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What to write on the About Us page of a website

About Us page

Your website ‘About Us’ page is the one place which can be all about you…can’t it?

Wrong! It’s still all about your potential clients.

You may be telling your story, but you need to tell it in a way which will forge strong relationships with your website visitors.

You need to make an emotional connection and show them you understand what they need.

Here are a few simple ways to do that…

Be authentic…

Take a look at the story of Gladstone Motorcycles. It’s a cracking tale told in the words and style of the company’s CEO Henry Cole, a descendant of the former Prime Minister William Gladstone and the presenter of TV shows including The Motorbike Show and Find It, Fix It, Flog It.

It’s clear about the type of client it wants to attract. In fact, it calls them “discerning hooligans”, something the business knows will make its ideal client base smile.

This story’s tone is completely authentic to this business.

How can you tell your story in an authentic fashion? What will help people see the core of your business purpose?

Be succinct…

Design studio Eight Hour Day has a mission to simplify the creative process. Its About Us page is simple, straightforward, and just a few lines long. It says this: It’s all about collaboration and passion, and we can’t wait to work with you.

Be jargon free…

No one likes industry jargon. Ditch it and keep it simple. That will keep your website visitors reading, and that’s the pint, isn’t it? Check out this jargon-free page from Apptopia.

Be specific…

Know your audience. Understand who you’re speaking to and what sort of tone and content will connect with them. Do your client personas/avatars before you write your content to ensure it cuts through the noise online. A great example is the Nike About Us page.

Its audience is those who work hard to achieve physical success, not celebrities or those who buy its products for the brand value. It shows that with the strapline “If you have a body, you’re an athlete.”

Nike is a brand which understands its roots. It also understands the need to say: “We’re still just like you”.

Be funny…

In many sectors, you can use humour to forge that connection with your potential clients.

However, never ‘punch down’. Always make fun of yourselves, rather than your clients!

The illustrator Blaze Suarez is very funny (anyone who loves The Jerk by Steve Martin will appreciate his bio). He’s also combined his About Us and Contact page – a handy tip!

Be clear…

…About what you want your potential clients to do next.

Write a strong call to action. Whether you want them to browse your shop, call your office, or send you a contact form to make an appointment, tell them.

What can you include on an About Us page alongside your story?

  • Your mission and vision
  • Team biographies
  • A pledge to clients
  • What makes you tick
  • What clients say about you

Need some help with your About Us page? Get in touch! We love telling a good tale…

 

 

outsource your blog

Looking to outsource your blog? Here are 5 effective tips

When you decide to outsource your blog, you do it for very good reasons.

outsource your blog

Tips to help you outsource your blog…

You outsource your blog and bring in an expert writer who can craft your posts because they have both the time and experience to do so. That frees up your time to work on other areas of the business.

Finding a great professional blogger is a major boost for your marketing campaign. A good blogger will be able to understand your company, know the style in which you’d like them to write, and do their research about your ideal customers.

They can write you social media headlines to maximise your SEO when sharing your posts, and emails to help you share your new post with your database.

If you’ve never used a professional blogger before, here are some tips to get the most from that relationship:

Be specific.

If you want something done a certain way, be as specific as possible with your blogger. They want to give you content you’ll love, and which gives you a great return on investment. The more detail you give them the better.

Embrace their creativity.

If you’re not sure what to do with a post, ask your blogger as they may have tried and tested ways of delivering something great which you hadn’t thought about. A good blogger will be able to come to you with ideas, and you can agree with them what you’d like them to work on.

Copy them in on your calendar.

That helps them spark off ideas for new posts around events you’re attending, sales, product launches, or new directions you’re taking in the business. Blogging calendars will also contain major events like film launches and holidays such as Easter and Christmas, but the more relevant the blogger can make it to your individual business, the better.

Let them mix it up when it comes to length.

Statistically, posts which are between 1,200 and 1,700 words get the best engagement but shorter posts are also excellent ways of getting information across quickly. The best way forward when you outsource your blog could be having a longer read every month or two.

Images are important.

Most bloggers have good sources of stock images and the best ones have good contacts with freelance photographers. Most social media platforms have far better engagement when pictures or video is used, so take any opportunity you can to embed them into your blog.

Here’s to a fruitful relationship between you and your pro blogger!