Rise Physical Therapy Marketing in Surprise, AZ

Jul 11, 2019 | Branding, Photography, strategy | 0 comments

Physical Therapy Marketing Updates.

What’s been going on at Rise Since Their 1 Year Anniversary?

lead-physical-therapist-Mark-jagodzinski-at-rise-ortho-sports-pt-in-surprise-az-photo-by-danielle-at-prefocus-solutions

Working with Mark over past few years has truly been a pleasure. Not only does he value some of the same things I do, but he’s committed to growing his business the right way. Far too many healthcare providers invest in bland methods to promote their solutions. For whatever reason, they believe this is enough. But like I always say, basic efforts cause you to be viewed that way.

For the most part, patients select physicians based on convenience and availability. Even though a majority of them long for personalized care, not many providers are speaking to them this way. While I may never be able to persuade the entire medical industry to alter their approach, some healthcare solutions are taking note. So, when it came to developing a physical therapy marketing strategy for Rise, it was easy.

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Positioning the Local PT Practice.

My tyle of PT marketing for Rise isn’t about sexy poses and attention grabbing posts – it’s about Mark’s genuine commitment to the patient. Since officially launching his business in 2017, he’s proven that authenticity actually works. He’s been open and vulnerable about the process and shown patients how much he cares by going above and beyond for them.

Mark looks at the state of physical therapy marketing and laughs. He feels like it’s almost become another element of entertainment. He believes all patients want to go through the rehabilitation process with an experienced professional. To be quite frank, he’s absolutely right.

At the end of the day, it doesn’t matter how many followers or “likes” you have if patients don’t feel a physical therapist’s compassion and competent understanding of the entire body.

mark jagodzinski knows the entire body for physical therapy marketing strategy in surprise az

This Brand Personality Deserves Attention.

The relationships that Mark has built over the years are really the foundation of his branding. I personally worked with Mark and Shea while regaining strength in my shoulder after surgery. Aside from knowing their level of knowledge is supreme, I know their ability to connect with patients is real.

Capturing and promoting this has been one of the main focuses of our PreFocus with Rise. As you can see in some of the picture below, Mark knows how to make his patients feel comfortable. Even when a camera is in their face.

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Leery of Authentic Marketing for Physical Therapy?

Telling a business to invest in original means of marketing is tough. Everyone sees what their competition is doing. They’re compelled to compete and trump their level of engagement. The temptation to be cheesy is real in today’s world. But there’s no need to be something you’re not in order to attract potential customers. Eventually, people find out the experience is nothing like the marketing message.

Loyalty derives from trust and if you’re not following through with this then you’re wasting your money. Moreover, you could be an amazing physical therapist but your marketing says otherwise. The message you communicate on a consistent basis is what creates your brand perception. Without this, you’re nothing but an option.

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Marketing a Personal PT Experience is a Must!

To learn more about some of the methods I’ve used for Rise’s physical therapy marketing campaigns, you can always reach out. I’m not selfish and enjoy sharing findings. If you’re interested in developing a brand strategy for your PT practive, your first discovery session is always free.

I think Mark does a great job and is a great resource for young PTs as well. I’ve always encouraged him to share some of the valuable content he has stored up in his brain. The culture Mark has created out west is top notch. Nut right now, he has his hands full and is focused on enjoyinh his family as much as he can.

So maybe I’ll talk him into some content channels down the road. In the meantime, be purposeful with everything you do, and always remember to PreFocus.

3 Simple Ways to Hold Your Marketing Team Accountable.

May 15, 2019 | blog, consulting, strategy | 0 comments

3 Ways to Hold Your Marketing Team Accountable.

Over the years, I’ve become quite frustrated by the efforts of marketers across the board. From agencies building cookie cutter campaign initiatives to amateurs over promising on things they’ve never really delivered.. Marketing has really lost it’s creative direction. What I’ve truly realized is, not everyone is cut out for the gig – and that’s not a mean thing to say. Marketing is a business decision, I’m not here to make friends. I’m here to help companies thrive if they’re willing.

Remember first cuts during basketball tryouts in middle school? How about auditions for the lead role in high school musical? All you have to do is watch a few episodes of American Idol to understand not everyone was meant to be a singer. If you take a look at a good percentage of marketing efforts, you’ll easily see the same. But you have to know what to look for. Otherwise it’ll continue to be too easy for these sleazes to keep robbing you.

I mean no disrespect. I’m actually saying this out of respect – for those ruining their own reputation and the reputations of their clients. Attempting to do something they truly don’t understand (or have a passion for) is wrong. Listen, marketing is tough. It’s a cut throat balancing act of customer desire and brand understanding. No business should be marketing the same. Every business has unique value propositions, origins and culture. You can’t just put “efforts” into a conveyor belt. You have to really dig into the business and it’s customers in order to truly develop a successful strategy or single campaign. Doing things off a whim is ignorant.

