A story about a construction company. Writing a business plan: description of the company

On this topic, the author writes that after looking at more than 300 “about us” pages, he came to the conclusion: few people know how to make this page effective. Although this is perhaps the most important page, this is where they decide whether to continue communicating with you by phone or in person.

Common copywriter mistakes

• the text “about us” is written in the third person (about the mythical “them”, it turns out);
• widespread use of cliches a la “team of professionals”;
• boring long texts instead of videos, infographics, employee photos;
• boring short texts (a few sentences and contact information), unsuccessful or low-quality photographs of the team;
• arrogant texts and negativity about competitors (“are you still buying from these losers?”);
• the nuances of perception of web content are not taken into account (we read the materiel - Jakob Nielsen);
• “Yanking” and a pompous or, conversely, familiar tone (save “You” for personal letters);
• Ignoring text markup (readers “scan” your page and quickly highlight the fragments that they should read - for example, this list);
• ignoring - a good font is as readable as possible and will delight readers (and you will get a plus in your karma for this);
• small font (14 point size recommended), bright background color, animated banners (all this is very annoying for adult audiences).

Readers are looking for an answer to the question “how can you be useful to me?” on the “about the company” page, so there is no point in writing dry facts and figures - it is better to highlight the advantages compared to competitors. Coffee for check-in? Free shipping? Facebook fan discount? Recycled packaging? Do you donate part of your profits to a charity? Saving up for an office in Miami?

A good example is the email newsletter service Mailchimp. Already in the second paragraph they write:

But enough about us—let’s talk about you. Whether you own a business or manage email newsletters for clients, you need an email-marketing service that takes care of the complicated stuff so you can focus on your job.

By the way, special respect to them for the image. They chose a monkey as a corporate character. The site has replicas of the character and a lot of great (photo)graphic elements.

From the "about us" page of the English printing company MOO:

When we say "we love to print", we really mean it. In this section you"ll find out more about MOO and the work that goes on behind the scenes. From the paper to the packaging, the people and the press. Pull up a chair and make yourself at home.

Another example is the Kazakh company GOOD! , which offers services in the field of marketing and advertising, writes beautifully and succinctly:

And this is how the text about the Rutorika company begins:

Every part of the story is functional, informative and engaging. This is that rare case (I speak as a copywriter) when graphic execution wins over text. By the way, it is noteworthy that after the Our Story tab comes Your Lifestyle.

It is beneficial to make this page attractive - it is visited not only by potential clients, but also by applicants. It is a rare company that is not looking for valuable personnel for the future. In addition, partners, contractors and competitors watch it.

Online stores also need an “about us” page. Otherwise, you have to look at the copyright (year of creation) and look for reviews. But you can make the task easier by creating a good, selling page about the company and collecting a kind of FAQ (answers to frequently asked questions).

By the way, this is an excellent option to work with - even if there are any, you need to answer them and offer an alternative. A “faceless” business can be brought to life by showing who works in the office, who delivers the goods, and so on. Remember why the company is popular (yes, even if it’s a copy of Ben and Jerry’s).

Try to express the principles of work, the philosophy of business and you will immediately find like-minded people. The more extraordinary you do this, the more resonance you will cause (at the time to attract!). And the most important thing is to be able to briefly express the essence. What is needed is not a slogan (although that wouldn’t hurt either), but positioning. And you need to enter it in the description field (page meta tag), so that everyone will have a clear and light heart :)

Finally, let’s show how our “about us” page is designed:

The construction market has always been quite saturated and overflowing with offers, like transport during rush hour. And at the same time, there is a lot of money in this area. If you want to catch up with your competitors and stand in front of the column, an original selling text about a construction company will be the very shovel with which you can rake large checks of concluded contracts. A highlight or feature in your company’s advertising text is a ticket to the front row of high sales. I spent 2 months writing this longread to provide ideas and examples of original selling advertising texts on the topic of construction. There is a lot of reading to be done. But to the point!

The wall of mistrust between the customer and the contractor did not grow overnight. Speculative ordering of services through several subcontractors or experiencing the hell of repairs from non-professionals are quite common. But if you correctly compose a selling text about a construction company, he will gradually break through the wall of misunderstandings with orders for his company, methodically knocking the hammer of arguments from different angles.

