How to Write an Engaging About Page for Your Website
Does your About page grab potential clients’ attention or does it leave them yawning? We’re sharing tips on tone, content and format for creating an engaging About page that will make people want to work with your agency today!
Tone
When a potential client reads your About page they should feel like they are meeting you face-to-face for the first time. You have the chance to make a good impression by adopting a conversational and human tone while still communicating what makes your services unique and superior. An easy way to do this is embrace the use of “I” and “we” rather than writing from a formal, third person perspective. Your tone should be authentic and relatable while remaining professional.
Content
What should you talk about? Focus on telling your story with simplicity rather than filling an About page with industry jargon or fluffy descriptions. People want to know where you came from, what you can do for them and why you are a credible choice. Show that you understand your potential client’s challenges and use examples of things you’ve done in the past to let them know you can solve their problems.
Finally, always include a call to action. What do you want them to do next? Your goal with your About page should be to motivate potential clients to contact you about your services. Place contact information visibly on the page. Include several ways to get in touch including a contact form, email, phone number and physical address.
Format
Your About page offers a glimpse into who you are as a company – your history, the principles by which you do business and the people who make up your team. It is your first chance to establish trust with a client by showing who the people behind the brand are. Don’t be afraid to move away from the traditional corporate About page format and get a little creative with what makes your company unique. Include images of your team that put a face to the name. We like what Brio Benefits has done to showcase their team by incorporating a corporate portrait and a funny, personable candid photo along with each employee bio. To view their About page, click here.
Think your About page needs a revamp? Contact us today and we’ll get you started!
New Website Launched for EBS
Here is our latest website redesign, just launched for EBS.
The new EBS website was recently launched with a single long-page design for a clean, modern feel that is easy to navigate. The site is mobile-responsive, clean and concise, and provides a one-stop resource for potential and current clients.
Visit the new EBS site at http://selectebs.com.
5 Ways to Optimize LinkedIn for Your Benefit Agency
Photo by Sebastiaan ter Burg
LinkedIn is fast proving to be the foremost social media site for B2B marketing. Employee benefit agencies that rely on cultivating relationships in order to market a product or service may find utilizing more fast-moving social platforms like Twitter or Instagram challenging, but LinkedIn provides a space for professionals to interact with one another, share original industry content and create brand awareness for their company that results in leads and network growth. We’ve put together a list of five simple ways you can start optimizing LinkedIn for your business today:
- Create a Personal Profile
Even if you don’t plan on doing much posting of your own on a personal profile, this step is imperative because right now LinkedIn requires that you have a personal account in order to make a company page. Your profile should contain a professional photo of yourself, your name, job title and ideally your work and educational experience as well as any relevant accomplishments or projects.
- Set Up a Company Page
Now that you’ve created your personal page, you are able to set up a page that specifically provides information about your company to LinkedIn users. This page should contain your company name, logo, a link to your website, and a short description of your business that includes relevant keywords that are specific to what you do. Keywords can be in the form of phrases such as “Maryland insurance broker” but should shy away from staying as vague as “insurance company.” This helps your page receive a higher ranking in search engine results. Finally, ask employees who have personal LinkedIn profiles to list your company in their work experience, helping ensure that you can be found easily when people search for your business.
- Share Quality Content
Sharing content ensures more opportunity for people to visit your company page and then hopefully website to follow up! Posts can be a mix of your original content and outside articles, videos or podcasts that are relevant to your industry. Recent studies show that the best time to post on LinkedIn is Tuesday through Thursday between 7-9am, noon and between 5-6pm. In addition, data revealed that posts made on Tuesday between 10-11am have the most clicks and shares. For best engagement results, companies should make it a priority to post on their LinkedIn page once a week, but no more than once a day.
- Join or Create a Group
LinkedIn Groups provide a place for professionals to connect with peers working in their field or with similar interests where they can share helpful content, reviews, ask questions, post job openings and make new connections. You are able to either search for groups to join or create your own group based on your topic of choice where you can invite people to become members. These groups are useful for connecting with prospects and establishing your company as an industry expert.
