The 'About us' page
The "about" page is typically an afterthought. While designers, copywriters, and CEOs might spend weeks agonizing over what information and pictures are included on your homepage, they rarely consider what elements other than a short description should be included in the "about us" section of the agency's website. They simply pop in some copy and press publish.
This often leads to confusing, self-indulgent information that tells potential clients very little and can even alienate you from the people you want to hire you.
I reviewed hundreds of agency websites to see how firms are using this digital real estate to spark the interest of prospects, and I found a few common problems:
- No target audience in mind: I couldn't tell if I should hire the agency, apply for a job, or call them for a quote for an article. Prospects, job seekers, and journalists have vastly different needs. Define who you are writing for, and consider creating additional pages for the other audiences who visit your site.
- Too many irrelevant details: You might be proud of your growing agency, but most people will find it unnecessary to learn about every new office you've had in the past 10 years. Unless the information is relevant to who your agency is now and how it operates, leave the small details to your Wikipedia page.
- Confusing copy: Some "about us" pages contained less than three sentences. Others covered every possible detail. One was written in some type of poem-hybrid, while another included a motivational quote from the agency owner. There was no structure, no story, and everything was given equal emphasis.
As more and more clients turn to managing their own searches for agencies and researching potential partners online, it will become increasingly important that an agency's digital presence reflects who it is, what it does, how it does it, and who it does it for. This informations helps clients get to know your agency during the research phase and connect what you do to solving her brand's needs.
And the perfect place to start is with your "about us" page.