Like the builder, like the house. And the first impression about the developer can be created by the advertising text for the construction company’s website. Just as one crooked window spoils the entire facade, so one incorrectly written sentence in an ad can completely kill the good impression of a landing page.

First, let’s look at the main channels of customer influx:

1. Word of mouth. A trouble-free and ancient channel for attracting customers without costs. After all, along with bad rumors, good ones also spread. A customer satisfied with your work will become an ideological agitator in his social circle. There is only one drawback - it takes time to develop a loyal clientele.
2. Construction company advertisingon message boards on the Internet. Avito and similar sites are a very good way to find a customer. But to make the ad easier to find in searches, it is extremely important that the text about the construction company contains important keywords without losing readability.
3. Leaflets, booklets and outdoor advertising. This type of advertising is best used where the construction routes of potential customers pass - in real estate agencies, in building materials stores, in places where entrepreneurs are registered and premises are rented out. Posting notices, advertising on cars or distributing leaflets - advertising text on the topic of construction must convince.
4. Personal site. A blog or landing page is the best and most effective type of construction advertising, in my opinion. Most contractors don’t bother creating their own website and writing texts about construction on it. Advertisements in a newspaper or on a bulletin board on the Internet, posting paper advertisements, spam in mailboxes at entrances and word of mouth are all methods of construction advertising. Therefore, opening your representative office on the Internet means turning from a slow snail into a fast cheetah in the pursuit of profitable orders. This is an excellent tool to show seriousness of intentions when sending commercial proposals for cooperation to a construction company and demonstrate the results of your work to future clients.
5. Social network. Running a VKontakte group on a construction topic is a very troublesome task, even more troublesome than a website. But, with a competent approach to promotion and content, the SMM game is worth the candle.
6. contextual advertising. You need your own website or group. The main advantage is accuracy. You can select cities, time, key queries, age and many other parameters. The disadvantage is that the price is too high for superficial setup. The best advertising option for a starting construction company.
7. Repair diary. When constructing or renovating a building, regularly record significant moments on camera, sharing comments and tricks. In addition to builders, the repair and construction video blog can also be watched by potential customers, one of whom will one day become your client. Instead of a video blog, there can be a regular blog with photographs, which will be an excellent addition to a site or group.
8. Mailing list. Also an effective form of advertising. Distribution of letters about construction both electronically and in paper form. In the first case, we are talking about drawing up a commercial proposal for a construction company on long-term cooperation, in the second - regular spam in the mailboxes of ordinary citizens. In both cases, the system works - after all, at least one in a hundred still needs European fences, windows or finishing work.
9. Calling. Cold and warm calling are more suitable for advertising a building materials store, but can also be used by construction companies. All you need is a motivated sales manager, templates for cooperation proposal letters and a sensible sales script.
10. Industry exhibitions. This is an excellent opportunity for management of building materials stores and construction firms to find LARGE orders. The main helpers here are knowledge of materiel and a well-spoken language. But a well-written text of an advertising brochure about a construction company will also serve its purpose in attracting additional clientele.
11. Advertising in print media. Placing an ad in a newspaper or magazine is a great opportunity to attract customers who prefer paper to the Internet.
12. Advertising on radio or television. Ideal for advertising building materials stores and large new buildings.

In marketing there is such a thing as an “elevator story.” A subordinate accidentally meets the Big Boss himself in the elevator, and he has 20-30 seconds to convey the meaning of the presentation. His entire future career may depend on the success of this presentation. Selling texts for the site should also attract attention from the first seconds and be concise, informative and understandable.

Text about a construction company: sample advertisement for a developer’s website

We offer to buy an apartment in a new building in Moscow in a residential complex on the street. Ozernaya, 1ya. The Zapadny residential complex has already been commissioned by Mosinvest LLC and is waiting for its residents. Don't wait 2 years for construction to be completed - move in tomorrow.

We have been building since 1999 and have already commissioned 19 residential complexes in Moscow and the Moscow region.

