Do you click on the ‘About Us’ link when you come across an unfamiliar website? The ‘About us’ section, or Boiler Plate, is a vital piece of content which promotes your business brand. It should be a short paragraph which will give any visitor to your site, an idea of who you are, and what your business is.
One key area of our business is assisting clients to develop their content so that it has a positive effect on SEO, traffic levels, and brand recognition. An effective Boiler Plate is an essential part of a website or article, and one of the first pieces of content we develop with clients. An excellent ‘About Us’ section, will make have a significant effect on the credibility of a business, and therefore, the ranking of its website.
Here is our simple guide to improving your Boiler Plate or About Us page:
Keep it simple! There’s no need to complicate things. Your Boiler Plate is a brief summary of your business. It should be written in clear, concise language, with a friendly and professional tone. Stick to one paragraph, no more. If you must, two very short paragraphs are fine, but nothing more than that.
Be accurate and factual. When you are writing about your business, keep your brand at the forefront of your mind. The language and tone you use should reflect the image of the brand you are portraying. Don’t embellish the truth or make huge sweeping statements that cannot be proven. We’ve seen too many Boiler Plates starting with, “The world’s greatest…” No one will believe you, it sounds fake, and slightly suspicious. Most people will see it as unprofessional writing, and really, it says nothing about your business. Better to stick to a simple, honest and clear description.
If the Boiler Plate is being used on an article or guest blog, make sure you add the URL linking directly to your homepage. This legitimate link back to your website (back link) will boost your SEO.
Don’t be tempted to use jargon. Many industries are awash with specific jargon, and the internet is no exception. Although there are some terms which have become part of our everyday language, (like Googlebots, or Tweeting!), try to use traditional language which is clear and unambiguous. Avoid abbreviations, slang or any industry terms that are too technical.
Going back to using a professional tone, try to avoid words which exaggerate. And try not to get carried away with exclamation marks. Superlatives are off-putting and can often have the opposite effect on a brand or product. Remember, this is not an advertisement. It is a simple and courteous description of your business. Avoid terms like, ‘world leader!’, ‘outstanding!’, ‘amazing!’, ‘global domination!’ etc. etc. You get the idea, we’re sure.
Our last tip is one which will help you develop content for any area of your website or blog:
Have a look at what others are doing. Spend some time looking at other ‘About Us’ pages, and Boiler Plates. This is the best way to get an idea of what you should write for your own. You’ll soon develop an eye for the good, the bad and the ugly!