Web writing tips

About Us page, How to write an About Us page, help writing About Us page, Professional Writer, About Us page tips
February 14, 2018  by

How your About Us Page can help win business

Did you know that on most websites, the About Us page is the second most visited page – after the Home page? There’s a good reason for this. The majority of readers want to know who is behind the business and find out who they’re dealing with before they’re willing to commit to buying your product or service.

So, what does your About Us Page say about your business? What story does it tell? Does it capture the true essence of your business and help you to engage your customers? If not, perhaps it’s time for an About Us Page makeover!

Want to tell your REAL story on your About Us page?

Who are you targeting? Who is your ideal customer?

First and foremost, it’s important to know exactly who you are trying to attract. If you think your target market is anyone reading your website, you may want to consider narrowing your audience.

For example, if you sell upmarket baby goods, your target market is not just anyone reading your website. Your primary target market could be pregnant women aged between 20-40, with an income of $75,000+. Because you sell UPMARKET baby goods, your target market would not be anyone looking for baby items – your market is much more specific than that.

Of course, not all businesses have such a narrow focus, however, having a good understanding of exactly who you are targeting is vital if you want to truly connect with your specific readers – and get them to buy!

What problem do you solve?

What product or services does your business offer which can help solve their problem?

You need to not only tell readers that your business solves their problem – but also HOW you go about it. Outline your point of difference and detail how you offer friendly advice, superior after-sales service or whatever is relevant to your offering and the reader’s needs.

What does your ideal customer want to know?

It’s important to know why a reader/potential customer has come to your site. What do they want to know about you and your business? Do they want to connect with you in some way before they buy? If so, it’s a good idea to use a friendly and approachable tone in your About Us copy and encourage them to get in touch with you via your contact page, social media channels, email or phone.

Tell your readers who you really are

A lot of business owners hide behind their company name, while readers want to know who is behind the business. Introduce yourselves, mention the names of the owners and key staff members where appropriate, so readers know who they are dealing with.

ALWAYS use photos

I’ve said it before and I’ll say it again – photos are important. People connect with – and BUY from – people. By adding a photo of the business owners or the whole team, and your premises or company vehicle allows the reader to gain a greater understanding of your business.

Show your personality

If you want to set your business apart from your competitors, your About Us page needs to show the true personality of your business.

  • Outline your core values, mission and vision for the business
  • Tell readers what you’re great at – without sounding too boastful
  • Detail your background, experience and areas of expertise, and that of your team
  • Outline some of the types of customers you’ve already helped in your business
  • Detail any involvement you have in the local community or with charitable organisations
  • Use a little bit of humour if it’s appropriate to your industry and business
  • All this can help readers relate to you and your business. Readers want confirmation that you are their best choice.

Tell them your WHY

If you started the business, why did you set it up? Or if you bought the business, why did you choose that particular business? What drives you? What’s your motivation?

Telling the reader WHY you do what you do demonstrates your passion and interest, and is another way to be relatable.

 

By incorporating some or all of the above information into your About Us page, you’ll increase your chances of engaging your readers and have more influence over their buying decisions.

Now that you’ve read these tips, you may want to review or rewrite your About Us page. If you need professional assistance to write an engaging About Us page which helps you win more business, feel free to contact me – I’m happy to help.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your ideal clients … and improving your bottom line. I happily work with clients all over Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on www.ProfessionalWriter.com.au.

 

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win your customer's trust, win trust, win clients, client attraction, website content, professional writer
March 1, 2017  by

How to win your customer’s trust

So, you want to know how to get customers to trust you and your business? Here are the details …

As you probably already know, people buy from businesses they know, like and trust. Once they get to know and like your business, you’ll need to understand how to win your customer’s trust. It’s often a step-by-step process, and it can take time to build trust. Of course, the level of trust required by customers sometimes depends on the value of the purchase. For a small purchase at a low price, the required level of trust is low, whereas it’s usually high when it comes to more expensive items such as furniture, cars, travel and houses.

Your website is most often the first point of contact for prospective customers and a valuable resource in building your “know, like and trust factor”.

This is the third article in a three-part series which will help you boost your “Know, like and trust factor”. Click on the following links to read about how to get customers to know and like you.

9 ways to win your customer’s trust through your website…

 1. Address Your Audience

Know who is reading your information and write with your audience in mind.  Think about their level of understanding of your products and services, and clearly explain what they need to know to make a purchasing decision.

2.  Be Clear

Make sure the information on your website is easy to navigate and clearly written. Use everyday language rather than jargon.

3.  Show Customers How You Help Them

If a prospective customer lands on your site, they’re most likely looking for information about your company or your products and services. They have a problem and you need to clearly demonstrate how you’re going to solve it for them.

