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.

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?

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 people behind the product that customers connect with on your About Us page.

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 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 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.

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.