What are the main reasons that someone looks at your web site? Here they are:

1. The person has heard about your company and they want to learn more before making a buy decision.

2. They are considering buying a product or service but want to find out which company is the best for them, and they've found your site in a web search.

3. They are already your customer and want to contact you or find the answer to a question.

The person who's at your site for reasons 1 or 2 is your potential customer. The potential customer and the customer are reading or looking at your site for different reasons, so your site--if it works well for you--needs to do two different things: appeal to your potential customer, and satisfy your customer.

To accomplish the first, devote most of your web pages to your products or services and their benefits.

What about your "About Us" page? How should that be written? Many small businesses use it as the owner's biography, or as the history of the company. Neither approach is in your best interest.

Consider your own experience. When you use the web, does it matter to you where the first Staples store was located, when what you want to know is the address of the closest one and if that printer you want is in stock at a good price? Is knowing what high school an accountant attended a critical factor in deciding whether his advisory services will help your business?

If you run a store, write about your staff in "About Us." Tell things like how long they've been with you and the training they take to keep current with new products. If you offer a professional service, list your relevant degrees and certifications, and previous relevant business experience, for example.

Make your "About Us" page part of your sales pitch. Include only information that strengthens your credibility and sales message.

Copyright (c) 2005 Allen Brodsky