With that being said, I’ve set out to help business owners identify their direction. But not necessarily the creativity behind their marketing – rather the direction their company is headed. Duplicated efforts and unoriginal content is wasteful. It’s an “awareness” technique that typically doesn’t close. Sure, people might stumble across your stock photo’d social media post when they need you, but why pay someone for that?

What type of marketing is worth paying for?

Marketing is all about reaching people with the right measures and the proper message. There’s no such thing as the absolute “right” message. It’s about creating clarity and value behind what you’re saying. It’s the reason I started PreFocus nearly 3 years ago. While its taken me quite some time to get people to listen, they’re starting to understand MY message. But it wasn’t because I pivoted or revised it to conform – it’s because I remained consistent.

What do real marketing results look like?

I set out to prove the worth of a PreFocus by helping a global company decrease their advertising acquisition costs from $445 to $105. This same company has seen their organic traffic increase from 140 in August 2018 to 7,000 this month. They now have a $65K monthly budget that uses the PreFocus model. Competing with and overcoming their competition was exciting for them. Our weekly marketing calls are a lot more enjoyable now that results are in the picture.

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A physical therapist I work with has already hired 3 people in his first year. He’s currently planning his summer vacations while spending more time with his daughters. We turned around a medical practice that was thinking about selling the business 4 months ago. They’re now cleaning house and investing in a first impression and brand culture. They now understand how impactful shaking up the normality of the industry can be. Their PreFocus has allowed them to triple their advertising budget.

I’m not telling you these stories out of arrogance. I want you to experience marketing this way too. But what would you say if I told you that you didn’t have to hire us to see improvement? Look, I get it. Many business owners want to give people a chance to pull through. But you have to do what’s best for your business. While it may feel good to provide someone with autonomy, you have to know what they’re doing and understand why they’re doing it.

At the end of the day, you’re the owner. You’re the expert. You should know the industry and your customers best. Getting too cute or investing in affordability just to market something just isn’t sustainable. You have to build authority, it doesn’t just come. With all things considered, here are 3 simple ways to hold your marketing team accountable and ensure your efforts are worthwhile.

1. Understand How to Understand Your Marketing.

While you probably hired someone to manage your marketing so you wouldn’t have to, you still need to understand the basis of their efforts. Trusting their judgement or believing their experience isn’t always the best approach. For whatever reason, marketers have become uber focused on selling their services instead of enhancing their competence. You have to take the time to understand the basics of what they’re going to be doing in order to know if it’s working. If you’re paying $250/month for a social media strategy because someone told you that you have to, then they need to explain the fruit.

Similar to most sales organizations, many “marketers” are always going to be able to excuse a lack of performance. I’ve even witnessed them making things up to keep the business owner under contract. Social media is a platform that only certain business models can excel at. Don’t just have them prove it’s worked, have them prove it’s worked for a similar business. You’re probably going to have to do a little research yourself, but it’s better than 6 months of $250 ($1500). Confidence in what they’re doing is more than a belief in the person. When you understand how social media works, you’ll be able to ask the right questions and make a solid decision.

This can also be implemented for PPC strategies. Nearly every business can benefit from a paid ads campaign. But does your PPC manager really know what they’re doing? Is ad copy compelling? Are they tracking accordingly? Do you know what your ideal CPA (acquisition cost) is? Do you know what PPC means? Do you know what similar businesses are spending and why? The point is, you really need to understand what each type of strategy entails. This allows you to say “yes” with confidence. If you’re being sold on a strategy without proof, then you’re setting yourself up for failure.

2. Make Sure You Know How to Analyze Results

I recently met with a local company looking to transition out of their current marketing team. Not only have they experienced poor results, but they’ve been waiting for the agency to turn things around for quite some time. They’ve experienced the misleading statements, excuses and lack of focus. They’re completely exhausted.

Although the agency was referred to them by a well-known vendor, they are the absolute epitome of a lazy marketer. For years now, they’ve been milking the business without any type of clarity because of a contractual agreement. The company is now willing to pay them thousands of dollars to cancel. Even when performance isn’t satisfactory, the agency still wins. It’s a sad ordeal.

After looking closer at the ordeal, we were able to uncover that the agreement didn’t require the marketing team to update the client. They were literally held to zero standards. This was because the business didn’t have access to anything. They weren’t able to monitor results or review performance. They’ve simply been at the mercy of this marketer for far too long. While I want to be mad at the agency, I have to blame the business.

When signing a contract for marketing services, you have to understand that it just might not work. In my opinion, you almost have to assume it won’t. Not only should you never sign a contract without industry proof, but you should never agree until they’ve proven their worth to you! A month to month agreement should be required until results are delivered. If the agency balks at your request then you’ll know it was a good decision.