Advantages of the Zapadny residential complex:

+ Closed and equipped yard, concierge service, security and video surveillance,

+ Monolithic frame houses with underground parking for 400 cars,

+ Green area,

+ “French panoramic windows”,

+ Horizontal distribution with apartment-by-apartment heat metering,

+ Possibility of ordering fine finishing with individual design and choice of materials,

+ Possibility of drawing up your own layout, subject to the construction of a house,

+ Wide selection of mortgage programs, installment plans, loans,

+ Supply and exhaust forced ventilation,

+ Free and pleasantly decorated waiting areas.

Call number 000000 000 or write to mail@site.ruto find out more details. Get a current selection of available apartments with prices now.

Example text of an advertisement for a building materials database on the radio (20 seconds)

(A cheerful march sounds) “Baza Stroiki” always helps us

It carries a wholesale price

Who walks through life with “Baza Stroiki”

He will never disappear anywhere

"Baza Stroiki" - a huge range of building materials and wholesale prices. Ryazan, st. Ivanova, 59

Sample radio repair advertisement text (20 seconds)

(The presenter tells a fairy tale) Knock-knock... Who lives in the house? This is us, the masters!

We glaze balconies and loggias,

We install plastic windows in 10 days,

When ordering 3 products we give discounts,

We also fix and repair everything in the house.

Windows and repairs are just a fairy tale. Saratov, st. Panfilova, 4-g. Tel 040404040

Example of a hardware store advertisement on the radio (30 seconds)

(Motif from “The Beautiful Marquise”)

(Women's party) Oh dear, it's time for us to do some repairs,

We urgently need to go to the store,

(Male part) In which I know, “Repair and decoration”,

He is the only one in Stupino.

(Recitative) The team there is like a family,

Everything from A to Z is on sale

And there is no problem in making a choice,

The sellers there will help everyone,

They give good advice,

Everything will be picked up in 5 minutes,

Products available in warehouses,

100 steps from the store,

And if not right now,

Then they will bring everything to order,

Just one call

Everything you need will be delivered on time

The goods are just rubbish,

Each one has a certificate

The entire volume will be calculated here,

The excess will be taken back,

Buy for 10 thousand

Deliver home for free,

So we already have repairs in our pocket,

And okay, everything is fine.

Shop"RiO" - repair and finishing. Think about us when it comes to renovations. Come. Voronezh, Dubki microdistrict, Kalinina 2.

An example of a construction company advertising on the radio for metal frames

(Foreman, calmly and measuredly) Whatever! Home, store or office...

(Passerby) How much longer?

(Foreman) No more than a week.

(Passerby) Wow, how is that possible? Expensive, perhaps?

(Foreman) Not at all. The profile is like this – warm, light, even. It’s easy to assemble, and you save money on everything. Fire resistant, durable plus with a roof and foundation simpler.

(Announcer) Metal frame made of thermoprofile. An easy solution for your construction. Phone 500-213 again 500-213

The most effective advertising text for construction work

The most effective advertising text about construction is needed to convey to the buyer the necessary information that will help him make the only right decision about cooperation. If you plan to work for the long term, then the information in the presentation text should be “showed face to face” and at the same time truthful. Any falsification, which makes the blood in your veins stand on end and your legs clench into fists, can forever undermine the barely established credit of trust.

There is no need for loud statements and general words to flood the consciousness of the reader like a spring flood. If a person doesn’t see the specifics, he will simply go to the competitor’s website without looking back. For a male audience, harsh logical arguments are needed, while for a female audience, compelling emotional triggers are needed.

Whoever owns information owns the world. What information do you need to collect before writing sales texts about a construction company?

1. Monitor market demand. To make an effective presentation for a construction company, you need to understand the fears and desires of the target audience. After all, an apartment, house or cottage is usually built once for a lifetime, so people approach construction very carefully. You need to understand what objections potential buyers may have and competently handle them in the text of an ad or landing page for construction topics.
2. Research competitors. You need to look at what ad texts they write and what they promise. The goal is clear - to do everything differently. Differ. It pays to be different. You don’t need to be the best – you need to take new sales milestones with your individuality. A person is not interested in the best house - it is an advertising cliche and a vague concept. He is interested in the warmest house, a durable house, a beautiful house, an inexpensive house.
3. Find detuning factors– offer in the ad something that competitors do not have. Or what he didn’t have time (didn’t think of) to offer in the text of industrial, civil or landscape construction.