- Make Personal Connections
By utilizing not only your company page but also your personal profile, you can enrich your business’s success by connecting with prospects and clients. Start slow by inviting 3-5 people to connect with you per week. Follow up with a thank you message and a quick introduction when they accept your invitation. Did you write a blog for your company or on an industry topic? Post it to you profile. As you continue to share content, consider submitting it to LinkedIn Pulse’s editors to have your blog post featured. This translates to much more visibility for your company! Finally, don’t be afraid to engage with others. If you see content you like, write a comment or send a quick message to the author. Other LinkedIn members are interested in the same thing you are – building mutually beneficial relationships!
Generating brand awareness for your company on social media is becoming more and more important in our highly digitalized economy. LinkedIn offers the perfect space for your company using a B2B marketing model that is based largely on relationships to thrive and establish yourself as an industry expert while expanding your network of prospects and future business connections.
New Website Launched for 247 Telamed
Here is our latest website design, just launched for benefit technology vendor 247 Telamed.
The 247 Telamed website was recently launched with simple, clean design and embedded videos, contact forms, and admin portal login. The site is mobile-responsive, easy to navigate, clean and concise, providing a one-stop resource for potential and current clients.
Visit the new 247 Telamed site at http://247telamed.com.
3 Ways Social Media Helps Employee Benefits Firms
In the world of employee benefits, we know that relationships are key. Particularly for independent firms, a new client is more likely to be obtained through a game of golf with a current client who knows local business owners than by a YouTube video explaining an online enrollment process. However, companies that do this type of B2B marketing can highly benefit from a robust social media presence, and we’re here to tell you how with three simple points:
- Increase Relational Reach
Most professionals today have accounts on LinkedIn if not Facebook and Twitter. These three big social media channels offer a unique opportunity to nurture current business relationships and foster new ones. Becoming a part of industry groups on social media helps your business see who else is in your field with whom you could build partnerships or share services and keep up with what your current clients are doing both in business and in the community. With private messaging, industry groups and platforms for public sharing, it’s easy to make initial and continuing points of contact with both current and prospective clients. Don’t stop at just a business page – drive engagement by posting, sharing and connecting through your personal account and encourage your employees to do so as well – this adds an extra relational aspect to your brand which shows you personally care about your clients.
- Become Industry Experts
One of the biggest things social media can do for your brand is add credibility as an industry expert through the content you post, thus giving you more opportunity to develop relationships with a larger pool of people. Start by creating a blog post a few times a month that educates about a unique service you offer or explains an aspect of employee benefits that is often confusing to clients. The key is to offer content that is engaging, educational and gives value to the reader – this should not be a sales pitch – quality content will bring a reader back for more. Share this post on your company and personal LinkedIn, Facebook and Twitter accounts and encourage employees to do the same. Reply to comments and shares with a personal note of thanks or a follow up question to foster engagement!
- Offer Creative Content
We know it’s important to create original content, but what does that look like? Start with a blog. Write succinct posts about topics relevant to your industry, but don’t be afraid to think outside the box a little bit. We all know employee benefits topics can get boring, but what about doing a profile on an employee who has benefited from a client’s wellness program that your firm set up? People want to hear her story. As you get more comfortable, explore other mediums. Share photos from company workshops or community events where you were participants or make a short video explaining a commonly misunderstood aspect of employee benefits packages. And don’t worry – if you don’t know where to start with creating content, there are companies to which you can outsource that will help you find the perfect way to share your story as an employee benefits broker.
Social media is increasingly becoming a vital tool in how we do business in today’s economy. By understanding and implementing these three concepts about how to use social media in the employee benefits field, you can expand your relational reach, establish your business as an industry expert and offer diverse creative content that sets your brand apart and generates client loyalty.