Once you’re under way, it’s important that you schedule routine checks ins in order to understand the direction. Before any campaign is started, you need to determine what success looks like. The marketer should be required to hit a certain number of goals or expectations in order to retain your business. Force them to go through performance reporting with you so that you know what to look for throughout. Again, if you’re unwilling to invest time into your own understanding so you can hold your marketing team accountable, then you’re hurting your business. Monitor your money with clarity and you’ll have a good idea of what you really need to do.

3. Ensure Your Marketer Understands Your Brand

While the aforementioned tips are absolutely crucial, nothing will matter if your marketer isn’t invested in brand understanding. At PreFocus, we develop brand books for our clients. Not only does this prove to the client we understand their business, it creates cohesion across multiple channels while helping them cut costs for other projects. If an agency or marketer isn’t interested in spending additional time to learn about your company then the effectiveness of your strategies will suffer. I cannot harp on this enough.

In order for you to ensure your marketing team is bought in, you have to buy in too. Take a second to notice the theme of this article. Your commitment quality and your effort to help or hold them accountable makes the difference. Banking on the mouthpiece of marketers can be a recipe for disaster. One poor message or statement can alter the trajectory of your business in a heartbeat. Allowing someone to assume or guess with your money (especially when they haven’t proven their worth or commitment) is a recipe for disaster.

In the end, it’s your responsibility to understand the purpose, performance and priorities of your marketing campaigns. If you’re thinking about hiring someone that refuses to bend from their services to cater to your customers – then it’s not a good match. Paying 30% less can cost you 300% growth over a long period of time. Holding your marketing team accountable and making sure campaigns align with the core values of your business is invaluable. You just got to take the time to understand enough to do so.

Be purposeful with everything you do guys.. and always remember to PreFocus.

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Is the Value of Quality Really Valued?

Apr 20, 2019 | blog, consulting, strategy | 0 comments

Is the Value of Quality Really Being Valued?

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Whether a purchase causes inconvenience or disfunction, it normally forces you to re-evaluate your decision. (I say normally because purchases, like cable, don’t really apply). Often times, people pass on higher quality options because the affordable price or message speaks louder to them. But is the affordable option really that much more affordable? What if I told you that in most cases, cheaper was more expensive? Before going into my point, I wanted to take a look at why people might continue making these decisions.

Today’s online scape gives consumers the ability to pretty much buy anything online. When products or services fail them, they’re more likely to take repetitive risks instead of investing in quality for more money. It’s almost as if their subconscious is telling them they already decided to avoid the better option. The ability to haggle online, price shop or negotiate with competitive offers almost forces the consumer to sustain this mindset. But are they really being cheap?

Without getting too much into the psychological element of this (because I’m not a psychologist), can we assume skepticism gets in the way? Maybe they’ve been burned and bitterness now surrounds the need. Maybe the perception of the product or service is vague at best, who knows.. Besides, why would a consumer spend more when they need to balance out their mistake?

If we look into this further, can we assume pride gets in the way? Is their judgment clouded because they’re unwilling to admit their mistake? If so, most customers are content blaming the product or business. But what if their hesitancy was due to their inability to define what a quality purchase is? If this is the case, then they’re more than likely incapable of feeling comfortable spending more. Let’s take a look at a few examples to make sense of this.

1. An Average Consumer that Climbs

Joseph is an avid hiker. He enjoys broadcasting all of his hikes across the Valley. He’s just an average Joe, so he doesn’t necessarily have the best equipment. If you were to ask him what he relies on the most during his hikes, he wouldn’t tell you his camera. He’d tell you it was his boots. But Joe doesn’t believe in spending $250-300 on something he relies on.

He actually despises some of the high ticket items and believes he’s fine with the $100 pair he buys. They’re better than most, he thinks. He’d rather spend that money on a GoPro, right? But time and time again, he captures his boots malfunctioning during a hike.

Quality Doesn’t Change Behaviors Unless It’s Valued

Joseph feels good about traveling back into Boot Barn for some off-brand tread. He doesn’t even think twice about the time he spends doing so. It’s become a part of his reality. This average Joe doesn’t even see the opportunity in front of him to grow his following by reviewing (or endorsing) high quality boots!

The real reality is, he’s buying 2 pairs of low quality boots per year when he could buy a quality pair that would last him 2 birthdays. He’d have nothing to lose but he doesn’t believe in spending more. His pride or stubbornness is playing a big role in his ignorance. With that being said, how are the better boot businesses focusing on this? Is quality being presented in a way that it’s valued?

While I really want to help my man Joe get started as a social media influencer, I also want to help this man realize he needs some better wheels. Even if my only value proposition is finding a girlfriend instead of going to Boot Barn! It’s important that he knows I understand his stance but want him to improve HIS quality of life. Why would he listen to my “better than” pitch if he doesn’t believe my product is better than?

Quantitative Over Qualitative Reasoning is Risky

In my opinion, the most difficult job of a quality business is persuading someone to buy from them when they don’t really have the money. In reality, most people don’t have the money to pay more for something that could be the same. In other words, they choose not to.