4.  Have a page for FAQs

Answer every frequently asked question so that your buyers have all the information they need to make an informed buying decision. If you really want to win your customer’s trust, you need to make sure all the information they need is readily available.

5.  Be Authentic

Be yourself, stick to your brand message – don’t try to be something you’re not. Your prospective customers will quickly lose interest if they feel you’re not being authentic.

It’s also important to humanise your content, making it simple and easy for readers. Don’t be too formal and staid. Remember to keep your audience in mind.

6.  Be Generous

Where appropriate, give something away for free. This may be a free trial, a sample of your product or an information product which shares valuable information and educates them about your products or shares industry information.

Industry experts often advise us to “give away some of our best stuff” in order to build trust.

7.  Be Consistent

If you make a promise, keep it. Do you have an email newsletter or a blog? This applies to your schedule for sending out newsletters or posting blog articles. If you say you’re going to post daily, post daily, or if it’s weekly, fortnightly or monthly, ensure you follow through on this. While it might seem minor to you, the recipient can feel let down if you don’t deliver what you say you will.

Consistency is also important when it comes to the quality of your posts.

Updating your blog and social media can be time-consuming, so it sometimes falls through the cracks. Try not to let this happen. If a prospective customer goes to your Facebook page, will they find any recent posts?  If you’re busy, you can schedule your posts to appear daily or as often as you like.

8.  Leverage Social Proof

Ask for testimonials from your clients and display them on your website – tap into the power of third party endorsements.

Provide case studies showing the process and outcomes your product or service provides. Before and after photos can have a big impact.

9.  Make it easy to contact you

Make it clear how you can be contacted, whether it’s by phone, email or an online enquiry form. If you want prospects to phone you, be sure to include your phone number in big bold letters or have a separate button in the sidebar which clearly shows your phone number.

If you have an online enquiry form, ensure your system is set up to receive an email immediately and make sure that email address is monitored. On the form, you need to inform prospects of the period in which they can expect a reply, for example, within 24 hours, 48 hours or whatever is appropriate. Follow through and ensure they receive a reply within that time or you may break their trust before you even establish a relationship with them.

These tips have outlined how to win your customer’s trust through your website content. If you’d like assistance with writing website content for your specific audience, please feel free to contact me to arrange a chat.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

 

in Building authority / Communication / Grow your business / Small Business Marketing / Web writing tips 0 comments
Know like and trust factor, The Professional Writer, getting known online, building customer relationships, how to get customers to know like & trust you
January 31, 2017  by

How to become known online – 7 top tips

Want to become known online?

Attracting prospective customers and getting them to buy from you online can be challenging. The first step in successfully cultivating a great relationship with your customers is to get them to know, like and trust you. This post is the first in a three-part series I will be publishing on this topic.

How do prospective customers find you if? You need to become known online.

Customers will usually do an internet search for either your company, if they’ve already heard of you, or the problem they’re searching for a solution to. Either way, you want your website to be found by those you’re trying to impress, and this is where the content of your website can help.

Once they’ve found your site, what does the information say about you? Your content needs to be clear, easy to navigate and easy to read.

Getting known online is a process. It won’t happen overnight, but it will happen … if you start with the right tools.

Here are 7 tips to help you become known online:

  1. Know who you’re talking to

You can’t be all things to all people. Who is your target market? Who is your ideal customer? You may benefit from preparing a buyer persona or ideal client profile which details the personal details, occupation, interests, income and habits of the person you’re aiming to attract. You can source a photo and give them a name.

Once you have a good idea of who your target audience is, you need to write your copy with your ideal customer in mind.  Write as though you are speaking to your ideal customer.

  1. Demonstrate your knowledge

If you’re in business, especially if you’ve been established for a while, you’ll have accumulated a substantial amount of knowledge. By sharing your insights and knowledge with readers, it builds your credibility and helps you work towards the coveted “know, like and trust” factor.

Think of the problems you regularly solve for customers and write content which addresses that issue. Always aim to add value to your reader and be as helpful as possible, as this helps in the next phases of the process, which are the LIKE and TRUST factors. Think about what keeps them awake at night and address those issues – offer a solution to their problems.

  1. Create great content

What will you post on your website? What do your customers want to know? Remember they’ve come to your site because they’re seeking an answer to a question or a solution to a problem they are experiencing. By getting to know your customers and asking what they’re looking for, you can create content which addresses their issue.

You can’t make assumptions here. Answering frequently asked questions is a great place to start. If you already have existing customers, survey them to find out what they’d like to know about your products or services.

Know your business, know your core topics and write content which focuses on your core business.

  1. Write and share a free product that adds value to your target market

Creating a free product which people want to share is a popular way to grow your audience and become known online. This could be an eBook, cheat sheet, planner or digital recording, for example. These are relatively simple to create and offer on your site.

