Nearly every business website has some form of an About Us page. While some companies use this space wisely, others throw away a perfectly good marketing opportunity by focusing on all the wrong things.
Here’s an example of an About Us page for an online balloon retailer that misses its mark. The company owner wanted to connect with the readers by making his page feel personal. But his message falls flat as a marketing tool. “My love for balloons began when I was a child. From the time my father bought me my first balloon from a carnival clown, balloons have always symbolized joy. Throughout my life, balloons have been part of my happiest celebrations.”
A better way to begin this page might be: “Balloons Unlimited specializes in custom-colored balloons in a wide variety of shapes. We create memorable balloon arrangements to help you celebrate any occasion from birthdays to weddings.”
Always start an About Us page with the most important details. The top of the page should give the reader your strongest selling points. Example: “Widgets USA is the country’s largest distributor of high-end widgets. If you can’t find the right widget in our extensive online catalog, our on-site fabricators can make it for you.” These two sentences say a lot about the company:
o The company name
o What it sells
o The company’s relative size
o Its widgets are high end
o Its widgets are made in the U.S.
o It has custom fabrication capabilities
Even if readers spend just 30 seconds on this page, they will have learned a lot about why they should consider buying from this company.
Marketing content is a specialized type of writing. It requires the ability to identify and clearly describe key value points. Our editorial team is skilled at this type of writing. Give us a try on a project. You’ll enjoy working with us and you will like the results. Get started by calling 952-697-5269.