Service companies that invest a lot of money in higher quality solutions tend to struggle closing lower income families because of this. They tend to stick with targeting those who have excess capital because the probability is higher. But, they’re missing out on a huge opportunity to educate and benefit a consumer that’s on the verge of trekking down a long trail of misfortune. Let’s take a look at another example.

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2. A Struggling, Broken Down Consumer

Mike ArrSucks bought a “beater” two years ago in order to work as a pizza delivery boy after school. Instead of paying more for a better car, he settled with the 250K mile gem that lacked AC. After finally saving up enough money to get his AC fixed, he let one of his buddies install some new parts he bought cheap on RockAuto.com. After a few malfunctions, he had a friend’s friend (who was a “mechanic”) take a look. After paying him to make a few adjustments, he ran into problems with the AC compressor.

When it was all said and done, Mike was forced to take his car into a mechanic. He ended up paying 3x times the amount it would have cost him to just have them install a new AC. But he remained positive and viewed it as a learning experience. It’s the car’s fault, right? Mike was able to enjoy his cooled cockpit for only 2 months before his transmission went out. Desperate to get rolling again, he followed the same blueprint as the AC problem. Not long after he was rolling again, the head gasket blew.

Low Quality Decisions Cause Low Quality Results, Not Misfortune.

After a few rounds of ignorance, Mike was car-less and broke. Truth be told, Mike got fired as a pizza delivery boy. He ended up taking a job as a janitor at his old high school just to get back on his feet. Talk about a string of bad “luck,” right? Wrong. All of this stemmed from a string of bad purchase decisions where he didn’t value quality solutions.

Why was Mike so afraid to change his behaviors? Did his pride get in the way? Should he have simply scrapped the car and invested in a better option to secure his ability to make money? If he could do it differently, would he have paid $4,000 to avoid all the headaches? I’m not sure. But if someone helped him understand the cost of quality I bet he would.

You see, a bad experience doesn’t necessarily create an “ah ha” moment. To Mike, it’s too easy to blame misfortune or bad luck. Even though he’s to blame. How do we help him now and why wasn’t anyone helping the young man before?

Why Understanding the Value of Quality Matters to Me.

As a strategist, I can’t help but analyze these types of scenarios. It helps me improve our client’s approach while helping consumers actually satisfy their needs. This is something that’s always caught my attention. It’s allowed me to really put myself in the consumer’s shoes and make sure I’m asking the right questions when positioning a brand. I’ve struggled with this myself. As a business that provides a different element of quality, I have to be able to nurture and not sell. If I don’t, then I become susceptible to comparison. If I’m compared off price, I’ll lose. If I’m unable to define why quality costs more, I lose.

I have to understand who values quality first. Then I have to be able to understand why people don’t so I can help them avoid the same mistakes Joseph and Mike made (but from a marketing standpoint). I have to be able to explain why a PreFocus is worth every penny and why avoiding it can be costly. Not in a bashing way – but as an educational approach that feeds their ego. Pride stems from a belief that one’s opinion (or perspective) is better.

The only way I can get them to buy into quality solutions is explain what quality means. An article like this cold create a paradigm shift in itself. When business owners see the value, they feel like they’re making the decision themselves. They’re not being sold on ideas and concepts, they’re understanding the reasoning. When worth is visible, price is invisible.

Executing a strategy that converts for higher priced (quality) items is becoming more and more difficult in today’s digital world. Far too many low quality products and services are able to strategically persuade, “better.” Higher quality products and services need to do more than saying “we’re better than.”

How We’re helping Quality Businesses Overcome at PreFocus

In my opinion, the advertising element is the only thing that’s persuading “better” right now. People are being talked into the fact that cheap is enough. That it’ll satisfy their needs for now. That it’s a safe choice that delivers.. for now. While buyers remorse may plague society more today than ever before, it still hasn’t been enough to really get people to change their behaviors. It’s more likely that they continue to try similarly priced options to avoid paying more for what they need.

Whether their decision is based on need or want, their ability to purchase the item right then and there is extremely opportunistic for marketers. Hounding people (quantitatively) for their business just isn’t sustainable – but it’s what many low quality businesses are winning with right now. Whether consumers have the money or not, they’re always going to want to save as much cash as they can. Persuading with quality is a lot more difficult than persuading with price. The only way for high quality brands to overcome this is to change the market’s perception of quality. Helping consumers see through the pitch and understand the value of quality will eventually help them change their purchase behaviors. It’s really all you can do.

Be purposeful with everything you do guys.. and always remember to PreFocus.

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Advertising Analysis With Action Planning by PreFocus.