Not sure what to write about? Ask your customers what their biggest concerns are and design your product to address one of those issues or concerns.

  1. Create a blog and post regularly

Most websites have a Blog page, many of which are empty. This is one of the greatest untapped resources small business owners can capitalise on. A blog is a prime opportunity for you to communicate with your clients on a regular basis. Blogging is a great way to help your business become known online, and it can help your search ranking too, which is a bonus!

Not sure where to start with your blog? Make a list of questions you’re asked on a regular basis, ask your readers what they want more of, be interesting, be creative and generously share your knowledge. Your blog is one of the best opportunities you have to build your status as an industry expert.

  1. Share an expert’s knowledge – interview them

If you don’t feel confident in your own experience, or you’ve run out of topics to blog about, you may choose to interview an industry expert. Most people are pretty forthcoming if you ask to interview them. You could do a written post or an audio post for this.

Tapping into the expertise of an authority underpins your own credibility. You may even be lucky enough to have the interviewee share your post with their audience – always ask, they can only say no!

  1. Network, network, network!

Get active on social media. Post regularly and build your profile. Be sure to complete your profile with:

  • All the pertinent details about you and what you do
  • A recent photo where you look friendly and approachable
  • Be sure to include your contact information

Join social media groups which cover your industry. Local buy swap and sell pages can also be helpful in getting known in your own area. Answer people’s questions and be as helpful as possible. Ensure you have a link to your business website in your personal profile, so that people can click through and find out more about your business.

 

These are just a few tips to get you started in becoming known online. The next post in this series will explore “How to get customers to like you online”.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I have a strong background in small business management and helping businesses to build their “Know, like and trust” factor.

I love to write copy dedicated to attracting and engaging your clients, and improving your bottom line, and I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

in Building authority / Small Business Marketing / Web writing tips 0 comments
Attract more business, Grow your business in 2017, professional writer, website content, website writer, copywriter, small business marketing, Lyndall Guinery-Smith
November 30, 2016  by

Attract more business in 2017

Want to attract more business in the New Year? Yes? How’s your website looking? Will your site help or hinder your business growth?

For most people, the first point of contact is Google. Have you tried a web search on your business name? What does your digital footprint say about your business? What do your potential customers find when they land on your website?

Perception is reality, until proven otherwise.

How do your prospective customers perceive you?

Did you know, that up to 75% of a new customer’s buying decision is already made by the time you speak with them or meet them? Their position is based on their perception of you which comes from the information about you online and what they know about your brand.

The content on your website has the power to either engage the reader and influence them to do business with you. Alternatively, it can make your competitors look good! The good news is, it’s your website, so you have the power to change and update the information and the way your brand is portrayed.

Following are 9 ways your website content can help attract more business:

  1. Make information easy to find

When people land on your site, they’re usually seeking specific information, such as an answer to their problem or they simply want to know more about you. Make it easy for readers to find the information and ensure it’s clear and concise – we’re all busy and it’s so easy to click away from boring content.

  1. Express yourself in a genuine, authentic way

For the majority of businesses, the days of stuffy, jargon-filled website content are long gone. Portraying your authentic brand and showcasing the way you do business goes a long way towards making your brand stand out. We all prefer to do business with people we know, like and trust. Ensure your website helps readers to know, like and trust YOU.

  1. Building relationships is key

Offer the opportunity for readers to engage with you by joining your email list or interacting on social media. It’s best to offer more than one option to get more engagement.

  1. Demonstrate you have the skills they need

If someone is looking for a particular skill, they need to feel assured that you’re great at what you do. Just some of the ways you can demonstrate your skill are: show samples of your work, photos, video, before/after shots, case studies and blog posts.

  1. Consistency is vital for top of mind awareness

Posting regularly is important, whether that is daily, weekly or fortnightly. Make it regular so your readers know what to expect and when to expect to see it. Posting regularly also creates a perception that you’re reliable and you actually turn up when you say you will.

  1. Position yourself as an industry expert

Website content and regular blog posts on specific topics can help to cement your position as an expert in your field. We like to deal with those who know what they’re talking about. Share useful information that your readers can put into practice. People love getting something for free. Remember, you’re building trust so that they will be ready and willing to buy in the future. This is an important step to attract more business.

  1. Outline the key features and benefits of buying your products and choosing your services

A lot of websites assume the reader already has an in-depth knowledge of the products and services on offer. It’s always best to provide at least the key features and benefits – this is your sales spiel. Providing this information, expressed in a convincing tone, could easily sway the buyer in your favour. Ask yourself: What would I say to the reader if I were face-to-face with them?

  1. Establish rapport with your prospective clients

Your website is an ideal way to introduce yourself and offer your readers an insight into your business. It takes time to build a relationship, but if you treat visitors well and provide them with quality information, you do build rapport and establish trust.

