Writing useful content for your website is one of the prerequisites of a good digital marketing strategy. Businesses often take the help of professional content writers in producing relevant content for their website. One of the pages that is often not given a lot of importance is the about us page.
However, it must not be so. You must give a lot of importance to about us page, but make sure that the content in the page focusses more on what you can do for your customers and less about yourself.
In the about us page, tell your customers how your product or service can help them in solving their problems or making their lives easier. You can also speak about the values of your business and how it can align with that of your target audience.
Website content is always about what businesses can offer to their customers. About us page must also be about what you can do for your customer.
Therefore, you must understand what the problems of your customers are, what solutions have they tried out up to now, what are the shortcomings of those solutions, what are the improvements they are looking for in a solution, and then explain how you propose to solve the issue of the customers.
It is common to see businesses speaking about themselves in the about us page. But it should not be so. It is not that customers are really interested to know about your backstory.
They want to know where you are going in the future. They intend to know how you can help them navigate the future.
Writing marketing content has always been about focussing on the ‘you’ or the customer, rather than ‘we’ or the business itself. The about us page should be like a conversation with the customers about how your product or service can help customers solve their issues.
If you keep on talking about yourself and not the customer, he or she will find it difficult to find information that help answer their questions.
Instead of saying “we can improve search engine rankings for your targeted keywords”, use the sentence, “want to get your website in the first position of search engine results? Our SEO services help you achieve it.”
There could be a tendency to explain about the features of your product or service in the about us page. But don’t do that.
Information about the features of your product or service is for the product or service page. In its place, you must explain how the product or service will benefit the customers and will help them in solving their problem.
In the about us page, don’t write long content about your history or your timeline. No one has the patience to read long content. Users scan the content of a webpage and hence write short and concise content.
Add crisp information about the benefits of your product or service and how it will help the customer solve his or her problem.
If you need help in SEO writing to create a good about us page, please contact me. I would be happy to assist you.
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