Technology Marketing: Building an Effective “About Us” Section.

Wed, Nov 4, 2009

Conversion Optimization, Traffic

   Written by: Susan Tatum

Technology Marketing: Building an Effective “About Us” Section.
We’re often asked to analyze a new client’s website as part of our Technology Marketing Action Plans (TechnoMAPs), and I find that the “About Us” section frequently poses a challenge. Yes, it’s called “About Us”, but really it’s about you from your prospects’ point of view.
The “About Us” section is your opportunity to show your visitors who you are and why you’re qualified to help them solve their challenges better than anyone else. In technology marketing, it’s especially important to provide credibility and proof of your ability to deliver.
Proof of your ability to do what you say you can do is best provided in the form of case studies, testimonials, awards and other forms of support from 3rd party experts. And that’s where it gets especially challenging for start-ups with no track record.
Bryan Eisenberg has a great post on the ClickZ Network titled How Start-Ups can Build Effective “About Us” Pages. In it, he talks about the unique needs and motivations of four different consumer temperaments (called personas), and how you can develop your “About Us” pages to speak to each type of buyer.
Bryan is writing specifically about start-ups, but his message is worth reading no matter how established your company is.
It looks to me as if technology firms often spend the bulk of their website efforts on introducing their products or services, and less effort on developing a good story to tell in the “About Us” section. Nearly every website I look at can be improved by paying attention to this.
This is great place to get your PR people involved.

This article was first published December 5, 2007 on the Tatum Marketing blog

We’re often asked to analyze a new client’s website as part of our Technology Marketing Action Plans (TechnoMAPs), and I find that the “About Us” section frequently poses a challenge. Yes, it’s called “About Us”, but really it’s about you from your prospects’ point of view.

The “About Us” section is your opportunity to show your visitors who you are and why you’re qualified to help them solve their challenges better than anyone else. In technology marketing, it’s especially important to provide credibility and proof of your ability to deliver.

Proof of your ability to do what you say you can do is best provided in the form of case studies, testimonials, awards and other forms of support from 3rd party experts. And that’s where it gets especially challenging for start-ups with no track record.

Bryan Eisenberg has a great post on the ClickZ Network titled How Start-Ups can Build Effective “About Us” Pages. In it, he talks about the unique needs and motivations of four different consumer temperaments (called personas), and how you can develop your “About Us” pages to speak to each type of buyer.

Bryan is writing specifically about start-ups, but his message is worth reading no matter how established your company is.

It looks to me as if technology firms often spend the bulk of their website efforts on introducing their products or services, and less effort on developing a good story to tell in the “About Us” section. Nearly every website I look at can be improved by paying attention to this.

This is great place to get your PR people involved.

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