Aug 1, 2018 | blog, consulting, Content, strategy | 0 comments

Advertising Analysis With Action Planning

Over the past few months, I've been committed to promoting transparency. I realize others may copy the strategies I use - but, they'll never be able to mimic my passion, creativity and personalized service. With that being said, I wanted to share a recent analysis I did for one of my current PPC clients. I want to be able to show you how I piece campaigns together and why..
I’ve been working with this company since February on a lot of initiatives, but their main focus has been Adwords. Even though PPC in their industry is extremely competitive, they want to increase their adspend by $10,000 to $25,000 per month. This may seem like an easy decision (because it means more money for me). But, making more money isn’t necessarily my prerogative. It’s about helping my clients prioritize opportunistic channels while constantly improving current campaigns. There’s no reason to throw more money at something when there’s room for improvement. If you have a hard time following this analysis, send me an email and I’ll answer any questions you might have.

Increased Adspend Forecast

In order to avoid overpromising, here is my baseline projections for your ROAS (return on adspend):
  • $20k = 105 Conversions (about 4/day)
  • $25k = 131 Conversions (about 5/day)
The last few months, we’ve been talking about transparency during the sales cycle. This would definitely help me forecast more efficiently. For example, how many conversions are actually turning into clients? – and what are your margins for each? What are monthly margins?

Anticipated PPC Return

If you were to convert 50% of form submissions and make $500 (low) on every client, that’s a $26,250 (+6,250) return. With a $25k spend, it would be a $32,750 (+$7,750) return. This is a 1.3:1 ROI. For every thousand you spend, you’re guaranteed to make $300.

Analysis:

The ROAS is close because your industry is saturating the PPC market instead of playing the long game. CPA (cost per acquisition) has been consistently rising over the last 6 months because of this and some keywords are now well over $60. In my opinion, an increase in your paid advertising budget may not be a wise investment. Even though I anticipate improving the Adwords CPA, putting an additional $10k into evergreen methods will be more fruitful. Let me explain why..

One-Time, $10k Investment in SEO:

This is the main reason why we’ve been pushing for SEO. With PPC, we’re guessing the intent behind every search and don’t have an ability to get bad clicks back. There’s also no true way to determine if the “searchee” is a qualified candidate. Even when visitors are qualified, they’re comparing and contrasting other websites and pricing. Blogs allow you to nurture like we were talking about today – and it becomes an autopilot campaign that compliments a pay-per-click strategy.

Anticipated SEO Return:

Say you invest $10k on 4 blogs a month over the next 6 months and garner 250 emails and 100 leads.
At least 50% (125) of those 250 emails will be qualified customers at some point.
Using the same math as above, closing 50% of the SEO leads would drive a $25k profit ($15k margin) and almost a 3:1 ROI.
Imagine if that same investment drove you 200 leads over the course of the next year – $10k could turn into $50k ($40k margin) and a 5:1 ROI. and so on..

Suggested Marketing Action Plan:

If you do all of the work in one month and plan out the next 6, you’re left with an additional $50k that you’re still wanting to invest.
I recommend putting more money towards improving your on-site conversion rates. Revising some of the deficiencies of the website and improving your brand image will maximize your current clicks in Adwords.

Reasoning:

In July, we were right around a 7% conversion rate. In the last two weeks, we converted 68 of 975 clicks.
If we can get this closer to 20% (195), that would bring our CPA down around $65. Once we’ve executed this number, we can talk about scaling the campaign by adding $10k to the monthly budget. In addition to SEO, I think there are a lot of little things we can do to improve CPA – outside of bidding, tracking and writing compelling ads.

Additional PPC Improvements:

  1. Conditional forms (similar to what Bluesoft uses)
    • submission funnels that encourage people to continue filling out info by asking questions they can relate to.
  2. Short Youtube Videos
    • 10-15 second attention grabbing/pitch videos
    • 1 minute interviews answering legit questions
    • I’m confident in my ability to write and capture these videos by understanding the obvious wants/needs (and hidden wants/needs) of your target audience.
  3. Original company photos on landing pages.
    • You speak to consumers more when they feel like they can get to know the company before calling.
    • Stock photos or basic images don’t allow you to stand out from the standard pictures everyone else uses.
    • Capture photos that show landmarks (signage, building), branded props (letterheads, coffee mugs, pens) and actual employees/clients (meetings).
  4. Graphics Showing a Simplified process
    • Icons and branded graphics that explain your process with visuals and minimal text.
  5. Email subscriptions on Landing Pages
    • Offer deliverable (ebook, guide, free gift)
    • Position valuable information in exchange for email
      • Industry news, law changes, lawsuits, educational content, etc..
      • This would go hand in hand with the blog strategy.
    • This encourages interest if they don’t want to fill out a consultation form
  6. PPC Management increase for Retargeting
    • Youtube
    • Display ads

Other Opportunities:

  1. Hosting Workshops and Special Events
  2. Sponsoring relevant events for brand exposure
  3. Former Client Testimonial Strategy
    • Email Campaigns to solicit more reviews (Facebook, G+, Yelp, Angies, Trustpilot)
    • Free gifts for cell phone video testimonials (authentic and not a production)
  4. Contests on Social media
  5. About videos for stakeholders, managers, consultants, attorneys.
  6. Create pricing transparency page ($1995 vs $1200 example)

Conclusion to: My Advertising Analysis with Action Planning

As you can see, simply increasing a budget isn’t always the best option. It may improve your lead generation, but if you’re not continuously improving – you’ll eventually become stagnant. Competition is real and they’re always looking for a way to bring you down. So, stop “competing” with them to see who can spend the most money and start investing in your customer’s experience.

