The Perfect Recipe for a Lead-Generating About Us Page

Believe it or not, right up there in importance with your home page sits your “About Us” page.


It’s not important for search.

No one searches for “About Us” pages.

But when prospects actually land on your website, they place much of the trust in what you say in your “About Us” page.

Most SMBs see this page as a nuisance because it requires them to answer a brief questionnaire…or do some writing.

But go ahead and look at your analytics (or ask your SEO for yours) and see how frequently prospects visit this page versus others.

You’ll find your “About Us” page ranks right up there with your top pages – and it may even be your second most-visited page (just behind the frequent winner – your home page).

What Do You Need to Do on Your About Us Page to Drive Leads and Sales?

You can use this simple formula to create an irresistible “About Us” page that wins more customers:

  1. Start with a Headline that Arouses Curiosity

Curiosity is the number one emotion to appeal to so you gain interest.

Begin with a question. Start with a surprise statement. Create an interesting lead-in to a longer story.

Anything you can do except say “About Our Company” works good to start.

  1. Tell a Story that Discusses Why You Started Your Business

Stories engage. They’re unique. They’re filled with emotion.

That’s far more captivating than a boring company history and mission statement you read on practically every website.

Why did you get into the business you’re in?

If you honestly started it for the money, say that. But of course, your passions and interests changed along the way. Explain why and how that change happened. Discuss what keeps you ready and motivated today.

  1. Write in Conversational Language

Use simple words everyone understands and relates to. Because people can simply click a button to leave your website, you want reading your story to be as easy and painless as possible.

No need to write a dissertation here.

Write just like the way you talk to your clients or customers in person. You wouldn’t swear.

But you talk to them plain and simple so they understand exactly what you say – just like anyone else.

Keep that tone on throughout your page.

Many people suddenly think you have to sound stodgy, formal, and intelligent.

You don’t.

You’ll seem more intelligent and competent when you actually connect with your audience using simple language they understand – even if they are CEOs and PHDs.

  1. Spotlight Your Entire Team

Yes…it’s a good idea to include a pic and bio of your company founders.

But don’t forget your entire team of employees too – even if you have 50 or more.

Prospects like to connect a team to a face.

They do business with people – not websites.

So just take this little extra step to begin forming human connection.

It goes a long way towards driving more leads.

  1. Always End with a Call to Action

A “call-to-action” simply instructs your readers on what to do next.

Many more actually take action when you specifically tell them what you want them to do.

Show your customers your top products and services. Offer a free consultation.

If they’ve read this far, they think you’re pretty awesome.

…And you have a high chance of winning their business.

So don’t ignore your “About Us” page.

Give it some thought.

…Because your competitors could care less about theirs – which means this is a great opportunity for you to sneak right past them.

How to Drive More Clicks, Subscribes, Phone Calls, and Emails from Your Website

You’ve got a wonderful website. You rank well. And you do get some business.

…Ahh. You can relax. Finally! Your job is done.


Your website, just like any aspect of your business, is never finished. You should perpetually be testing, adding, and refining.

Google actually demands this – although not to the extent we’re talking about. Google wants your website to continue to grow and provide value. It wants websites with a years-long proven track record of giving visitors incredible value at the top of its rankings.

And as you improve that, you’ll certainly get more buying action because of the increased exposure.

However, once you get prospects on your website, you want as many of them to buy as possible. And that’s its own process too.

Use these simple techniques to get more clicks, subscribes, phone calls, and emails right away:

  1. Tell Emotional Stories Your Visitors Can Relate To

Experienced (and successful) marketers know emotional stories trump every other marketing technique in existence.

This Proctor & Gamble commercial for moms shows you an emotional story:

It’s been one of the most successful advertising campaigns ever because it strikes at the core of what it means to be a mom.

Show a mom this commercial. Ask what she thinks. She’ll love it.

So when you write on your website, describe emotions. Discuss the pain of the problems your customer experience…and the joy and benefits they get when you help them overcome.

…And don’t hold back. The more emotional, the better.

The human brain doesn’t remember boring facts and stats nearly as well as emotionally gut-wrenching stories.

Ironically, that’s a fact!

  1. Use Time-Limited Offers

Putting a time limit on a special offer always drives more buying action. That’s guaranteed.

The trick lies in how you structure the offer. You can never know for sure which offer will drive the most interest.

For example, let’s say you offer a service, like a HVAC system efficiency analysis.

You could try the following offers:

  • Only the next 5 customers who contact us get a free HVAC system efficiency analysis.
  • Get a free HVAC system efficiency analysis. Hurry! The offer ends in 24 hours at 3 PM sharp.
  • Just 3 hours to get your free HVAC system efficiency analysis. And we don’t know when we’ll have this offer again.