What does a sales text about a construction company consist of?

1. Heading. From it, a person should immediately understand what is being offered to him. In a few words you need to convey the meaning of the service and the benefits that he will receive from this particular contractor. A simple and at the same time very difficult task. It is written when the entire text of the construction company’s advertisement has already been written.
2. Lead. A short and succinct introduction that reveals the problem of the target audience. Its main goal is to interest the client so that he gets acquainted with the offer.
3. Offer. Clear and concise presentation of your services. The most effective advertising text about a construction company does not have to be creative - it is required, first of all, to be UNDERSTANDING. So that it offers only what the target audience (TA) really needs.
4. Objection processing. In this part, the selling text about the construction company describes the advantages, differences from competitors, and also addresses the fears and doubts of potential customers. More on this below.
5. Call to action. That is why this very text for a construction site was written. In order for the customer to write or call, he must be asked to get in touch.

Selling text about a construction company: handling objections when writing

• Drunkenness and unsanitary conditions at the site. We punish workers for the slightest smell of fumes and remove garbage at the end of each shift.
• Construction takes 8 months instead of 4. We meet deadlines thanks to the skillful coordination of our actions. We divide the work into stages and write down each stage in the estimate. We distribute work between teams so that they do not interfere with each other.
• "Quality" of work. We report to the customer every day and discuss all the nuances with him. We make regular photo reports that document the work process.
• Kidalovo. To be mutually safe, we conclude an agreement in our office. You can also find the license number here. You can verify the quality of our work by viewing our previous projects and talking with satisfied customers.
• Purchase of building materials. We buy building materials only from trusted outlets and show the customer a receipt. If the customer chooses building materials according to his taste, we go with him and advise.
• Budgeting. Very often, many teams overlook moments that will emerge later. We take into account all additional and non-obvious costs for the customer in the estimate. The maximum cost overrun is 5%!

The above text is best written in the “About Us” or “About the Company” section if the construction company’s website is planned to be multi-page.

Key phrases in the text for promoting a construction company in search (I’m telling you a secret)

Insert keywords into the text to attract organic traffic from search without spending – copywriters often forget about this point. Or they spam the keys, making the material unreadable. I have already described this moment, but I will briefly duplicate the information again because of the importance of the moment.

In order for an article on the topic of construction to more vigorously reach the TOP of search results, it is better to tailor each text to one main query, and enter the “loop” of this query into it. This is called LSI copywriting, which grew out of SEO copywriting. To make it clearer, let's look at this using a live example.

Along with the key “construction of houses in Voronezh”, people additionally enter into the search engine such words as “turnkey”, “prices”, “projects”, “plots”, “buy a plot”, “frame houses”, “wooden houses”, “residential”, “permission”, “from SIP panels”, “inexpensive”, “from foam blocks”, “apartment”, “buy land”, “dacha”, “reviews”, “from laminated veneer lumber”, “construction companies ", "private", "multi-storey", "photo", "region", "credit".

Choose the one that suits your common sense and write an original article. This means that if a person enters “construction company of houses made from SIP panels Voronezh” in the search bar, then he is likely to see your article.

On the right side of the service you can see related keywords, for which you can also write effective text yourself or order an article on a construction topic from a copywriter. The numbers on the right side indirectly indicate the relevance of the topic.

house turnkey construction 71 566

turnkey house Voronezh 3,048

house ready project 14 455

cottage village Voronezh 3 501

house project construction 44 613

house timber voronezh 1 515

aerated concrete house project 17 815

private house construction 31,759

foam block house project 29 480

house turnkey construction price 36,988

turnkey house project 95 564

turnkey foam block house 19 842

construction house aerated concrete 10 405

frame house Voronezh 905

build a house Voronezh 823

brick house 123 048

beam house key 79 712

Depending on the specific situation, you can add keywords such as “apartment renovation”, “interior design”, “turnkey bathhouse”, “excavation work”, “finishing work” and others.