The better your first impression is, the more likely people are going to choose you. Just because they click and arrive doesn’t mean they’re going to buy in. Improving conversion rates by a few percentile can save you thousands of dollars every year. Don’t make the selfish decision and PreFocus this time around.. Thanks for dropping by!  -Jordan

Would You Like a Free Analysis?

I take pride in my ability to understand a business and it’s customers. In addition to sharing my time and perspective during consulting sessions, I avoid selling at all costs. I would rather you reach out to me down the road than try to talk you into buying into my mentality. At the end of the day, our PreFocus has to be cohesive. I have to know you’ve bought in before we can proceed.
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How to Write an About Page for Your Website Part 2

Feb 3, 2018 | blog, Branding, Content, strategy | 0 comments

How to Write an About Us Page for Your Website Pt 2.

Your about us page plays a crucial role in on-site conversion rates – especially in competitive market. Consumers want to find brands they can relate to, believe in and count on. Far too many companies overlook and even ignore the value of learning how to write an about us page. In order to communicate competency, you have to solidify that you're a credible option. So let's talk about the information that'll set you apart best.
Part 1Consulting

First and foremost, copywriting is about a vision. So make sure you’re able to formulate the story before you get ahead of yourself. Also, as we go down the list, don’t forget about your brand purpose. There’s no need to create clutter on your about us page. Stay focused on the actualities of the brand and the customers you serve. 

This will keep you from getting off track with a sales pitch. Most of your web pages may be conversion focused (with a CTA), but about page copy needs to be more informative and nurturing. The visitor perspective is all that matters.

What Exactly Are You Doing?

I want to kick things off right where I left off in blog 1.If your “why” is really hard to define, I urge you to reconsider your ambition. It’s going to be very difficult to scale with a supply and demand mentality. Besides, I believe in helping passionate people shine. Not glorified salesmen glorify themselves. Just because there’s a need, doesn’t mean you’ll succeed.

You have to be able to relay competence alongside the provision. In other words, zero in on what you do really well. What’s your bread and butter – than can be promised time and time again? Try not to reach too far and stay centered on unique traits and guarantees. Think about industry needs or the initial questions customers may have:

  • What are some ways you can identify with your audience?
  • What are you consistently executing and what do you want your reputation to be?
  • How are you enhancing the customer experience?
  • Is there a process or convenience that trumps the market?
  • Are there pain points that you’re committed to addressing?

Avoid selling statements in these instances and explain your value with substance. Be specific with your mission and where you’re aiming to be. Explain business processes, goals, culture and even achievements. Incorporate your reasoning and provide clarity on what the experience ought to look like. Anyone who knows how to write an about us page understands the importance of reiterating standards. There’s a big difference in telling visitors what you do and making a promise to deliver something. Don’t forget this. When you deliver on your promoted promise, customers will remain loyal.

Who Makes Up Your Company?

Although you’ve already highlighted the “why” behind your business, expanding on the characteristics of the people involved personalizes your ability to relate. Similar to the ways TV commercial use actors, this impacts perception. Get started by discussing the “why” of your major stakeholders and how it meshes with the brand’s.

Communicating the individual passion, experience and journey of everyone involved will increase brand credibility. Tell visitors why the culture is strong and show them how. When do you compliment each other and what does the past, present and future look like? Who’s in charge of what and why? Unique forms of transparency establish a memory.

Showcasing Internal Employees.

For the most part, a business is run by one person, or a short list of people. The main job of ownership is to formulate a team that can competently implement the vision and mission. So if you’ve got great people at the helm or in customer facing positions, why not introduce them? The more authentic you are, the more the local market will love ya!

This goes beyond marketing and learning how to write a website about us page. Are you ashamed or proud of the assembled team? Quality companies will have a sound hierarchy with a backup system that keeps employees informed and customers satisfied. Whether it’s the CEO, CFO, CMO, or members of management, talk about them! Sometimes, the least influential person makes for the best spotlight!

Invest Time in Your Introductions.

It’s not imperative that you list every employee; sometimes this can be cumbersome. However, service reps, operations staff, sales and business development deserve consideration. Expand on everyone’s professional experience, achievements, certifications as well as personal and relative skillsets. 

I personally enjoy going as far as capturing the personality, interests and values of people within the business. This may seem like a lot of work – but trust me it works! Personalization only draws the right customers (and employees) in. The buy-in is what speaks loudest. Potential customers feel a lot more comfortable when they know a little bit about everyone that’ll be involved in their experience.