…Don’t say something vague like,”Good for a limited time only.” No one knows what that means. So, they think the offer may likely be available for weeks yet. As a result, they feel no need to act now. Then they forget and never act.

Using this persuasion technique gets those on-the-fence prospects off and turns them into paying customers.

You’ll have to test your offers to find out which one works best.

If you want more buying action, add those two techniques to your website.

They’ll work. Guaranteed.

The only question: to what extent?

How to Find Content Ideas Practically Guaranteed to Drive Traffic, Links, and Sales


If you’ve written your own blog for any length of time, you know how challenging it becomes to find more content ideas.

It’s even harder to be unique in your niche – one of the greatest ways to differentiate and gain attention.

Yet somehow, some companies seem to consistently find winning content ideas all the time. And they get the blog comments, social shares, search engine rankings, and customers you want.

So how do you find can’t-miss content ideas?

Here’s some strategies for doing just that:

  1. Spy on Your Competitors

The nice thing about the web is that all the information you need to succeed is publicly available. In some cases, someone else has already compiled and published it.

However, you can quickly and easily gather the data you need to succeed. Tools like Buzzsumo (a limited number of free searches) and Ahrefs (paid only) let you search by a keyword.

Then, they show you the most popular content for that keyword – along with some data. For example, you’ll get the social shares.

And since you know certain topics work well at their site, your audience will like them too.

You can also look at your own analytics data and see what’s worked well in the past. Then, you simply create similar content – but go down a slightly different road you haven’t explored before.

  1. Just Google Your content Topic

If you want to rank for a specific keyword, it really is just as simple as Googling the keyword and then creating your own content on that topic.

The fact that a content piece has become ranked highly in Google doesn’t necessarily mean it’s the most appealing angle on that topic. It does mean, however, that the particular topic got in front of enough eyes to generate enough traffic, social shares, and links such that it currently retains a high position in Google.

So truthfully, a large part of your content’s success depends not just on the angle you take on your content…but also on your ability to promote it. 

  1. Ask Your Audience

If you have any kind of active Facebook page, email list, blog – or any way of interacting with your customers (including in person), simply ask your audience what they want to know more about.

You can give them options. You can also just leave the question wide open and see what comes back.

You’ll hear the same things over and over. And those are some of your top content topics.

As you find your ideas, write them down. You should have no problem identifying more topics than you could ever write on.

3 Tips to Generate More Qualified Sales Leads from Your Website

Get all the leads you want from your website?

…Or would you like more?

Truth be told, no company’s website does a perfect job of driving new leads to their sales team.

Even if you have an excellent website, new techniques and creative approaches always come on the radar.

When it comes to websites, your work truly is never done.

But what could you do right now that would offer you a quick boost to the number and quality of customers you get from your website?

Try these three things:

  1. Go With New and Different Information

Why “new” and “different?” Because it attracts attention. That’s just the way human minds work.

After hearing and seeing the same thing for some time, your mind naturally becomes interested in something that stands out from all the rest.

This is quite easy to do.

You know some common myths and misunderstandings in your niche. So, talk about the truth in those regards.

Or, maybe a new trend is emerging. But, you have a good reason why people shouldn’t follow it.

Talk about this on key pages on your website, which would especially be your home page. Your blog would be a good place to discuss this too.

  1. Discuss Who You Can’t Help

You’ll notice that most small businesses want to talk about some vague notions of being “best-in-class” or “custom” or “leaders.” Your website visitors start snoring when they hear these terms because they read them all the time.

Do you get a certain type of customer who you’re not a good fit for?

Make it abundantly clear on your website that you can’t help them. For example, you might say,”If you need your project done in two weeks, we’re not a good fit for you.”

…And then you don’t have to waste your time finding out you have a customer who refuses to change their unreasonable timeline expectations.

  1. Answer Questions for Customers in All Stages of the Sales Cycle

You know the questions customers ask that indicate they’re just thinking about using your product or service. But, they’re not quite ready yet.

And then you know the questions they ask when they’re ready to buy.

Simply answer those questions on your website pages just like you would in person. That way, you accommodate everyone, regardless of where they’re at in the sales cycle.

You don’t have to spend time answering the same questions over and over. Your website does that for you. And then when people are ready, they call.

See how simple that is, and how much time you save?

Your Website Should Be Your Greatest Sales Person Ever 

It’s not easy to make your website do all the selling it should. Clearly, it would take a lot of work to create all the information you use to sell in-person and put it on your website.

But that should be your goal.

Because once up, your website sells to every person who visits, 24/7/365.

Why Your SEO Strategy Isn’t Working

It’s your worst nightmare as a small business owner.

You finish a long and arduous search for a SEO company you trust.

You shell out thousands of dollars per month for 6-12 months.

…And nothing.

