Written by Dave Choate:

How To Make Your About Us Pages Matter To Customers

Customers can find out about your company in any number of ways. Why not let them do so through your website?

Making your website perfect is impossible. By the time you get it exactly to where you want it to be, trends will change and you’ll need to update it. Keeping your small business website working and on the cutting edge of customer demands and technology is kind of like having tea with the Mad Hatter and the March Hare. You’re going to be scrambling a lot.

Yet one constant can and probably will remain, assuming you don’t make major changes at your company. That’s the About Us page, which has to succinctly tell the story of your business in a way that makes customers want to trust you. That can be a challenge.

Marketing Profs puts on a collective cardigan and teaches us a little more about how to effectively set up those pages. There are four tips, which I’ll pass along in condensed form here. Make sure to read the whole article.

1. The “elevator pitch.” Keep it short, keep it lively and conversational and ensure you’re getting across why your business is exceptional.
2. Your message. Is it different than competitors? Can you sum it up in a sentence? If you can’t, hone your message until you get there.
3. Your second message. Think of the first as the headline. Think of the second as a way to dive a little deeper, but still keep things shorter.
4. A company description. This is the drill-down to the more basic stuff. Founded in 1917, Whooptown Whoopers has been whooping proudly in the Whoopsville community. You know, something like that.

The whole thing should take no more than two or three paragraphs of a couple of sentences each. It needs to be well-designed, intelligently written and pleasing to the eye, of course, but if you follow that formula, Marketing Profs is confident you’ll do well. So am I.

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