We’re Going All In with Employee Navigator – here’s why you should too
For the 1st time in over 8 years eTekhnos has partnered with and offered benefit firms outsourcing services with an Online Enrollment solution. Over the years we consistently evaluated and worked closely with many platforms but stopped short of offering direct assistance with implementation and ongoing service. Why? The easy answer is because no solution seemed to fit the all-around needs of the benefit firms we work with – robust enough for most groups, affordable and boasting a short implementation process. Employee Navigator is the first platform that checks the boxes of what we have been looking for in a technology partner.
Employee Navigator is a solution that helps eTekhnos and the benefit firms with whom we work to compete with Zenefits and other similar platforms. It allows us to engage clients and prospects with technology for enrollment, HRIS and ACA tracking in one simple and cost effective option. In addition, eTekhnos has our own support contract with Employee Navigator so we can handle the burden of support calls and issues on our clients’ behalf.
The below Whiteboard video highlights the key features that inspired us to make this important business decision and partnership.
As always, when we support a technology solution we also provide firms with supporting marketing and client presentation materials:
- Product demos with clients and prospect
- Full group implementation
- Ongoing support and updates by our team
- Renewal edits and enrollment reporting
For more information on if Employee Navigator is right for you, connect with us today!
New Website Launched for HRPro/Benepro
Here is our latest website redesign, just launched for HRPro/Benepro.
The HRPro/Benepro website was recently launched with distinctive home page graphics a fun Meet The Team page with alternating professional/funny staff photos. The site is mobile-responsive, easy to navigate, clean and concise, providing a one-stop resource for potential and current clients.
Visit the new HRPro/Benepro site at http://www.hrbenepro.com.
New Website Launched for The LBL Group
Here is our latest website redesign, just launched for The LBL Group.
The LBL Group website was recently launched with distinctive home page images and single long page style for the subpages. We used an alternating subpage color scheme, stock icons as section dividers, and a bevy of employer and client resources. The site is mobile-responsive, easy to navigate, clean and concise, providing a one-stop resource for potential and current clients.
Visit the new LBL site at http://www.lblgroup.com.
New Website Launched for GIA
Here is our latest website redesign, just launched for Group Insurance Associates.
The Group Insurance Associates website was recently launched with unique animated videos custom-made for GIA embedded throughout the site. We also embedded an HR360 login widget, link to a custom EBC demo, and UBA news feed. The site is mobile-responsive, easy to navigate, clean and concise, providing a one-stop resource for potential and current clients.
Visit the new GIA site at http://gianow.com.
Why Is Social Media Important for Small Businesses?
If you’re one of the few small businesses that are not yet plugged into social media, you may be wondering what all the fuss is about. Do you really need to use it, or can you just get by with an optimized website and an e-newsletter? The short answer is yes, you need social media – at least you do if you want to reach customers and stay competitive. Here are just a few reasons why social media is so important for small businesses.
Your customers are already using it.
According to a 2011 report published by Nielson, Americans spend nearly a quarter of their online time on social networks and blogs. This means that chances are much of your target market is already using social media. If you want to reach clients and prospects, you need to be where they are – by using social media you’ll increase the odds that your marketing message will get through to a significant number of them.
It will give you a competitive advantage.
Even though you may not be using social media, your competitors probably are. If that’s the case, you’ll want to add it to your marketing strategy ASAP, or risk falling behind. And if your competitors haven’t yet ventured into social media, rejoice – you can get a leg up on them by taking advantage of this marketing channel before they do.
It will help you connect with your clients and prospects.
Most marketing channels are one-way in nature – a business sends out its marketing message, and the consumer receives it. With social media, you can actually have a conversation. Social media helps to create a community of fans and followers that see you as more than just a business entity. They’ll view you as someone they trust, and people buy from those they trust.
Social media isn’t just for the big boys – it’s a valuable marketing tool for small businesses, as well. It’s here to stay – at least for the foreseeable future – so take the leap and reap the many rewards it offers.