Brand Cohesion is Important on an About Us Page

It’s a huge advantage when ideal customers identify with someone on your staff. In a professional, team environment, try not to let individual profiles distract visitors from the identity of the brand. A cohesive presentation that’s clean is ideal for most workplaces. Every profile needs to include standard design elements with a team-centric approach.

I highly recommend taking professional headshots or even capturing a video for your about page. Not everyone is interested in reading. The consumer’s ability to see people speak, in action or at work is highly effective. A few hundred bucks on a simple production or some action photos can go a long way.

How Are You Different?

Differentiating your value will take your about us page to another level. In reality, this is where you combine “what you do” and “who does what.” Aside from the competent people that make up your organization, you need to be able to explain the cohesiveness of the culture and how it benefits customers. But before you promote it, you have to develop it.

Once you’ve truly been able to establish a brand culture, you can start talking about the ways each team member fits – or how they enhance the culture you’ve created. Be transparent with your expectations for everyone under the company umbrella about your expectations. Showing your dedicated to upholding standards matters.

Leverage what you do best. Detail how the experience plays out and what roles are required to deliver quality. Most importantly, how are you creating a culture that everyone can be a part of? Moreover, how are you encouraging people to believe your culture is beneficial to them? This is called a self expressive needs analysis. 

Identify Brand Drivers When Writing An About Us Page.

If you’re a new-to-market product or service, this should be easy. But, if you’re already established, you’re going to have to convince people that you’re now fully committed to them. You can drive them towards trust with clear actualities.

  • What are the functional and economic benefits of your business?
  • What are the values of the company and it’s employees?
  • How are you training and implementing the aura of your brand?
  • How do you want to make customers and employees feel?
  • How do you want to make them appear to others?
  • What are the societal or environmental benefits of what you’re doing?
  • What types of partners do you value and how do you plan on working together?
  • You only have one shot at a first impression.

Your about us page can be your last chance to alter perception. Any ability to differentiate your value gives visitors a chance to see you as a superior option. Considering your impact on others, instead of your pockets, is the roadmap to customer loyalty. When you take the time to present yourself as a viable and genuine option, you’re offering a peace of mind. This makes it easier for consumers to pay more.

If you know how to write an about us page for your website, bounce rates also decrease. When trust is born, a visitor’s intuition of comfort kicks. In most cases, this causes them to stop sifting through alternative options and reviews. As a result conversion rates increase.

Where Do You Serve?

Before reading on, consider the way I worded this heading. The key phrase here is “serve.” Don’t just tell people where to find you. Explain how well you know the neighborhood(s) and let them know you’re happy to serve them within “X” parameters. The way you word your about us page matters.

Wouldn’t you want to know if certain terminology was deterring? It’s also important to be clear about your service areas. If a visitor has to waste time looking for more information or gets lost, the experience is already off to a bad start. You’ll probably have to work uphill to satisfy them.

Use the about us page to also discuss future logistics or company expansion plans. You may not be able to serve someone now, but it might be a goal of yours. Leaving a solid impression with a sound vision will cause them to continue checking in until you can. This works for any geographically based service companies. Think big and you’ll do well!

Writing an About Us Page Part 3 Preview

president-of-about-prefocus-jordan-trask-company-headshot-in-west-phoenix-for-pulsebandz-brand-ambassadorHopefully starting with your “why” helped you understand the customer buying cycle a little better. I’m passionate about helping my clients understand their customers. Before sending traffic to your site, knowing how to write an about us page is invaluable. Focus on your presentation and be yourself! 

Far too many web developers and marketers overlook the importance of on-page copy. No matter how many people visit your website, your ability to convert them matters. In the final article of this 3-part-series, I’ll talk about organizing everything and structuring the about us page. Be purposeful with everything you do and always remember to PreFocus!

Need Some Help Writing Your About Us Page?

I take pride in helping my clients understand the importance of insightful content and the presentation of their value. It all starts with their ability to communicate a genuine message and create a solid first impression. If you’d like to discuss ways you can position your brand better, your first consultation is free!

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How to Write a Website About Page Part 1

Feb 1, 2018 | blog, Content, strategy | 0 comments

How to Write a Website About Page Part 1

When it comes to website conversion rates, about pages play a significant role. Doing without is not wise. Consumers, especially in competitive markets, want to find brands that deliver on promises. Communicating credibility is a good start, but business insight cannot lack substance. Since anyone can create a business, it's important that your content helps differentiate your value in the marketplace. So, I thought I'd show you how to write a website about page that'll aid your ability to convert traffic.
Part 2Consulting

Understanding how to write a website about page is more than the copy itself. In other words, your presentation plays a big role in how your information is perceived. Before we start writing, we have to determine how we want to convey the brand itself. Answering the below questions and publishing them isn’t nearly as effective when value propositions aren’t tactfully positioned. Your first impression is important.

