In the Internet age, we more often than not turn to search engines when looking for new products, services or companies. There’s no better feeling than finding a website that seems to deliver what we want… augmented by a sense of pride, self-accomplishment and a rush of endorphins.
However, how often have you found a promising lead off of Google, only to find that the website’s “about us” or “company profile” page is filled with generic boilerplate material – the same, old and tired content about “connecting with customers” or “making a difference in the community” that’ve been used by both mom-and-pop stores and “global innovators”. What makes a company profile interesting and inspiring to read? And how do you write one that resonates with readers? Join Wordsmith as we take a closer look!
Why company profiles matter
Some businesses are so fixated on selling their services or products that they treat their company profiles as an afterthought. Some might think, “Oh nobody reads that stuff… I’ll just use a template and fill in the blanks.” Not only is this an enormous mistake, it’s a wasted opportunity.
When visitors find your website on Google and click into it, they did so because they want to learn more about your business. Unless your business is already well-established and has significant brand awareness (in which case, you should already know about the importance of a company profile), it’s safe to assume that you set up a website because you want to attract more attention towards your business.
Using a template or “copy and pasting” material from other sites may be convenient, but it sabotages your SEO rankings. Google looks for keywords across your website when considering search result rankings, and it knows when you plagiarise or have content that looks very similar to other sites – in the worst case scenario, your page may be omitted from the search results due to similarity with the material of other sites. Even if you do tweak your content just enough to be unique, Google will still rank existing sites higher than yours because their pages are more mature than yours – completely defeating the purpose of optimising for SEO.
Setting up a balanced company profile
Now that we know that rehashing content is a bad idea, what does a good company profile need to include? Here’s a framework that LinkedIn recommends for a company profile (although the article is aimed at setting up a LinkedIn company profile, many of the points are still applicable for websites):
· Vision – the sort of future that your business wants to make or help build
· Mission – how your business plans to achieve that
· Values – who or what is your business and how does it operate
· Positioning – how your business is different from competitors
· Tagline – your business summarised in one line
· Products and services – what your business offers
There’s more to a proper profile than just having the correct ingredients though. You also need to consider the ratios, how the ingredients should be prepared and when to add them to the pot. For that, we turn to SEO and web building guru Neil Patel’s tricks and tips for integrating storytelling into your profile.
“Avoid excessive self-praise” when telling your story. Tell readers what inspired you to create your business, but be honest about any shortcomings that you had along the way. Owning up to your mistakes helps to build trust with your readers. Despite the page being called “About us”, it shouldn’t be completely focused on you. “It’s wise to focus on how you solve a problem for your readers,” explains Patel. Indeed, your business’ origins may be inspiring, but potential customers ultimately care more about how your business can help them – that’s why they are looking at your website in the first place!
Next, ensure that your page has a headline. A company profile that just has just an “About us” for a title isn’t very exciting. Instead, try adding a sub-head or tagline beneath it. “Use guidance on writing headlines that work to make your headline simple, clear and benefit-driven,” he writes. What does it mean to be “benefit-driven” you may ask? It means to address your audience’s potential problem(s) and your promise to solving it.
When writing your page, your choice of words matter. “You want your about page to build a connection with your target audience and influence their decision-making process. A great way to do that is by using a conversational tone and evoking emotion with the words that you choose. As UX Planet puts it, ‘a buying decision is more than satiating a need’,” Patel points out. Corporate jargon like assist or donate won’t create much of an emotional connection if you are a small bakery – instead, consider “more emotionally driven” alternatives like help or give instead.
Lastly, include a call-to-action. What do you want people to do after reading your page? “Don’t leave it to chance, guide them with a call-to-action,” he describes. Do you want people to check out your products or shoot you a message? Make it clear!
Now let’s try putting everything together. Using the bakery example, we are a new cookie store in the fictional town of Arlington and are looking to draw more attention.
About Megan’s Cookies:
Homemade cookies without the guilt
Since Megan Adams was a little girl, she was obsessed with cookies. Unfortunately, most store bought cookies are loaded with sugar and unhealthy fats, which caused a bit of a weight problem for cookie-loving Megan. Embarking on a mission to make healthy cookies that taste great, Megan and her family set off exploring alternative ingredients with amazing results – absolutely guilt free!
All Megan’s cookies are baked fresh in the store without any preservatives, so be sure to get them while they’re still warm from the oven. Make sure you try Megan’s favourites: our delicate Coconut Crisps and our gooey Chocolate and Banana Chews!
A company profile gives visitors insights into the business – not just on its background, but also into why the business is worth considering and whether it can meet their needs. Taking a cookie cutter approach rarely inspires confidence. Instead, take the time to craft a proper company profile, and you will attract the right types of customers who resonate with your business and your brand.