I love having a marketing dialogue with prospective clients. The first thing I do is poke around on their website – I click the buttons, fill in the forms and I visit the About Us page. You’d be surprised at what you find there but more alarming is what you DON’T find there.
Website Content: What to Add
A good description
If you don’t write a good concise description about your company your prospects will either make one up based on what they see or move along to your competition. It’s best to take the initiative and put something substantial down. And please, please don’t say things such as ‘our customers love us because we understand technology’ or other fluffy phrases and terms. Your description needs to have substance. This is YOUR opportunity to tell the world about what you do best, and how you stand out from the rest. If you don’t do this, you may as well just list yourself in the Yellow Pages and call it good.
As humans we are innately curious. We like to see who we’re doing business with and learn a little more about that person. Avoid grimacing, frowning, grumpy pictures … it’s time to bring out the comb and perhaps the only jacket in your wardrobe and spruce yourself up. I don’t want to see you with your fishing pole UNLESS you focus on fishery solutions – I may think that you’ve ‘gone fishing’ and that you won’t care about me.
Tell me where to find you
I’d like to know where you’re located – are you in my town, my state, my country? Provide me with a visual clue too so if I need driving directions I can find them.
Introduce your team
This is where you get to talk about the great people you have working for you and what your prospects and clients can expect from you. Many organizations are reticent about introducing their team. If you are then perhaps you have other issues that you need to deal with first.
The overall purpose of your About Us page is to provide clues to prospects about the type of organization you are. Don’t hide away unless, of course, you’re in the witness protection program.
Next Up for Website Content
Next up – What’s the deal with the website footer?