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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.

 

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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”

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SEMrush Blog | How to Get Leads with Google+

GooglePlus 128 RedI’ve been reluctant to use Google+ as a marketing platform for my business, let alone encourage my clients to get on there. But I’m warming up to the site now, as you’ll see in my guest post for the SEMrush blog. Click the link to read it: SEMrush Blog | How to Get Leads with Google+ – SEMrush Blog.

Update LinkedIn Profile
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Why Employees Need to Update their LinkedIn Profiles

Update LinkedIn Profile Some good friends and former co-workers of mine learned an important lesson last week, and that is to always keep your LinkedIn profile updated. They are now out of a job, due to a buyout. They were part of the Miami production staff of Nightly Business Report, the award-winning PBS business news program that was recently purchased by CNBC. The show will continue to air on PBS stations across the country, but it will be based out of New Jersey. Last Friday was the last show co-produced out of Miami and New York, and the last day of work for the Miami staff. Continue reading “Why Employees Need to Update their LinkedIn Profiles”

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7 Common Pinterest Mistakes

pinterest graphic for blogPinterest can be a very powerful marketing tool for your business, if it’s used correctly. Now that the social networking site is allowing company pages, it’s more important than ever to make sure you’re not making mistakes that could cost you followers and potential leads for your product or service. Continue reading “7 Common Pinterest Mistakes”

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How Email Can Help Increase Facebook Followers

Facebook and EmailWant a quick and easy way to generate more followers for your Facebook business page?

Use email!

Invite your list of contacts to follow you on Facebook. If you use an email service provider like Constant Contact, you may find a template already created with a Facebook graphic that you can use. As a Constant Contact partner, I can attest to this fact. They have several Facebook templates, including ones that say “Find me on Facebook.” Continue reading “How Email Can Help Increase Facebook Followers”

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5 Critical Reasons for You & Key Employees to be Active on Social Media

Social Media business By Allen MacCannell

It’s important for modern employers to know whether or not their marketing employees and other managers should be spending much company time on social media. If you pay someone say $200 per day, you will want to know if $50 of that is well spent if they spend a quarter of their time posting, liking, +1ing, retweeting, favoriting, repining or asking, answering or upvoting questions on Quora. Continue reading “5 Critical Reasons for You & Key Employees to be Active on Social Media”