Guidelines for About Us Section

The elements encompassed by an "About Us" section are the crucial components that actually convince your visitors to proceed through the sales process. New text. between someone understanding what you do and becoming your customer. Having a specific "About Us" section is vital, but much of the content under this heading should be strategically distributed, referenced, and linked throughout your entire site, since it's the persuasive fuel that will drive your prospects through your sales process.

The About Us section's goal will be to provide convincing and provocative answers for the following key questions each visitor to your site will ask:

• Why you do it? This is related to an organization's vision statement but needs to be expressed in concise language free from industry jargon. Telling visitors "why you do it" is a means of establishing credibility and positioning yourself as an expert advisor for recommending a solution to their needs.
• Why are you the best choice? This question is especially vital for potential new customers and the answer to this question should be engrained in all the content of your site.

The Basis for it All—Your Unique Value Proposition

Every bit of information you provide under the "About Us" heading needs to be directly supporting the unique value proposition of your company. A unique value proposition is simply the clearest possible stating of how you meet your customers' needs better than anyone else.

Types of Information the "About Us" Section Can Include:

1. Elements for establishing credibility and connecting with the common values of your target audience, such as:

• The driving passion behind the founding of your company. »Example
• Personal profiles of owners, executives or key employees. »Example
• Connecting with your customers by demonstrating an understanding of their needs. »Example
• Community involvement and social responsibly. »Example

2. Reference of your businesses experience and qualifications, including:

• Customer testimonials and case studies when presented without the suspicion of being forged, are the most effective means outside of direct personal referrals of reassuring your potential customers that your solution is a good choice. »Example
• Third party endorsements or quotations for unbiased third parties. »Example
• Samples of your past work. »Example

Here are a couple key principles for answering your visitors' questions:

1. Be concise. Paragraphs of text on your front page will bury the answers to your visitors' questions and result in a high abandon rate. Your front page, and navigation bar, should be thought of as a map that clearly directs people to more detailed information on the destination of their choice, without them having to think twice about their choices. While, supporting pages will provide more detailed answers the still must avoid verbosity to be effective.
2. Communicate in laymen's terms and avoid your industry's jargon. Realize that much of the internal language your organization uses may have no relevance for your visitors.