Uncategorized

3 Common “About Us” Page Mistakes

About UsAs a copywriter, one of the more common assignments I get from clients is helping them rewrite the About Us page for their company’s website. Over the years, I’ve noticed that companies make a few common mistakes when it comes to this all-important page,

Why is this page important?

After the home page, the About Us page is often the reason why someone will consider doing business with you. It must be written in a way that persuades your prospect to call.

Here are 3 three common mistakes people make on the About Us page, and what you can do to correct them:

1. Too much info – The About Us page should not read like “War and Peace.” Keep the content clear and consise. 300-400 words should be plenty to convey who you are, who your target audience is and why someone should do business with YOU!  If you attend networking events, use your 30-60 second elevator speech as a guide.

2. It’s all about YOU – While your About Us page does need to talk about you, don’t mistake that to mean that’s all you talk about! This is not your resume. We don’t need to know the awards you won in high school or college, unless they are relevant to your profession today!

3. No Value Proposition – Remember, people want to know “what’s in it for me.” Your About Us page needs to explain WHY someone should buy from you. What are the benefits your product or service offers? If you don’t offer people something of value, they’re not going to do business with you.

About Us Template

Here are 6 elements that your About Us page should contain to be an effective marketing element of your website:

1.  Answers question, “What do you do?” – The first sentence should be clear and to the point. Example: “I am an expert in…”

2. Answers question, “Who do you serve?” – State who your ideal client is. If you specialize in a certain niche, say so.

3. Professional accomplishments – Don’t go overboard here, but do mention the most important element that backs up what you do.

4. Credibility boosters – Mention any awards, certifications or memberships.

5. Past Projects – Briefly detail any past projects and work that set you apart from your peers.

6. Innovations – List anything novel or innovative that you’re doing in your niche that makes you more attractive to your target audience.

 

Advertisements
Uncategorized

How to Ensure Your Video Sales Letter Converts

By Gloria Rand

Video Sales LettersLooking for a way to sell more products online? Use a Video Sales Letter. Why? Here are 3 reasons:

  • It’s easier to get your point across with video than with text or audio
  • You can build trust and connect with potential customers
  • Video converts better than straight text

Don’t get the wrong impression. It’s not that easy to generate sales with video. Otherwise, everybody would be doing it.  Continue reading “How to Ensure Your Video Sales Letter Converts”

Uncategorized

Why I Attend AWAI’s Copywriting Bootcamp

AWAI Copywriting BootCampBeing a freelance copywriter can be lonely at times. Many of us work from home, and unless you’ve got rugrats running around the house, or a dog (!), you only have the radio to keep you company during the day. Continue reading

Uncategorized

Remembering Black Friday 25 Years Later

Black Friday 1987 Heard on the radio today that it’s the 25th anniversary of the Black Friday stock market crash. This event holds special meaning for me because I was working for the Miami public TV station WPBT at the time, as the Electronic News Systems Operator for their business news program, The Nightly Business Report. Continue reading

Uncategorized

How to Stand Out in Business

Path to Success
Source: Freedigitalphotos.net

If you’re a business owner, odds are that when you were first starting out, you wondered how you would ever stand out from the competition. Even if you’ve been in business for several years, and have reached some level of success, I’d hazard a guess you still feel that way from time to time. Continue reading

Uncategorized

Gloria Rand’s New Website Copy Generates Higher Sales of DOM Dugout Manager

DOM Dugout Manager Website Home Page Oviedo, FL – April 16, 2012Gloria Rand – SEO Copywriter is pleased to announce that the new website copy she wrote for CSI Creative Sport Innovations has generated increased sales of CSI’s signature product, the DOM Dugout Manager. CSI hired Gloria to rewrite the Home page and Store page for CSI’s website, www.dugoutmanager.com, in an effort to jumpstart sales of their dugout organizer.  Continue reading…