  1. Show your customers why you’re better than your competitors

You can use your website to demonstrate your competitive advantage. What makes you different to your competitors? Of course, you don’t want to sound boastful about your own accomplishments or negative about your competitors, but it’s important to outline your strengths too.

Updating your website content or setting a regular blog posting schedule can definitely enhance the way your business is portrayed in your potential customer’s eyes.

If you’re looking to attract more business in 2017, now is the time to review and update your website.  Should you need assistance with writing fresh content or regular blog posts for your site, please feel free to contact me for a chat.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on www.ProfessionalWriter.com.au.

in Article writing / Article writing help / Communication / Grow your business / Small Business Marketing / Web writing tips 0 comments
How to write an outstanding About Us page, How to write website copy, About Us page help, professional writer, business copywriter, small business help, small business marketing, Lyndall Guinery-Smith
October 11, 2016  by

How to write an outstanding About Us Page

We’d all love to have an outstanding About Us page on our website, wouldn’t we?

So what is it that makes one About Us page outstanding, while others are so dry? A captivating About Us Page holds the reader’s attention as it tells our story and outlines how we help our customers. In order to achieve this, it’s important to know the difference between content which tells your story in a way which draws your audience in closer, and information which bores them and has them clicking away.

Following are 7 top tips for writing an outstanding About Us page:

1. It’s not really about you, it’s about your audience

While the title of the page is “About Us”, the content needs to portray your story in relation to your customers and how you help them, so it’s really about you AND them.

It can be tempting to write a chronological company history to show how long your business has been established, and this can be helpful in building trust, but it needs to be done in a way which is relevant to your audience.

Whatever your story is, make it interesting and authentic.

2. Know your audience

Who are your target audience? Who will read your website? It’s important to know who you’re aiming your message towards. What are their problems? How can you help solve their problems? Where do they live? What’s their family /marital status, etc.

3. Tell them how you help solve their problem

The reader has come to your site because they have some kind of problem they think you can solve. Firstly, you need to know what that problem is. Then you must outline how you can assist in solving that problem. Detail your approach to business – such as your values, vision and mission. Tell your readers how you solve their problem and why you’re the best choice for them.

4. Reinforce the outcomes with social proof

People like to hear about others who’ve used your product or service and how successful it’s been for them. Use brief testimonials or links to them to show social proof and reinforce the outcomes you’ve achieved for others. Include the client’s name and a photo if possible to increase credibility.

Case studies are another great way to demonstrate the results you’ve achieved for your clients. Be sure to use photos included before and after shots to show the outcomes.

5. Don’t write a boring chronological company history

We’ve all seen them – the dry, boring chronological company history on an About Us page. While this information may establish some trust and respect by showing how long you’ve been in business and where you’ve come from, your readers are more likely to be interested in where you’re going. The bottom line is that a detailed and lengthy company history often isn’t relevant to what you can do for the customer today – keep it short and sweet!

6. Show who you are

Remember, your audience may never have interacted with your business prior to landing on your website. They’ve clicked on your About Us page because they want to know more about you – they want to get to know, like and trust you. It’s ideal if you can include at least a team photo, and hopefully individual headshots too. Photos humanise you and help people put a face to the name. It certainly helps to promote the trust factor.

7. Include a Call to Action

Be clear about what you want your readers to do after they’ve read your page. Invite them to connect with you on social media, sign up for your newsletter, phone you or offer an alternative way to establish trust with them.

When you set out to write your About Us page, the most important thing to understand is what your audience is looking for. The information on your About Us page must be authentic and capture the unique essence of your business, but it must clearly state the benefits you provide to your customers.

The above tips are simply a guideline to assist you with writing an outstanding About Us page. If you need professional help with writing your website copy, feel free to contact me via: info@ProfessionalWriter.com.au.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers – and improving your bottom line. If you’d like to know more about writing to connect with your readers, sign up for my mailing list and you’ll receive regular doses of marketing inspiration in your mailbox. You’ll find the signup box at the base of my home page on www.ProfessionalWriter.com.au. 

 

in Communication / Small Business Marketing / Web writing tips 0 comments
Startup About us page, about us page for startups, Professional Writer, About Us page help
August 16, 2016  by

How to write an awesome Startup About Us page

Wondering how to write an awesome startup About Us page? Never fear, help is here!

Did you know that the About Us page is the second most visited page on most websites? The Home page is no. 1. The content of your About Us page is really important in helping to build your credibility. People do business with those they know, like and trust. If a prospective buyer is looking for your product or service, and they land on your site, most often they want to know something about you and learn why they should trust you before they click the BUY icon.

