January 15, 2020
Revise your company’s “About us” summary each year
It’s a new year and time to update your company’s boilerplates to better communicate your brand’s mission and accomplishments. Look at your company’s end-of-year reports from each department, such as sales, HR, and operations. Take time to comb through the numbers and pull figures that show what’s behind your brand.
What are the top metrics that are important to your company and industry? Perhaps they include new franchise owners, completed construction projects, and the number of software users on your platform. Highlight your company’s success on your website’s homepage by outlining the top three metrics to show the brand’s impact and success.
Include these five key pieces in your company or product boilerplates:
- Who you are
- Why you’re different
- What you offer
- Your value to consumers
- A call to action
Use easy to understand language and avoid industry jargon in the summaries. Clearly state what your company does and the products or services it offers. Keep it simple, almost as if you’re explaining it to an elementary student. What’s the end result and benefits the customer experiences using your brand? Do not mention competitors or other products in your summary; each sentence should highlight your company.
Most boilerplates include the following, “Visit <website URL> to learn more information.” This is a typical call to action that provides a quick action for the reader – and not much more. Why should readers visit your website? Help direct them to what you want them to do. We recommend helpful resources, like a calculator to estimate costs, a list of top awards, or premium content to capture visitors’ contact information for a download.
You can use the boilerplate descriptions on many channels, providing consistent company messaging. Update your company’s summary on:
- News releases
- Award entries
- Online directory listings
- Lead generation efforts
- Social media bios
- Google My Business profile
- Online review sites
- Company website’s About Us section
- LinkedIn profiles for top executives
Clients love Katie’s energy and enthusiasm. She works with local, regional, and national clients coordinating their PR campaigns. Katie has worked with Axia Public Relations since September 2015. Learn more about Katie.