There’s an oversight that is prevalent with most online presence, from a one-person operation to a thousand person conglomerate — the lack of a decent; or the missing of an About You page which is the most critical part of your online presence.
Why are you hiding behind the help desk expecting your potential customers to interact with you? Why are you expecting clients through WOM to call upon you in this day and age? Why would you want future multimillion dollar businesses to even bother to vet through your product websites or corporate blogs or sites? What makes you the golden needle in the bloody haystack?
What makes you any different from the gazillion others?
A thingamajig from Walmart can be seen sold elsewhere in Carrefour, Tesco, or elsewhere under the Sun. In the States, in the UK, in Asia or elsewhere in Ethiopia. What makes your thingamajig the one the whole world wants? How do brands leverage both brick mortar and online platforms?
If I don’t know anything about your Company, I’m not going to even bother doing business with you even if you’re the best in the industry, nor would I spend a thousand years scouring Google to find you. I should be able to just key-in tags or keywords relevant to the industry, and add an About Us, to get to learn of the Company I want to buy from or to JV with — being the best in any industry is not about being the biggest, or that you offer the better profit-margins for your distributors. Being the best is not about how well your product is design, or how effective and durable it is for society.
Being the best starts with an honest introduction of yourself, your company and how it got there, from nothing; and what the Company is doing to improve society; maybe the freshness of the air in a certain community, or whatever that benefits both, your Company and Society.
Inspire other businesses.
What needs to be considered in the copywriting of your About Us page. If you don’t have an in-house Copywriter or PR, outsource. Or drop me a note.
- Who are you as a Company
- What do you as a Company excel in, or do; and how you differ from the competition — What makes you exceptionally special
- Where are you located — state if you have offices in other countries, even if its just a virtual office it doesn’t matter. Customers want to know if you’re catering to them and their needs, or to yourselves.
- Why are you doing what you are doing — how did your Company get to where it is today, not ten years from now.
- Where do you envisage to see the company going or growing into ten years from now. Be honest about it — conservative if you must.
- When are you opened for business. State the time followed by lunch or dinner or both. Not all cultures are Western or Eastern centric.
- Whom do you do business with. Which countries. Specify, and why not if you don’t do with a sanctioned country. Explain. Be clear. Not all buyers or customers know about geopolitics.
- What are your coordinates — telephone, telex, facsimile etc. Add these only if you don’t have a Contact Us page.
- What facilities do you offer for your customers when they visit your mall, for example — free parking, doughnuts for kids, holistic massage chairs for seniors, etc
- State how near or far you are to or from your mission. Most people don’t bother but potential businesses who are interested in partnering with you, or for a JV would want to know how serious you are with your business.
- If you’re a two person company, talk a bit of your interest — be real. Be human about it.
- Short sentences. Precise. Simple words, not superfluous. No flowers. The world is not necessarily English speaking-reading centric.
- Add a link to a Contact Us page, or a tag to sign-up for your newsletter or whatever information you would need to capture from your potential client — if you produce, or market a product, a thingamajig, offer a sample. Marketing samples are usually tax deductible — check with your Chamber of Commerce or Ministry of Trade in your region.
- Add a Video if you can afford — of yourself talking about your company in your language, with subtitles in the markets or target market you’re dealing with. Be comfy about it. Be real. Be human. Dress professionally and unless you’re promoting Chinese Opera, be frugal with cosmetics
The About Us page ought be informative and correspond to the design of your website. Just bear in mind, the retention time for anyone to remember your information. Do not create a half-hour video unless its a lecture, offered for free. At max, videos should not be more than five minutes. Anything above five, will turn off your audience. Hire a professional if you’re camera shy. Consider streaming in other formats, for broadband or traditional dial-up clients. Not everyone is technically inclined or technically equipped.
- Tony Wright on Startups
- The Fish and Chip Shop Rules
- Why I Feel Like A Fraud
- What is Lean about the Lean Startup
- Book: Startup Communities: Building an Entrepreneurial Ecosystem in Your City by Brad Feld
- Book: Brand Zero: The Complete Branding Guide for Startups by Jacky Tai
“Kuala Lumpur” Feature Image courtesy and copyright Trey Ratcliff
“Google Office, Los Angeles” courtesy and copyright Trey Ratcliff