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No artigo 7 Ways to Write a Better ‘About Us’ Page destaque para alguns passos a seguir na redacção dos conteúdos de uma página:

Writing about yourself is hard. Writing about your business can be even harder. That’s why many companies end up with About Us pages like this:

“Acme Consulting is a global network solutions provider, redefining enterprise networking and connectivity by consistently providing outstanding customer experiences and innovative, world-class services.”
Sounds impressive. Says nothing.

(…)

[Think customer first]. What do potential customers want to know?

[Facts are compelling, superlatives are not]. Lots of About Us pages are filled with words like outstanding, excellent, world-class, visionary, cutting edge, etc.

[Don’t try to be something you’re not]. Trying to make your small business look bigger is a natural impulse but can also create awkward moments when a potential client asks for references or specific examples.

[Describe qualifications, but be brief]. Certifications and awards are great, but pick a few that resonate the most with potential customers.

[Kill the stock photos]. We’re all expert stock photo spotters. Use real photos or no photos at all. Seriously: Will anyone believe these fine folks work for you?

[Don’t be afraid to ask for help]. Ask someone to read your About Us page and then describe back to you what you do. If they can’t immediately answer most of the five Ws (who, what, when, where, why), get back to work.

Final thought: If you’re fairly modest and writing an About Us page feels “salesy” or self-congratulatory, focus on facts, figures, and accomplishments.

Objective information is a lot easier to write and a lot more powerful as well. Think about the needs you fulfill and the problems you solve for your customers. Then use plain language to describe how you fulfill those needs and solve those problems.

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