As we look at traffic trends across the network of Energy Circle PRO sites, it’s clear that the most popular link on nearly every site is to the “About Us” page.
For us, this affirms what we’ve always believed, that among your website’s primary roles is to answer the immediate question that most visitors ask upon first visiting a business website: who are these people?
So what are the elements of a great, engaging About Us page that will answer that question while encouraging readers to further explore your site and keep you at the top of the list of good, trustworthy home performance and energy auditing companies in your region? While that largely depends on your brand position, your region and your market, we think that there are at least five winners, each of which you can spin your own way to make your page unique, personalized and effective:
1) Photos.
“Meet the team” photos are a no-brainer. They put a face to your company. (Even if that’s an ugly face, it’s better than nothing.) But you can look beyond personal staff photos, too: a great example here is the website for Jon Harrod's Ithaca, NY based home performance company Snug Planet, which features a picture of a dog right on the home page. As odd as this may seem, it’s quirky, it’s personal, it fits the Ithaca, New York market perfectly; and beyond that it resonates with potential customers whose primary motivations for home performance upgrades are family-oriented: health, safety, and comfort. The dog picture says, “we are a family-owned company, and we understand your priorities and your needs.”
2) Be personal.
Nothing speaks more powerfully than your own personal commitment to energy efficiency, whether your motivations are financial, environmental, or health or comfort-related. Your reasons for being in the business, and your personal approach or business philosophy, will resonate with customers who are looking for someone who understands their needs and concerns.
3) Share your business philosophy.
If you have a philosophy -- which could be towards customer service, or how you approach the business, or whether your business incorporates innovative charging methods or relies on a particularly compelling business model -- you want that to be front and center.
If you don’t, well, you probably do. Just take a look at how you run your business on a daily basis, infer, extrapolate, and share.
4) Show off your credentials.
This should be pretty straightforward, but it may be more important than you think. In a young industry ripe with opportunity for potential shysters, showcasing the fact that you are trained, accredited, and professional is fundamental. Particularly with an increasing number of local, state and national programs that require specific training -- e.g. Georgia’s new requirement that all new homes undergo blower-door testing by a third party individual certified by either BPI, RESNET, Home Performance with Energy Star, or who has undergone the state’s DET verifier training -- letting customers know what certifications and other credentials you hold is key.
5) Demonstrate your community commitment.
The energy efficiency contracting business is inherently local; though you may have plans to expand, your business is most likely centered in a pretty specific geographic location, and one that your customers call home. There’s no better way to demonstrate to your local community your expertise, your role as a thought leader, and your responsibility as a business owner than by highlighting your involvement in local community organizations.
Let us know if we missed anything; otherwise, get back to work.
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