In fact, you don’t even hear the sound of crickets. You’d love to because that at least means something happens.

But after all that time and money spent, you end up with no noticeable change in your business.

Now, many factors can cause this.

But for now, simply consider ones that affect your website:

  1. Choosing the Wrong Keywords

This happens. And it ruins your strategy from the start.

You choose keywords with the wrong searcher intent. Or you go after keywords with too high of competition.

To find the right keywords, you must first research them, analyze the competition, and then re-analyze your keywords.

You can’t expect a specific ranking for a certain search term after a specified period of time.

Not even the best SEOs can promise that.

But you should notice improved rankings, more traffic, and increased business after 12 months.

And this should come from at least some of your keywords.

  1. Not Enough Time and Attention Focused on Your Web Page’s Title and Meta Description

Yes, your title should include your keyword. But first, it should be written to grab attention.

It works just like the headline of your local newspaper used to work.


They had highly persuasive headlines featuring provocative stories. That gave people a reason to get the newspaper.

Well, searchers need a reason to click your search listing too. They don’t just want to see “HVAC Services Dallas, TX.”

They want to see what they’ll get from you. For example:

“HVAC Services in Dallas that Keep You Cool + Comfortable.”

People want to be cool and comfortable.

The same process should then follow for your META description, which is the 3-4 lines of text just below your search listing’s title.

Explain other benefits you offer, like a free quote, affordable repairs, long warranties, and then maybe a sentence explaining how you can do this to improve credibility.

Your title and META description should work as lethal marketing weapons, and not just some random text you need to rank.

  1. Irrelevant Internal Linking

Links from one of your web pages to another should absolutely be used. But, they shouldn’t be used with the intent of boosting your SEO.

Instead, adopt a mindset of making your website easier and more convenient to use by linking internally where it makes sense.

Think of what your users may want to have a link to on each page as you create it.

A couple links or so makes sense.

But, don’t go all-out and make each page on your website look like a Wikipedia page. Your website visitors will notice, realize you’re just doing this to boost your rankings, and then they’ll get annoyed and leave.

Focus on the user experience first with your internal links, and your rankings will follow.


The Single Most Overlooked Key Ingredient to Online Marketing Success


SEO. Backlinks. Social media. Content. Keywords.

They’re all necessary for online marketing success.

But one strategy’s superior even to these.

…And most small businesses don’t know what it is.

Those things all listed before?

They’re tactics.

Anyone can do them. Everyone does them.

They make a difference.

But imagine you found a real game-changer. One special thing that completely blows your competition out of the water.

And when you find it, you have no problem attracting more business. In fact, you have to figure out how you’ll manage it all.

Is this some hypey clever marketing tactic?

Absolutely not.

It’s 100% legit.

…So what is it?

Why Differentiation Makes All the…Well…Difference

It’s rare you find one business that offers a certain product or service. Today, you always have more options than you can count on one hand. And sometimes, more than you can count on all your hands and feet.

What makes customers choose your company over another?

Personal service?

Well, yes.

But other companies offer that too.

Lower prices?

Again, yes, but it’s tough to provide a high-quality product or service at low prices unless you’re a massive corporation. And even then, it’s difficult.

Let Me Tell You an Amazing (And 100% True) Story To Show You How This Works

“Our beer is 100% pure!” yelled and screamed nearly every American beer company in the 1900s.

The company that won the advertising war usually had the most dollars to front to keep their market position.

That’s one way to win.

But what if you’re a small business and don’t have massive spending power?

Schlitz, at the time, ranked somewhere between 8th and 15th in beer sales in America.

And here’s the thing: consumers then had no clue what “pure” meant. So, they only bought from the company whose name they could most easily recognize.

Poor Schlitz typically wasn’t that company.

So they hired advertising legend Claude Hopkins. They were desperate.

He wanted to know what “pure” really meant. So he asked Schlitz to give him a tour of their facilities.

He saw 4,000-foot deep wells dug to provide the purest and cleanest water available then. Schlitz showed him the 1,200 experiments it took to produce their beer’s flavor.

Blown away, he asked,”Why don’t you tell consumers you do this?”

“Because every beer company does it,” Schlitz replied.

Hopkins had to convince Schlitz to let him talk about their processes and how they yielded “pure” beer. He argued it would work because no other company approached marketing the same way.

Consumers would finally understand what “pure” meant and how pure their beer really was.

That resulted in ads like this:

Within six months, Schlitz became the top selling American beer.

Consumers understood what pure meant and why they should care.

They thought Schlitz was different than all the others!

How Can You Be Truly Different?

Yes, marketing and advertising really work. They should produce measurable sales results.

And differentiation is the easiest way to get results.

So, how can you be truly different in your niche?

Why should customers do business with you, and no one else?

Find a persuasive answer to that question, and you get all the business you want.