The “About” page of your website can often times be overlooked or underestimate for the powerful tool that it is. This underrated section is where building a relationship of credibility and trust with your clients begins.
It’s more than just throwing together a quick description of how and why you began your business. It’s a section that can truly make or break you. A sloppy or misdirected presentation is a reflection of how you’ll do business. And keep in mind that your potential client is always one click away from your competitor. As Becca says, “Make your first online impression as sharp as you are.”
Recently, we photographed Vehicle Media. A wonderful example of how to effectively execute the “About” page, which consists of an introduction to their team as well. The photos are professional, polished yet exude a casual and personable feel. Yes, one photo can do all of that! With so many directions a business can take in their branding and marketing message, we wanted to take just a moment to help highlight some of the areas we see businesses get “stuck”, so that you can breeze through just a little easier to reach your ideal client.
So how does one go about creating an “About” section that will leave a client with a lasting impression (and most importantly, have them calling you for business)? It’s all in your face, the image of your business, and voice, what and how you’ll say it.
Here are three simple tips to get you started:
1. Find (Define) Yourself. When helping clients brand their business, we suggest defining your business in three words. This tells your client exactly your purpose and vision in a simple and understandable way. If you are unable to do this at this time, then we suggest taking a moment to back to the drawing board and hone in on what you and your business is truly about.
You can do this by asking yourself strategic questions. Such as…
- What is your company’s mission?
- What are the benefits and features of your products or services?
- What do your customers and prospects already think of your company?
- What qualities do you want them to associate with your company?
For example, Becca and the team define 2b Photography as simple, clean, and authentic.
When you can clearly define your business with laser focus on its mission and purpose, then you can identify who your ideal client is, and how to reach them. Which leads to the next tip!
2. Find Your Voice. How do you want to communicate to your client? Take Daxko for example. They are known for a collaborative and innovative working environment. Cubicles don’t exist in their work space, but rather, they work in teams where creativity is encouraged. I personally love going to their Careers page and reading the job descriptions. They’re worded in an entertaining and casual way. This style of writing fits who they are.
Its not only what you say, but how it is said that will determine if you are effectively communicating with your ideal client.
For example, if your business is defined as fresh, fun and relatable, then consider conveying that in a more conversational text style. Perhaps a little less “formal, wordy and structured”, and a little more casual and personable with some trending phrases, while still using correct spelling and punctuation to sustain professionalism and intellect.
3. Find (create)Your Image. NOW! Since you have defined your brand and found your voice… it’s time to create the look of your business (i.e. photos of the owner, team, work space, products, etc.)! Your images should capture the viewers attention immediately, embodying all the unspoken messages that we covered in tips 1 and 2. It is very important that the images reinforce the text and vise versa so that the messaging is consistent and clear.
If you are taking a more traditional approach with a sharp edge, then a simple backdrop in a studio may be the best fit for you and your employees.
If your company is more casual then you may want to consider an outdoor setting with natural lighting.
It can be very helpful to look at other successful businesses (doesn’t necessarily have to be in the same industry as your biz) to be inspired by their approach and artistic style.
For our Meet the Team page, we chose city scenes that reflected the personality of each team member.
3. Find the Right Team. Without a doubt, you will need a marketing team that understands your goals and can help you define and execute the marketing strategy effectively.
Every detail of your images communicates a message, so you want to be very certain that they are sending the correct message in a purposeful and powerful way.
Everything from location/backdrop, lighting style, props, wardrobe, hair, makeup (even the men can benefit from a little shine control… and no we can’t photoshop everything) should be strategically planned to support your marketing goals.
Where and how will these images be used? Will they be online, in print, published, etc? Do you need primarily portrait format, landscape or both? If determining the answers to these questions is overwhelming to you, then do not hesitate to invest in the skills and expertise of those who will understand your overall intent and lead you in the right direction.
After all, these images are a direct reflection of you and your business. They are valuable tools to reach your ideal client, gain their trust and grow your business.
Article by Brittany Windle