With so much emphasis on social media channels it can be easy to forget about your website and the power it can have when generating interest and business.
Internet access on the move has become so prominent that no doubt prior to a meeting people are searching your website, finding out what you do and getting an idea of your business, but are they interpreting the information you provide in the right way?
No matter what it is that your business does you need to ensure that someone who looks at your website with no previous idea of what you do can clearly go away and say “XYZ company does…”.
It is easy to get caught up when writing copy for your site in ‘companyisms’, with words that your company uses as way of an explanation for your company, but from the outside looking in they don’t actually describe what you do. So many times people try to talk around what they do without spelling it out clearly.
The best way to get around this is to have a clearly visible ‘About Us’ page, this will be where new visitors or people finding out about your business will go to understand what you do. Making it clearly visible is the first hurdle; nobody wants to search around page after page to find a paragraph tucked away on your website that doesn’t really explain anything. A good place to have the ‘About Us’ page is in your main navigation menu bar which will be easy for the visitor to locate.
Once you have an ‘About Us’ page you need to really think about what you write on this page, this should clearly answer the visitors question of “What is it that you do?”. A good way to structure this is to have sub pages within the ‘About Us’ section – this allows you to explain in more detail about particular aspects of your company, e.g. your history, awards you’ve won, company mission and values etc. without confusing the answer to the visitors question.
It’s amazing how many websites you navigate away from with no clear idea of what they do. Get someone outside of your business to read your ‘About Us’ section, and then get them to tell you about your business. They should be able to give you the same message you are trying to portray with your business, if not, something has got lost in translation.
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