How much information about our company and history should I include on our website?
Some companies include a lot of information about the team, while others don't have any. When should a company include information about the team and the history of the company?
A brief introduction with history is sufficient enough, rest all is self praise. Your website is about your product and services, needs to be presented in professionally polished way to promote your business. So concentrate of business as people are too busy to read your own details. Most of the website visitors straightaway goes to product menu.
Ms Carrie, its not about 'how much', but it is about what 'relevant information' that a customer needs to know. History of the Company is to be stated at the beginning. Regarding the team, you don't need to speak about the names, but the competency of the Team relevant to your core business. Florence MacDonald
Thanks for all of the great advice and for sharing your experiences! Sounds like a lot of what we include depends on industry. This information will definitely help me as I work on our new about us page.
Give out pertinent information only - what you offer, why (i.e. goal), and facts. If it is a new start-up, I would avoid the start up date and replace with history in doing business. Dates should be in a separate bio.
As a former webmaster for a small company, the boss suggested we have a full profile of each salesperson, even some of the administrative staff, a company mission, full history, and achievements, including company vacations etc.
He's known to be a wise planner and disciple of Napoleon Hill. Over the years I spent away from the company, I found myself longing to get to know the stores where I bought my stuff or the company that's providing me my platform. It may be something 40-year-olds like to do - read about how their money is being spent.
Your first objective is to engage your audience. A brief genesis of your business is fine, but people don’t like to read, and too much text will cause them to bounce. Images of yourself and / or children would be good. Your story line should dance around “notebook cases, and totes, should be fun”, and you set out to make them that way. Identify your market, age, gender, economic status, geography, etc. Build your site to that market. Your value add to an established product is its window dressing. So you need to sell cute, whimsy, trendy… Study QVC and other cable product channels. Learn from the experts. Study how they present their products, the dialog used to engage their audience, and the hook that gets people to make that call.
Besides being a digital marketing analyst I am a professional photographer… spiritofthelens.com. I understand the impact of images and videos. A slide show is easy to produce. Video is good if you can produce a “professional” quality video. Anything amateurish will detract from your credibility. Make your site feminine with cute graphics, but not overdone. Reassure visitors of your refund policy.
Product images should be exceptional! Professional, and if possible shot with gorgeous models - adults and children. Your customers can’t touch, smell, or admire your products from different angles. The lighting, posing, environment, and shooting angle of your products will have great impact on appeal and buying emotion. Check out my website and view some of the images. You’ll see examples of how lighting impacts a scene
Stay away from your law school or business school reference; it could be construed as elitist or bragging.
People are on your site for a specific purpose. You have about 5 seconds to engage them before they bounce. Anything that doesn’t engage your audience, create emotion or motivation is a waste of space and disengages your audience. Find a hosting service that has bandwidth to accommodate a site with lots of images, for quick loading. Build your site in “responsive design” so it is easily viewed on mobile devices. It’s more costly but your visitors will be doing so from a mobile device.
Have fun with your project… and lots of patients
Blessings - Toby
Carrie, you got some great answers already. I will add my 2 cents.
It all depends in your industry, type of products, type of customer, your personality and actually, your uniqueness and purpose for that page. While this page is tremendously visit, it is also one of the most personalized ones, to even serve as a hub for your other related projects.
You share in this page about everything you feel comfortable sharing, everything that will build trust, common grounds, support the quality of your service or products, identify your brand in a bunch of others, and even highlight the things you would like people to know.
Personally, my sister and I run a couple of critical websites. Not all of them are related in content but in passion, support and experience. In those websites, in order to get in touch with specific prospects we needed to include our "our story", "who we are" "about us" pages that slightly helped us connect our other websites... as for credibility as well as for effectiveness of landing pages.
All pages are doors to your projects. You need to know where to place what for certain purpose. The about us page is one page with rich content that can serve as the bridge to so many doors, that will support your brand, that will direct traffic to what you want, that will describe the type of market you want to embrace, that will ultimately help sale or serve people. Make it unique, visit the websites you feel so connected to and find out why? that why always carry the answers.
Success to you.
You should think of your website as a "pitch". You don't want to show someone hand when playing cards, only what you want to put on the table. If you know that your team has specialist knowledge that will leverage a lead / reader into a possible new client relationship then list it. If you think the history of the company has a "warm, feel good" story that resonates with your target audience, then list it. If you do not think it will lead a reader to inquire about your services, then leave it off your website. You don't want to tell too much, for when you meet a potential new client in person... you won't have much new information to bestow upon them and keep the dialogue going. ... Hope that helps.
That is a good question, and I think the more information you provide right upfront about your company information, it will keep them from any concerns, our questions mainly if your a real company or not, skepticism (everyone is always having some sort of hesitation when meeting a new company, business, service, product and son), but if everything is on website you will discover you will have a higher ratio of new customers.
Some great answers already.
Keep only information that would help your readers/prospects feel the credibility, trust and industry experience. Do involve your team members' pictures and their 2 liner power bio, your brief company history with key highlights and a quick note on your future vision and mission for your customers.
That's all people would want to read and have time - a company about under one minute
These folks seem to be doing quite well - might want to pattern after them (no pun intended) www.scoutbags.com/ Our Story
Hi Carrie ~
I'm the kind of person who reads "About the Author" on book jackets to help decide if I want to read the book, so for me, team info is a must. I agree with Jeff that it also matters a great deal what you're selling. Since you market laptop cases that embody both function and fashion, I think a personal founder bio, similar to the one on your mosaicHUB profile, would help sell to the women who are your target market. Knowing the story behind the product will go a long way towards creating the kind of connection that engenders sales.
As far as when to include this information on your site, I'd say, as soon as you create it or revise it. Why wait?
Hope this is useful, and all the best with your business.
Despite all the advice about marketing needing to focus on the customer's needs it's good to include history about your company and some real photos of real people and (if applicable) your premises - this is a massive trust-builder for potential clients.
Think about when you are considering buying from someone you have not dealt with before - the more you know about them and can see they are real people, the more likely you are to part with your card details!
So to answer your question, a company should always include information about the team and the history if they want to build trust with their target market.
For me, if I am looking at a specialty object with a significant price tag that likely has some complexity, I use company and sales rep info as a marker for quality, integrity, and 'feel good'. The more expensive the product/service is, the more I want to see/read/hear the story of the company/people behind it. In the offline world, I would be meeting multiple times with the sales rep. Relationship would matter. Trust would matter. Much of that is derived from human stories behind the product.
If I need new workout socks, mehhh...that's a trip to the local big box. There's no care about the commodity product I am purchasing. No investment. The store workers tend to be nice, but I don't invest any time in them. They don't really even need to be involved in my low value purchasing decision.
So what's your product? If you're manufacturing socks destined for a big box shelf, your story likely will not matter. If, on the other hand, you craft a durable good that is viewed as an investment with a long life, then I would certainly add in company AND sales rep info. That adds some 'soul' to your product, and gives the potential buyer one more thing they can use to decide on a purchase.
Buyers are people. They like human stories, they offer a connection at some funky level. Offering this company story makes that funky connection possible. imo, hiding it makes you more like a soul-less big box with fewer things to connect with.