The most important page on your website is the home page, right? Well, possibly. But most companies’ home pages don’t have much on them that isn’t found elsewhere on the site, and probably in more depth. The home page is just a stopping-off point, more like the dust-jacket of a book rather than the introduction or the contents pages.
For me, the most important page on a website is the “About Us” page. Whenever a prospect comes to your site (and it’ll probably be straight in at a low-level page), if they’re interested in what they see, the next thing they’ll want to know is more information about your company. If the products or services are interesting, they’ll want to know where you’re based, who you sell to, and if you talk their language (both literally and figuratively).
I’ve talked before about the missed opportunity of not using the “About Us” page to get your sales message over. But that doesn’t mean you should neglect the biography of your company – that needs some consideration too. Just take a step back, and ask yourself: “If someone walked up to me and asked why they should do business with me, what would I say, and is that reflected on the “About Us” page?”
Some good hints can be gained from the many articles which discuss what bloggers should put in their “About Me” page. One I read recently was 5 Keys to Telling Your Story on Writing on the Web. This suggests you use a page out of screenwriters’ notebooks, without being too dramatic, of course.
Alternatively, if you have a sales director, ask them why they should do business with the company. Nobody will have answered the question more often. I’ve recently done videos (for their websites) on just that subject for Tony Howell of Stowlin Croftshaw and Paul Bragg of Adept Scientific, and just transcribing what they say would give their companies some great copy.