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3 Do’s and 3 Don’ts You Need to Know to Connect Customers to Your Products

Tuesday 10 May 2016 12.00

Posted By: Laura Sutherly Comments: 0 Categories: Solutions

It’s time to take a fresh look at your About Us page. Does it need tweaked? Does it beg for an overhaul? Are you a newbie just getting started with your website? If so, here are a few reminders about what to “do” and “not do” to stay relevant and engaging.


Do’s

  1. You be you -- Authenticity is key. People can tell if you’re overselling yourself or misrepresenting the industry. We’ve all gotten the message by now: “If it sounds too good to be true it probably is.” While anyone age 30 and under may not have heard that saying, they intrinsically live it. Tech is their world and they can spot a phoney with precision….and with one click they’re gone.

Don’t be afraid to be “YOU.” In this decade of “craft brews,” “hand-crafted sandwiches,” and “one-of-a-kind” pieces,” the lifestyle of “perfectly imperfect” is something you’ll want to embrace. It’s okay to add humor, if you can pull it off. It’s okay to be casual, if that’s your tone. It’s imperative to be uber-professional if that’s what lends credibility to your profession.

That doesn’t mean mistakes in your content will be tolerated, but it does mean you can relish the fact that people want to do business with real people and your “About Us” tab is where you set yourself apart by simply telling your unique story….in your tone of voice.

MAKE SURE YOUR COMPANY NAME AND SOCIAL LINKS ARE ON YOUR ABOUT US PAGE!

  1. Do use facts and numbers -- Weave numbers into your story and you’re giving the people what they want: just the facts please. Be accurate and don’t exaggerate. How many years have you been in business? How many people do you serve? How many “whatevers” have you sold in the past 3 years…..5 years…….25 years?

Bullet points are good, because people like to scan and get quick information.

Don’t get hung up on presenting ALL the facts. Give simple facts that will answer the main questions your customers want to know. 

ANSWER THE MAJOR QUESTIONS YOUR CUSTOMERS WANT TO KNOW IN YOUR ABOUT US PAGE.

  1. Do tell an interesting story -- As much as people want facts, they also want to connect with you. Where did you get the idea for your business? If your product/service is a family business, who are the “characters” and how did they get started in your industry? If you’re an agricultural company, use your wholesomeness to bring people to the source of your products with photos of the farm. When telling the interesting story of your company’s history, be brief, and share a sincere sentence of how “your people” can become “your customer’s people.” If you’re selling a product, remember it’s the peoplebehind the product that customers connect with on your About Us page.

BE SUPER DILIGENT IN CUTTING OUT UNNECESSARY TEXT. AND HAVE SOMEONE READ YOUR CONTENT FOR ERRORS, READABILITY AND FEEDBACK.


3 Don’ts

  1. Don’t make stuff up so you look bigger, better (whatever) than you are--This is pretty simple. Keep your integrity by keeping it real. And don’t oversell what you have to offer. People move away from a sales pitch.

DON’T FAKE IT, YOU WON’T MAKE IT. AND AX THAT SALES PITCH.

  1. Don’t use a bunch of industry lingo--This can be a tricky one. If your clientele is very industry literate, then have at it. Use all the industry-speak you want. But if your website is designed to bring in new customers, then speak their language on your About Us page. Show them you know what they want by using language that will connect them to you.

DON’T USE JARGON. KEEP YOUR LANGUAGE SIMPLE, CLEAN AND CLEAR

  1. Don’t make people work for the info--There is nothing more frustrating and disappointing to a potential customer than to have to click for info. They already clicked on your About Us page, so no more clicks from here. DON’T make them click to find your pictures. DON’T make them click for product information. And DON’T make them click for company history.

DON’T MAKE ‘EM WORK. THEY WILL CLICK OUT AND MOVE ON.

Freshen up your “About Us” page and you will be able to sit back and relax…..or work hard….or work smart…..or sell stuff….or whatever it is you do. If you need help getting your About Us page to work for you, contact Correspond in a Click, and whip up a perfect About Us page for you.


Next Blog…..3 Examples of Great About Us Pages (and why we like them)