An About page is vitally important for your Web site. However, it’s often difficult for companies, as well as individuals, to present themselves accurately from a marketing viewpoint. They’re too close to see themselves in perspective.

On their About pages, companies use one of two tactics:

They present themselves as “we’re the greatest”, which isn’t as effective as when they go into detail, and show how they’ve solved challenges for their clients.

Or they go to the other extreme, and don’t mention their achievements at all.

This was brought home to me last week when a client told me, “You’ve made us sound great on the About page…” He paused for a moment and went on, “and you’re right. We’re pretty terrific at what we do. It’s hard to remember everything we’ve done, and what we can do for people.”

He’s pretty terrific. And so are you. Make sure that your customers know it. Invest in a copywriter for your About page.

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