You’ve uploaded your company logo, started putting together your photo albums and you’re even frantically adding friends and family to try and get the ball rolling, but how do you go about selling your business to your consumers and crafting a slick, professional, and, above all, convincing company bio?
You need to persuade potential customers to spend their time and money with you in the following ways:
Grabbing their attention
Engaging them
Reassuring them
Selling to them
Though company bios are often overlooked in favour of all the witty posts, eye-catching images and other colourful media found on your social media profile, they’re often the first thing users who have never come across your company before see. This is why you need to spend some time crafting copy that communicates your brand effectively and doesn’t intimidate or alienate your potential customers.
Ben Austin CEO of SEO Positive offers a few dos and don’ts to bear in mind when writing this short but crucial piece of content!
DO:
Use simple and clear language: Don’t dumb down specialist terminology and isolate users that DO know what you’re talking about, but be sure to fully explain your products and services to those who may not know a lot about your industry.
Keep your bio informative but succinct: Users don’t want to sift through paragraphs of self-praising waffle. Make sure you mention key details, don’t exceed two or three paragraphs.
Include mission statements: Relevant, punchy and to the point, mission statements give consumers a better grasp of your core values and objectives as a company and should be included where possible.
Include a call to action: Point users in the direction of more information where possible. Lines like ‘check out our website for more information’, ‘call us now for advice’ or ‘get in touch with our sales team for free quotes’ are persuasive but not too pushy and encourage prospects to visit external sources.
Proof-read your company profile before you publish it: Get a friend or colleague to double-check the text for spelling mistakes and grammatical errors. The finer details count!
DON’T:
Make your bio an opinion piece: Statements like “we’re the best provider in the entire market” only worked if backed up by an impressive list of awards and accreditations. Keeping your text factual and informative will earn the trust and respect of the user.
Make your copy too sales-orientated: Naturally, you want to persuade users to buy from you. Why else would you spend so much time building up a presence in the social community? Remember, though, users are savvy, and they’ll quickly discard any content that comes across as too ‘salesy’.
Use block capitals: AN EXCESSIVE USE OF CAPS LOCK WILL SET YOUR READERS ON EDGE. Don’t scream at your consumers – hold onto their attention by writing great copy instead!
Use too many exclamation marks: Again, avoid trying to get your point across by over-using these!!!
