Karen Scharf | Small Business Marketing Consultant

In marketing we’re always taught to talk about the customer, to use benefits statements, to include the ol’ WIIFM (what’s in it for me) statement. So how does that translate to your web site’s About Us page?

Yes, it’s true, when your prospect clicks to your About Us page, they want to learn about you. But most of the time, that’s not what they get.

Notice I said your prospect wants to learn about you. He doesn’t want to read about your company mission statement. He doesn’t want to see a picture of your cold, brick warehouse building.

Remember, people do business with other people. Your prospect wants to know about you. Who you are. What makes you tick. Why you would make a great business partner. Why she should start a relationship with you.

Your About Us page should not be a sterile, cookie cutter outline of your company’s history. It should be an insight into your company’s culture. Into your staff members’ personalities. It should not answer the “what” it should answer the “why”. Why you’re passionate about what you do. Why your employees get up and come into the office each morning.

Let your customers know who the people are behind your organization. Who will be answering the phones? Who will be filling the orders? Who is responsible for shipping?

Do you have photos you can include? How about video? Personal quotes?

Invite your customers to have a look inside your organization. Allow them to get to know the faces of your company. These are the people they are giving their business to, and they want to know who these people are.

We did a study on a very successful About Us page that increased conversions by 30%. You can check that out (and grab some really cool freebies!) right here.

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You might also be interested in:

• Your 24/7 Branding Guide
• How To Design Your Email Messages For Mobile Devices
• Turning Your Direct Mail Campaign Into An Online Lead Generating Machine
• SEO or SEM?
• So I Got Mad and Threw It Away!

This entry was posted on Thursday, July 9th, 2009 at 8:02 am and is filed under Web Site Design. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.