Your startup About Us page should tell your story and build a relationship with your audience, but it must be written with the reader in mind. Most business owners are great at what they do, but it can be quite challenging to be able to look at the business from an outsider’s perspective. I like to tell my clients that the About Us page isn’t just about them, it’s about the partnership between them and their customers and what the business can offer the customer.

Who Are Your Customers?

Before you start writing, you need to have a clear idea of who your ideal customer is. It’s a good idea to set up one or more Ideal Customer Personas or Avatars, each of which describes a type of customer. The profile includes their needs, wants and likes, their demographics – age, sex, education, where they live, their job, their income levels, interests, hobbies, etc. It’s  a good idea to give each one a name and even use a stock photo on their profile so that you can really identify with this “person”. When you’re writing your marketing materials and website copy, you must keep this target person in mind and write to address their needs.

What makes your startup About Us page different from other About Us pages?

Writing a startup About Us page can be a little challenging and some people find themselves wondering where to start. Take out a note pad or open a blank document on your computer and start noting down points you may want to make. Think about your reader – What they will want to know about your business?

Consider telling people you’re new. Being new isn’t necessarily a disadvantage – it can be fresh and exciting. A lot of people are happy to deal with a small home-based business or a startup, as long as you prove you are a credible option.

One good thing about being a startup is, you can’t write a dull and boring company history as your About Us page! Nobody really wants to read those company history documents unless there’s information in there that is directly relevant to them. Try writing your About Us page as more of a story than a chronological list. This will make the page more interesting for your reader and therefore more likely to engage them, make them want to find out more about your company and then do business with you.

Tell Your Story

Introduce yourself as the owner of the business, tell people why you love what you do, why you’re passionate about your industry and how you came to be in the business you’re in. Be sure to detail your credentials and experience, including the most relevant information that will help people get to know, like and trust you. If you’re involved in any volunteer or charity work, include that if it’s relevant to your audience too.

Using a friendly and approachable tone is a good way to engage your reader. This doesn’t mean using too much slang, bad spelling or grammar, just writing the way you speak when you’re face-to-face.

Include A Photo

While some people don’t like having their photo taken, including a photo on your About Us page is really important for building the trust factor with prospective customers. A photo can also help to nurture relationships with those you may already do business with. Most people want to know exactly who is behind the business and what you look like. If possible, it’s a good idea to use a professional photographer to capture you in your best light. If you don’t want to use individual headshots, you could also use a group shot. Wearing your company colours and including a background of your building or vehicles can also look impressive, but isn’t essential.

Let Them Know What Makes You Different

Put an emphasis on your values, your mission and what you’ve set out to achieve. What innovations do you offer? Can you offer more flexibility in delivery, customisation or quality than your competitors?

What’s your USP (Unique Value Proposition)? What can you offer that others can’t?

Is there a gap in the market that your startup is filling? If so, tell the world about it!

Tell Them What You’ll Do For Them

People want you to solve their problems. What service do you offer? How do you solve your customer’s problem? Tell them exactly what you will do for them.

For example, let’s say you sell security products. What problem do you solve for your customers? Your product keeps them and their families safe (it’s not about the hardware itself, it’s about the outcome it achieves).

Or if you’re a hairdresser, you help your customers to look and feel their very best (you don’t simply cut hair).

Boost Your Credibility

You need to prove that you’re a credible option over and above your competition. If you’re brand new to business, consider giving some free or low-cost products or services to family and friends or potential customers in exchange for a testimonial or review. The social proof which comes with a third party endorsement cannot be overstated. People will buy based on positive reviews and testimonials. Post as many testimonials on your site as you possibly can (include a photo where possible) and ask your customers to post reviews on Google, Facebook or a third party site which is relevant to your industry.

Another great way to boost credibility is through the use of case studies, including before and after photos. This is basically a longer version of a testimonial, where you show the “before” photo and tell the reader what problem the customer was having. You then detail the process you went through to solve the problem, before showing the “after” photo which highlights the great outcome and results you’ve achieved. A brief comment from the happy customer further endorses your credibility.

 

I hope these tips have been helpful and will assist you in writing an awesome startup About Us page. If you have any hints or tips you’d like to share, please leave them in the comments box below. Or if you need any professional help with writing your About Us page, check out my website copywriting services and email me to discuss your requirements.

If you enjoyed this article, you may also like to read:

How to write an engaging About Us page and

How to write the best About Us page for your website

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

 

in Building authority / Communication / Grow your business / Small Business Marketing / Web writing tips 0 comments
Build trust, professional writer, website content, how to get people to buy, small business marketing, Lyndall Guinery-Smith
July 7, 2016  by

7 ways to build trust with your readers

Want to know how to build trust with your readers – and get them to buy?

