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Website Writing - Using Your About Us Web Page To Close The Deal by Stephen Allen
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Website Writing - Using Your About Us Web Page To Close The Deal |
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Education
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When you're doing website writing or rewriting, how much time and attention do you put on your About Us page? Often a business person has gotten exhausted with the writing process and simply slaps this page together without much thought. What you end up with is more of an online resume -- dull, boring and lifeless. It is not intended to "close the deal" for you. In fact, it's done thoughtlessly just to "get it over with" and cross another web task off the to do list. Actually, this page is a critical part of the process of closing a sale. What you need to realize is that the typical motivation to read this page is that a prospect is seriously interested in buying from you. They've read the other pages, like what they've read and come to this page with the attitude of "prove it to me". Prove that you have what it takes to deliver on the promises on your other web pages. Providing a lengthy list of accreditations and degrees doesn't necessarily provide the proof the reader desires, except in those few situations where that is required to enter the field (like being a chiropractor). What really works is to "take apart" your background and show how each part of it has directly contribute to your ability to deliver promised results. For instance, if you are selling a group experience, you might want to describe all the various group leadership positions you've held and how each one directly prepared you to do what you're doing now. Your objective with this page is to have the reader feel certainty by the time they're finished. You want them certain that your logical sequence of training and experiences means that they will get the results you promise. The reader wants to be convinced. They've already invested time in reading the other pages of your site. They've gotten excited about maybe finding the solution they've been looking for. They want to feel that they know you've got what it takes so they can be done with their search. If you have struggled with the same issues and come up with workable solutions, tell the story of your struggles and discovery. If it's relevant, describe your process to stumble on what worked. If you have had a series of experiences that led you to creating your unique services, weave them together. Illustrate the influences and twist and turns, how one thing led to another. This can be especially powerful if it mirrors in some way the path your prospect might follow to get their problem solve. In other words, you show how this specific sequence o learning produced what you offer. Describing your influence and philosophical underpinning can be quite powerful. This doesn't mean to say you're a student of so and so. Rather you give some details of exactly what the concepts are and how you apply them in your work. Some people think this is a place to talk about their dog, cat, kids or spouse, hobbies, activities, and interests. These add to the page if they are relevant but can also be distracting. For instance, if you're a vet, readers will love hearing about your pets. If not, it may come across as frivolous. Be sure that this page answers every question, concern and need for proof that your prospect has when they start reading. For every claim you make, illustrate how it is that you have the background to produce as you state. Make the most of You about us page when you do website writing. Use it to close the deal with prospects who are ready to be closed. best writing services check this link
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