From Overlooked Afterthought To One Of The Most Powerful Pages On A Home Improvement Website.
By Rich Harshaw
The best argument against what I’m about to teach you is that nobody actually reads the “About Us” page.
The truth is, people actually do click to it… but since there is never anything of value, they quickly navigate away in search of something shinier and more fun.
This is the internet, people.
Here are a couple examples of text from “About Us” pages randomly pulled from some home improvement websites to prove the point:
I want to take a few seconds to tell you a little about XXXXXX Roofing and why you can count on us every time to do a good job. We have been servicing the Metroplex for seventeen years and have established a quality reputation in the DFW Metroplex.
We appreciate your interest in our company and thank you for the opportunity to submit our proposal for your roofing project. We understand your home is possibly your most valuable investment and we want to assure you that we treat it accordingly.
(My commentary: the answer to the question “Why can you count on us to do a good job?” is “We’ve been servicing the Metroplex for seventeen years and have established a quality reputation.” Did anyone even think about that after they wrote it? Did ANYONE think to read what is being published?)
For thirty years the management team at XXXXXXXXXXX, has been involved in the fenestration industry. Their vast experience covers all phases of the window industry including building our own window systems (which we’ve been doing since 2001) to consulting, installation, and after-care service.
Today we offer to the public TRUE factory direct value. We build a wide variety of products from the most affordable line to our most feature-rich energy-efficient product system. All designed to “keep out heat, cold, and noise.”
(My commentary: starts off third person and unexpectedly shifts to second person; fenestration industry?)
People, we can do better. Much better, in fact.