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Tag Archives: About Us

It’s not you, it’s me

it's not you, it's me.

It’s a terrible break up line, and a bad premise for a website, yet it’s a mistake that many businesses make with their web marketing. Creating a site that focuses on your business, rather than your customer’s concerns won’t win you many fans.

If you think of your website as an online brochure, a place to promote your services and list your achievements, then it’s unlikely to bring you many leads. It’s a sad fact of life that people don’t really care about your business. What they care about is what your business can do for them. How can you help them?

But surely, you might say, my company website has to be about my company? And you’d be right, in a way. It’s a matter of reframing what you do, and seeing it through the eyes of potential clients. It means putting everything you’re writing through a customer reality check.

Does your customer care that your business was established in 1853, and that you have delightful waterside offices, or do they want to see that you understand the issues they’re facing, and that you have the answers?

This is where valuable content comes in. By creating a lot of helpful content that directly addresses the issues your clients are wrestling with you can show rather than tell that your business can help. Building a bank of genuinely useful stuff, and having it upfront on your website home page is a great way of letting potential clients know they’ve come to the right place. A blog, where you share what you know and give away knowledge for free, speaks far more loudly of a generous approach than any number of awards.

There is a place for your business history and heritage on your website – by all means include it in your About Us section – but make sure it’s outweighed 10, 20, or even 100 to one, by pieces of content that are really valuable to your clients.

How to make your website all about your client, not you.

Valuable checklist – does your website include?
A blog which you update regularly.

Quick win articles – top tips – how-to guides offering useful advice that will help your clients right now.

A longer piece of content – a white paper or e- book -something to satisfy people looking for more depth and detail.

Video – not everyone likes to read, so getting your content into video format increases its accessibility. (NB the video has to be useful. Not you standing in front of your office saying ‘Established in 1853….’)

Case studies – more show, not tell, of the way you help your clients.

If you need help with creating a website that’s all about your clients, or with content creation for your current site, get in touch.

You might also like:

How great content gets you found
Know your audience
Creating case studies that sell

How to write your ‘About Us’ page.

Picture of Kermit the Frog

Chances are the most viewed pages on your website are About Us and your client list. Who are you, and who trusts you with their business ? Two key things that potential clients want to know before getting in touch.

Client lists are self explanatory – names, logos, testimonials, and soundbites all linked to case studies add credibility to your business.

But what about About Us? The section is a chance to let potential clients see the real you, and to show a bit of personality. But what bit of you, and how much personality? There are infinite ways of doing it, and we thought it would be useful to outline an approach we like.

So here it is, some Valuable Content tips to creating a powerful About Us page.

Do see the page from your potential client’s point of view. Your golfing prowess might be awesome, but how does that help them? Write about your approach to the business, not your hobbies.

Do think about the page as part of your business story. Write about how your role fits and contributes to that story. ‘Before joining x I worked as a sales consultant for fifteen years. My understandings of what can make or break a sale help my clients succeed’.

Do share your mission. What do you believe, and why? Define your audience – what kind of people can your business help?

Do interpret your data with your offer clearly in mind. So don’t just say ‘I worked as an accountant for 20 years before starting my payroll business,’ write ’20 years in accountancy showed me how crucial payroll services are to business success.’ Keep asking yourself ‘why is this relevant?’

Don’t write too much. Remember the rules of good web writing. Short and to the point is good. Strong headlines will draw people in, so link to further pages if there’s more to say.

Do make sure the whole page links well to the rest of your site. Relevant About Us copy will make natural links to your clients and services and approach, so embed them in the site. Fire enthusiasm, and lead people seamlessly to the rest of your content.

Do use good professional pictures of you and your team. People like to see who they will be working with.

Don’t be too obscure. You might feel that you’re best represented by a picture of a lovely smooth pebble, or a snap of Kermit the frog, but not everyone will get it. (However if you do want to go down an alternative visual representation route, make sure your explanation is easy to find and written with wit.)

Don’t be boring but…….

Don’tbe ‘wacky’ or ‘zany’ or anything that could be remotely interpreted as something Timmy Mallet might do. Nothing along the ‘you don’t have to be crazy to work here…..’ lines, please.

Do ask for help. An independent view can be really valuable in helping you see what’s most relevant and most compelling for a potential client. If you’d like us to help you create an About Us page that gets your message across, please get in touch.