pages
Potential customers will want to see who you have worked with in the past. Hence, it is a good idea to create separate pages with a list of your previous clients and testimonials from executives at some of these companies.
It is important that you get each company’s approval before listing them as a client on your corporate website and that testimonials are as detailed as possible with as much information about the person doing the reviewing as possible.
It can also be very helpful to create a “Portfolio” page showcasing some of the work you have done for previous clients or reports showing how your services have helped customers in the past. This is the clearest way you can provide potential customers with examples of what you can do and allows you to control what customers see and perceive about your previous work.
Awards and Press Page
Creating and awards page and a press page again serves to provide some outside validation for your company and build trust. If you have received awards from an outside organizations, potential customers can see that you are doing something well enough to be recognized for it and that it may be something they should look into.
Press serves the same purpose. It shows the potential customer that you are doing something newsworthy and are a company they should be paying attention to.
Last, but certainly not least is the contact page. The goal of your website from a sales purpose is simple: capture the attention of your visitor, give them the information they need and present it in an enticing way, and get them to get in touch with you. The “About” page follows these steps. You capture the attention of your visitor from information on what you do and why you are the best at it, give them links to pages where they can get more information, and finally, allow them an avenue to get in touch with you.
This can be done with a simple link to the contact page, contact information in the text, or even an invitation to use your online chat program. (If you have one)
Having a goof “About” page is crucial to helping drive sales. While the page itself may only be a few hundred words long, it plays a major role in how companies perceive you and the products or services you provide. Hence, it is important that you take your time and put a good deal of thought into how this page is structured and how it plays into your sales strategy.