If you want people to buy from you, they need to first know, like and trust you. A good website will provide enough information for interested readers to get to know and like you, but influencing a reader to trust you is a much bigger step.

In the past, you’d meet people face-to-face and have the opportunity to form a connection and build the “know, like and trust factor” through things like your conversation, body language, tone, rapport and your follow up afterwards.

Now that so much business is done online, we need to establish that connection, build rapport and engage customers quickly – so it’s essential that you have the right type of content on our website. Even if they know and like you, most people won’t part with their hard-earned dollars until they trust you.

Here are 7 ways to build trust with your readers…

1. It’s about them NOT you

This may seem counterintuitive, but the first and most important thing to understand is that the message needs to be about the reader, not about you. A lot of business owners are passionate about what they do and want to tell everyone how good they are at it, but unless you tell the story in a way which quickly and clearly illustrates, “What’s-In-It-For-Me?” to the reader, then you’re likely to lose them.

You need to tell the reader what you can do for them or how your product or service will improve their lives before they care about who you are. Of course, credentials are important, but in terms of capturing the reader’s attention, they are secondary to addressing the needs of the reader.

2.  Know who you’re talking to

So, exactly who is it you’re trying to attract? Who is your target audience? Do you have an ideal customer? It’s important to know who you are targeting with your message. You cannot possibly target everyone with one message. What’s important to one may not be relevant to another. Get clear on who your target audience is – and write the message as though you are speaking directly and personally to them.

3.  Know what their pain points are and address them

A good way to build rapport is to talk about an issue which causes your target reader pain or stress and let them know how you solve their problem. For example, if you’re a fashion company targeting the mature woman, their pain points might be that they want clothes which fit and flatter their body, which are comfortable.  Find your readers’ pain point/s.

4.  Answer questions your current customers ask

What are some of the questions your customers ask you? Take these questions and expand upon them, providing comprehensive information about each answer, so that there are less questions in your reader’s mind.

5.  Offer the reader something useful for nothing

You can also build trust with your readers by clearly demonstrating your knowledge and experience – and then giving it away. One good way to do this is by offering a free eBook or short online course which contains helpful or useful information. If you’ve given your reader something of value for nothing up front, you establish a relationship and they get to know you and what you offer. They are then more likely to buy from you.

6.  Use a case study to illustrate and tell a story

A great way to demonstrate your skills and experience is to use case studies. Showing before and after photos if possible, mapping out the issue and how you solved it, to show that you can actually do what you say you can do.

Use a testimonial from the previous customer if possible – this will reinforce your offering, especially if it’s a video testimonial or links to the person’s website. Use a photo or the company’s logo to reinforce the validity of the testimonial.

Case studies show that you can be the solution to the reader’s problem.

7.  Build authority by demonstrating you know what you’re talking about

Make use of your site’s blog section (or get one added if you don’t already have one). Write and post regular content with a variety of topics to educate and engage your readers – and build authority. Not only will this information help the reader, it will also show how you can help solve their problem and that you can be trusted.

 

Hopefully, the above information has provided some tips you can use to build trust with your readers. What do you already do to build trust on your website? Do you have any additional tips to add? Please leave your comments in the box below, thank you.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

in Article writing / Article writing help / Building authority / Communication / Small Business Marketing / Web writing tips 0 comments
Engaging About Us page, website copywriting, web writer, how to write an about us page
June 15, 2016  by

How to write an engaging About Us page that wins business

Do you have an engaging About Us page? Does it entice your readers and generate interest amongst your customers and prospective customers? Does it accurately portray your brand? If not, read on.

Did you know the About Us page is the second most clicked page on a website, after the Home page?

In this digital age, your customers want to know, like and trust you before they will commit to doing business with you. People do business with people they connect with, so your website needs to help make a connection with your readers.

It’s a little bit like dating. First-time readers come to your site to be wooed. Even if they’ve already met you, they want to find out more about you before they commit. You really want to make a good impression, because this relationship could be going places!

And what do readers find when they click on your About Us page? Is it an engaging story that helps them to know, like and trust you – or is it a dry company history that has them clicking away in seconds out of sheer boredom? Or worse still, is your About Us page blank?

If you want to know how to write an engaging About Us page that people actually want to read, here are a few key points that those great About Us pages address:

Building relationships is key

People do business with people they know, like & trust. It’s important to make a good first impression, establish a connection, build the relationship and back it up with social proof, then you can ask for their business. Your website needs to be an accurate portrayal of your brand and what you stand for. Your About Us page is the ideal place to express this.

It’s about them, not you

Even though it’s your About Us page, the story actually needs to be about your customer and what you do for them – it has to be customer-focused. Basically, they want to know how you solve their problem. Some companies break their page into headings like About Us/Me and About You, which outlines who their customers are and what outcomes they’ve achieved for those customers.

