Does your site have an "About Us" page? Do you have one simply because everyone else does? What's the real value of such a page? Do you know how to maximize its value?
The "About Us" Opportunity
Many companies love to talk about themselves. That's why we developed an online analysis tool several years ago that counts certain words on your site that are key indicators of whether your focus is on the customer or on you.
To buy, customers must hear about themselves and what you can do for them.
When a customer clicks on your "About Us" page, she's giving you permission to talk to her about your company. That doesn't mean you shouldn't focus on what she needs. Just because she's asking about you, doesn't mean you get to bore her with what you're excited about or leave her with more questions, or even make her doubt if she should buy from you.
An "About Us" page is a tremendous opportunity to cement a relationship with many prospective customers. It can put a human face on an otherwise technical, dry, and impersonal page. Properly written, it can provide some serious buying resolve to certain customer segments.
Humans want to connect with other humans. That's easy to forget in a transaction-focused business world. Yet consider MySpace.com's explosive success. What's MySpace if not a massive collection of "About Me" pages?
The same power of human attraction can be properly used in a persuasion scenario in which the "About Us" page acts as a waypoint.
Common "About Us" Page Mistakes
If you're struggling to find customer-centric content to put on this page, here are some examples of visitor questions you can answer on it:
If you need to know more about what customers are asking about your company, ask the people in your company who interact with customers the most.
So many "About Us" pages are a waste of HTML. Though not every customer wants to know more about you, don't disappoint those who do. Rethinking and rewriting your "About Us" page could result in higher conversion from those who encounter it.
Send me examples of "About Us" pages: the good, the bad, and the ugly.
Meet Bryan at Search Engine Strategies in San Jose, August 7-10, 2006, at the San Jose McEnery Convention Center.
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Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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