If you have been following us for any length of time, you know that here at the Kansas City SEO Group we are big fans of humanizing your brand. It’s the digital version of putting a name with a face. What’s the prime location on your website to do this?
Your About Us page.
There are a lot of companies that treat their About Us page as a necessary page and slap one up without giving much thought to it. Typically, it tends to read very much like a resume or a skillset dumping ground. Your about us page offers a great opportunity for differentiation from your competitors.
Here is our short and sweet list to tune up your page.
1) Focus on the customer.
Rather than creating a laundry list of your qualifications, certifications and acronyms, address your customer. Imagine you are a customer that has a gap in their business and they are looking for a solution. Offer a brief summary of what you can do to benefit their business.
2) Show ‘em what makes you different.
Your About Us page is a perfect spot to highlight what makes you different and stand out from the rest. As an example: Do you strictly work with local or in-house developers? Tell them, they need to know. Give them a reason to choose you and not your competition.
3) Build trust.
When someone is looking to spend money with you, you have to build trust. This happens quickly on the internet, so you need to do it quickly. Put your real picture on your website and NEVER use stock photography. You’re better off omitting a picture all together instead of putting up a generic stock image that more than likely doesn’t really represent you or your company.
4) Use Natural Language!
If I were to tell you that I work with schema and JSON to dynamically inject it into the php code at runtime on a MSQL server to highlight machine readable data for SEO, SEM and SERPs results, unless you are very “techy” it probably doesn’t mean much. Forego the corporate babble and played out clichés. Tell them in plain terms what you do, why you do it and how it can benefit them.
5) Images
You know the saying “a picture is worth a thousand words”? It’s especially true when letting others get to know you, your brand or your business. People want to connect with other people – not a nameless, faceless company. Include images of company employees, and biographical information. Show off your fun side too – don’t be afraid to put up pictures from the last company outing.
At the end of the day, remember that it’s people on the other side of your computer visiting your website.
It’s a bit of an online interview. Tell a story and allow your visitor to know a little about you and what makes you different. Make it interesting and engaging. Put some personality into and lastly, have a little fun with it. You want to give the person on the other end a good reason to Email or call you.
Just for fun, here are some examples of what not to do.