Craft your story

Make it interesting and easy to read. Try writing down 25 random things about your company – this can be done while brainstorming with your staff or associates – the pick out the most relevant of those items and include them in your story.
PLEASE only briefly mention your Company History. We know it’s important to explain how long you’ve been in business, but nobody really wants to know all the nitty-gritty, they’re just looking for proof that you’ll produce the goods.

Watch your tone

“It’s not what you say, it’s how you say it!” We all know that tone is important when we’re speaking with someone face-to-face or on the phone, but what about non-verbal tone?
With the rapid increase in social media, much of what’s written online now has a more conversational tone. Many websites speak to the reader as though the business owner is telling their story face-to-face, which is wonderful. However, you do also need to be careful to sound professional so that you’re taken seriously when it comes to doing business.

Think about your brand. Is your organisation fun-loving, friendly and just a little bit cheeky? Go with an informal, friendly tone. Do you operate in the corporate sector, doing business with government organisations and large corporations? Your tone may need to be more business-like and formal, but you can still show your personality and not be too stuffy, while also being professional.

Ready to start writing your engaging About Us page?

Ask yourself the following questions:

• Who is our ideal customer?
• What does our ideal customer want from us?
• What outcomes do we achieve for our customers?
• How do we deliver our product or service to customers?
• What experience do we have that’s relevant to our customers?
• What is our point of difference and what does it mean to our customers?
• How do we help customers? Solve their problem? Address their pain points?
• Do we change/improve our customers’ lives? How?

Did you notice that every one of the above questions is focused on the customer? That’s what I mean about your About Us page being customer-focused.

If you can write down the answers to most of the above questions, the information can be used to demonstrate what you do and the outcomes you achieve, which the reader will then want for themselves!

Your readers are looking for something that will engage them and help form a connection with you. Remember to be authentic, be human and be relatable in your writing. Your readers will love you for it!

If you have any queries about writing an engaging About Us page, or you’d like some professional help with writing your page, please check out my website copywriting services and feel free to contact me via email and I’ll be happy to answer your questions.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers, and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

 

in Communication / Grow your business / Web writing tips 0 comments
How to write an outstanding staff profile, help writing staff profile, professional staff profile writer
May 23, 2016  by

How to write an outstanding staff profile

Knowing how to write an outstanding staff profile can be challenging – particularly if you’re trying to write about yourself.

The purpose of a profile is to tell a little of your story, to encourage readers to relate to you, and to nurture what we call the “know, like & trust factor”.  Most people want to know who they’re dealing with, and get to know, like and trust you before they commit to doing business with you. This is particularly true for service businesses and higher cost products.

Other than detailing what you do, how you do it, where you do it and what your specialties are, your profile should include any major achievements, awards and successes you’ve experienced.

For many of us, it can be difficult to say good things, to celebrate our successes and tout our accomplishments. While for others, these are things they’re always ready to shout from the nearest rooftop!

If, like most of us, you’re in the first group, fear not! Here are

Here are 5 top tips on how to write an outstanding staff profile:

1. Find a buddy 

Ask a colleague or friend to interview you. Set out a list of questions and ask them to note your answers. This might sound silly, but the process of being interviewed can bring out information you may not have otherwise divulged (only if you want to!).

2.  Hers or mine?

Should one write in the first person or third person – that is “I” versus “Tom”? For an outstanding staff profile, it is advisable to ALWAYS use the third person. The reason is that, when we’re told something good about an individual or business, we tend to believe a “neutral” third party’s opinion over and above the individual themselves. This is just human nature. The words “I” and “my can sound self-important and pretentious in a profile, which doesn’t encourage the reader to know, like and trust you.

Which of the following statements do you find more believable and likable?

“Tom demonstrates a passion and enthusiasm for property. He is known for his dedication to incredible customer service and strong focus on achieving the best possible results for his valued clients”.

“I demonstrate a passion and enthusiasm for property. I am known for my dedication to incredible customer service and I have a strong focus on achieving the best possible results for my valued clients”.

3. Use everyday language

Think about your reader and write for them. Use terms they will be familiar with, rather than too much technical language or jargon.

Be sure to check for spelling, punctuation and grammar mistakes – these are so very easy to make and overlook. Ask someone else to proofread your document before you publish it, and be sure to make any corrections.

4. Include a recent photo 

It’s surprising how many people don’t have their photo on their profile. People do business with people, so they want to know what you look like. This goes back to the whole know, like and trust factor you’re trying to build.

Invest in using a professional photographer, as they have good lighting and will advise you on various angles which may suit you face shape or the image you wish to portray. If possible, smile in the photo. You don’t have to look like the Cheshire Cat, but you do want to look friendly and approachable. Your photo and profile should make your prospects want to pick up the phone and call you.