Without a clear and meaningful insight, you’re going to miss out on a big opportunity to persuade your visitors. With that said, in the first blog of this series, I’m going to touch on the areas most consumers value first. Once you have a clear understanding of how to communicate each element, I’ll explain how to organize your on-page copy. Let’s begin with your origin.

Defining the “Why You Are” Statement.

In today’s marketing spectrum, “why stories” are being discussed more frequently – and rightfully so. Setting yourself apart with purpose will speak volumes to your potential customers. At the same time, communicating a genuine story that’s relatable and trustworthy is where your focus needs to be.

Although it can be easy to discuss needs and market opportunities, people want to know you have a reason for “why you are.” No matter what else you include, this statement is the most important element of your about page. The problem with so many brand strategies is that statistics are often the only source of persuasion. But targeting opportunity is not enough to succeed. Your legitimate reasoning is what eventually establishes loyalty.

Quality About Pages Are a Difference Maker.

Companies that develop their branding know how to write a website about page. There will always be someone ready and willing to sprout out of the ground to take your idea and do it better. You can attack a competitor’s weakness or tell people why you’re worth their dollar – but these are simply sale’s tactics. 

The website, as a whole, needs to be seen as an experience. Your “why” is unique and it’s on you to tell the people what they ought to know, not just what you think they want to read. So, how can you formulate your “why” when writing an about page?

Ask Yourself Three Questions + Answer in Detail:

  • Why did you start doing what you’re doing? Did you experience something you felt the need to address? Do you know someone else that did? Was it a loved one, family member, friend or customer? Are there a number of people experiencing this that you want to help? How can you relate to their personal experience in different ways? Does the problem involve mismanagement or a lack of quality? Did you play a role in the dissatisfaction? Have you been harboring a skill due to fear?

There has to be some form of conflict that means something in order to legitimize your purpose. Which brings me to my next question..

  • Are you passionate about your why? This ties in your personal connection with the value. Why are you now committed to this? How and why are you fed up? In the past, what has been in the way of you taking action? Did you recently have an epiphany or paradigm shift about something? How can people feel you? Why should people believe in you?  What might hinder you down the road? What might you need help with to fulfill your vision? Any dip in passion will eventually become evident.

Be transparent and genuine when writing your about page. Remember, it’s your authentic story of origin. Take some time.

  • Why do you believe you’re competent enough to deliver? What does the et al experience of your brand bring to the table? Why does your experience bode well with what you’re set out to accomplish? If you’ve had this idea for a while, why now? What has happened that’s allowed you to step into the limelight with value? 

Any marketer or copywriter that isn’t able to break this stuff down for you really doesn’t know how to write a website about page. Even if they’re great at SEO, quality content will always enhance this small corner of your business. 

Why Not an About Page Example?

One of my current clients just launched his own physical therapy practice after 17 years in the industry. When writing his about page, he could have simply listed his credentials. But, we knew his “why” would resonate with patients. He was frustrated with the lack of personalized care and was passionate about creating a welcoming environment. He wanted patients to be treated as people and not just a number. He was transparent with his fear of failure, but was committed to his promise. We captured original imagery of his location and family so visitors could feel his sincerity. Last month, we hosted his grand opening and he’s already looking to scale.

My personal story with the owner also resonates. After unexpected shoulder surgery, and losing my job, Mark really helped me through a tough time. I was able to regain my strength and a friend. So helping him start his own company was a privileged and a lot of fun! Needless to say, it was pretty easy to help him write an about page. 


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Before Moving on From Your “Why”..

Each brand is different. Every “why story” has an experience tied to it. So, if you’re trying to figure out how to write a website about page, start with your definitive differentiation. When it comes to a company description, there are a number of things to consider. But I really want you to spend some time on this element of the page. Stew or sleep on it as long as you can.

The last thing I want to do is give you some sort of generic guide on about page copywriting. Doing so wouldn’t help you stand out at all. Templates and outlines are for basic marketers. Before paying someone to build your website, take the time to build your brand the right way (and right away). Everything becomes so much easier.

Have Writer’s Block? Reevaluate Your Vision.

If you’re unable to expand on your why, then I want you to really consider what you’re doing. Building a business off of an idea is one thing – creating a valuable experience is another. Go after your dreams for the right reason and not just for the green ones. It’ll never last.

Stay tuned for the next installment of this blog series! In part two, I’ll be discussing the what, who, how and where of your business. If you have any questions on your about page copy, just let me know! Be purposeful in everything you do and always remember to PreFocus!

Short + Detailed About Page Writing:

Need Help Writing About Page Content?

I take pride in a thorough discovery process that organizes every form of value that your brand has to offer. I’m not a standardized marketing platform that executes a specific number of monthly initiatives. At PreFocus, I help you refocus on your actual branding so everything you invest in makes sense – to you and your customers. Your first consultation is FREE!

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