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When we first started writing copy for clients’ websites back in 2006, we often advised them not to bother with an About page.
Our reasoning was that it isn’t about you, it’s about your customers, and what’s in it for them.
Back then most About pages were deathly dull – a boring history of the business… blah, blah, blah!
We have to say that advice still holds true – it is all about your customers.
But in recent years, our advice has changed about having an About page.
Interestingly, this move applies to all businesses from large corporates to small companies. And is supported by social media. People want to “peep behind the curtain” and understand more about the business, its ethical stance, the way it treats its staff and customers and what it is really all about.
In some professions, particularly medical, law and accountancy, there is a general expectation that if you are practising you are appropriately qualified. So you don’t need a huge list of qualifications, albeit it is good to reassure your clients you have earned the spurs to help them.
In other sectors, qualifications are not necessarily essential, so you may want to showcase any you have achieved as part of your About page – sadly, this is particularly true in marketing.
Why not consider the following:
Make sure what you say on your About page truly reflects the way you run the business. Many a company has been caught out by claiming to really value something only to be shown in their true light in reality.
And ensure your social media exchanges add up too.
Probably not. But it may well make them want to do business with you.
At the end of the day, in a service based business, people buy people. Prospects will be looking to reinforce what they are already thinking about you, based on meeting you, speaking to you on the phone, or reputation.
We all check out the people we meet on line, so why not make sure your About page has your prospects reaching for their phone?
If you would like help with getting your marketing sorted, please contact us on 01256 83 11 10.