5. Toot your horn, but not too loudy! 

This can be a bit tricky. It’s also where a professional writer can be of great value. You should mention if you’ve won an award, achieved great sales figures, topped your class at University or have any other significant achievements. However, it’s easy to come across as being an overachiever if you have more than a few, and you need to be careful not to sound conceited as well.

Writing in the third person can help, or simply stating the name and year the award was won. Using bullet points, rather than elaborate paragraphs can also assist with simply stating the achievement, while not “bragging too much”.

For example:

  • Winner – Sales Achiever of the Year, Excel Sales Company, 2015

Another tip is to keep your achievements relevant to your audience. If you won an award in a previous job, and you’ve changed direction in your career, or if you won something at school and you’ve been out in the workforce for more than ten years, the award may not be worth mentioning.

One final tip …

As with any type of writing, it’s a good idea to get someone else to read your profile before you publish it – whether it’s in print or online. If possible, find a person who doesn’t know you well, ask them to read your profile, and then ask them what kind of assumptions they made about you based on the information they read in your profile. Ask for open, honest feedback because you want your profile to portray the best possible image of you while also being accurate! Ask them if they think you’ve an outstanding staff profile – or not.

It can be hard to write about yourself – especially the good stuff! Sometimes it’s easier to get a third party to write your profile for you. If you need expert help in putting together an outstanding staff profile, I’d be happy to help. You’ll find more information about my staff profile writing services, together with some samples of profiles I’ve written. If you’d like to speak to me personally, please email me with your requirements.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I have a strong background in small business management and I love to write copy which attracts and engages your customers – improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

in Building authority / Communication / Staff profiles / Web writing tips 0 comments
Write About Us page, About Us pages, how to write an about us page
February 16, 2015  by

How to write the best About Us page for your site – Top 5 tips

Do you want to win more business? Take a close look at the About page of your website. Does the page provide the information your customers are looking for, or is it a boring re-hash of your Company History?

Whether you realise it or not, your About page isn’t really about you, it’s about your customers, and getting them to know, like and trust you. If you want to capture their attention, and their business, you first need to tell them how you can solve their problem, then back it up with the reasons why you can do this.

Following are my Top 5 tips to write a winning About Us page for your site:

1.  Before you start writing, consider your customer

Think about:

  • Who is my customer?
  • What problem do I/can I solve for them?
  • What does the customer want to know about our company/me?
  • What voice or style do they respond to? i.e. formal or more friendly/casual?

If you’re unsure of the answers to these questions, ask your customers.

2.  Tell them HOW you help solve their problem

Make a clear and concise statement about what you do for your customers. This gets their interest and provides motivation to read on.

3.  Tell them WHY you are the best choice

Here’s your opportunity to make them want to deal with you by expressing your personality, being informative and entertaining, as well as conveying your company’s culture and values. This enables you to engage them with your personal and/or company’s story and to build trust.

You can then include the qualifications and experience you have to back up your claims. Highlight your expertise – accomplishments, awards, volunteer or charity work, associations, education, passion, links to media/press articles you’ve features in, tell them why you do what you do so well.

4.  Express your point of difference

Remember your reader is most likely looking your competitor’s sites as well, so it’s important to clearly state your UVP (Unique Value Proposition – or what makes you stand out from your competitors) on your About page. Research your competitor’s sites to ensure yours stands out.

Simply expressing your story and humanising your organisation can be your point of difference too. People want to know who you are, what you stand for and why they should trust you. It’s important to be honest, authentic and real in order to be trustworthy.

5.  Show your face

Personally, I much prefer to deal with an organisation where I can see photos or video on the Home page or About page. Displaying a photo or video provides a further opportunity for people to get to know, like and trust you. Whether you use individual shots or a team picture, it is essential that you include pictures.

One more tip

Invite them to connect with you on social networking sites such as Facebook, LinkedIn or Google+. That way, they have the opportunity to get to know you before they give you their business.

Should you be feeling a little overwhelmed about writing your About Us page (or any other web page), engaging the services of a Professional Writer can often save you time, money and heartache. Feel free to email me to discuss your project – I’d be happy to assist.

If you’d like to receive more writing tips, please connect with me on Facebook or sign up to the newsletter on my Professional Writer website.

And lastly … I’d love to know – what do you think makes a great About Us page?  Please comment below.

 

Lyndall Guinery-Smith is The Professional Writer. She loves to write copy dedicated to attracting and engaging your customers, and improving your bottom line.

Lyndall has a strong background in Real Estate and is a specialist Property Copywriter. She happily works with clients all round Australia. Email her to arrange an obligation-free discussion about your latest project.

in Article writing / Article writing help / Building authority / Small Business Marketing / Web writing tips 1 comments
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