An even better option for selecting keywords is keyword databases like “Bukvariks”, which are downloaded to your computer. But only a serious copywriter (here the author modestly points the finger at himself) will agree to spend 170 GB of hard drive space in order to improve the quality of articles on construction topics. And not only.

It is these trails that carry the best quality traffic, because only a person truly interested in the service will enter such long and complex queries into the search bar. I cannot describe all the nuances within the framework of this article, but this is enough for thoughtful use. Use this cheat code today before it becomes a trend!

Order text for a construction company website from a copywriter

If you are a manager in the construction industry and want to increase the company’s income, then the best choice would be to order text for the construction company’s website. Note that for repairs and finishing the average bill is from 40 to 400,000 rubles. and more. The very first order received thanks to an effective sales text on construction topics will immediately recoup all investments.

The caravan moves at the speed of the slowest camel. Make sure that the text encourages and does not slow down the development of your construction business.

The main thing is don’t lie, don’t hide or mislead. Don't promise what you can't deliver, otherwise you'll lose the client and everyone he knows. If you fulfill and exceed your promises, good word of mouth is guaranteed. As well as orders for years in advance to bring architectural solutions to life.

An article about a construction company should not dangle in a vacuum, like a float in an ice hole, but should be tightly tied to the problems and expenses of a potential customer. The more information and less water there is in the article, the fewer combat losses there will be on the front of successful sales.

The more you delay, the more potential customers go to your competitors. If you want to stay on top, you should order an original selling text about a construction company right now.

I wish you all a lot of luck and a dacha by the sea!

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If you want to attract visitors' attention to your company, an “About Us” link in the header is clearly not enough. Research has shown that landing pages that answer users' basic questions are more trusted and explored in greater depth, and having your information on the home page can have a major impact on sales.

Start telling a story about yourself as soon as the visitor lands on your resource - for example, list a few of the most attractive facts. However, you should not spend the entire page telling how many years you have been on the market: this is unlikely to interest anyone. Today we will teach you how to introduce yourself through examples of correct and incorrect design of the “About the Company” page.

Be honest

If you're familiar with current usability and design trends, you know that forcing visitors to take unnecessary steps to find essential information is bad form. Maximum expressiveness, clarity and openness should be your best friends.

Can:

The “About Us” section of the AbbVie website gives a clear picture of the company’s activities: thanks to its design in the form of abstracts, concise paragraphs and interesting facts, visitors have the opportunity to study the information they are interested in without unnecessary stress.

It is also noteworthy to avoid high-flown marketing words and expressions like “revolutionary”, “leader”, etc. Try to be closer to customers, and not look down on them - the days when this worked are long gone.

It is forbidden:

The very low density of content on the “About Abbott” section page does not motivate you to learn more about the company. This design acts as a wall on visitors, preventing them from wanting to get to know you better.

People looking for information about you place great importance on the trust factor. They want to figure out whether they like you or not. Don’t be afraid to be frank: someone who trusts you makes contact much easier. And that's exactly what you need.

Presentation style

However, the style of your text is equally important.

Can:

On the Chipotle website, the “Our Company” page is dedicated to the history of the brand and its key features. Due to the easy, understandable writing style, the text arouses interest in the company and its products.

It is forbidden:

Looking at this page, can you guess what CSC does? Although a thematic presentation of information is almost always better than boring text, an “About Us” section without any introduction looks rather unfriendly.

The way material is presented has a big impact on perception. When users visit your site, they usually already have a list of questions in mind that you should be able to answer. Websites that are unclear and opaque make visitors suspicious, and if they include bloggers or philanthropists, poor design can be detrimental to your business.

Ease of perception

Help people enjoy exploring your company with intuitive design.

Can:

The layout of the GSK website's 'What We Do' page is easy to read, and the section itself contains minimal details about each aspect of the business, allowing users to quickly gain an overview of the company.

It is forbidden:

The result is a halo effect ( Halo Effect) in action: people jump to conclusions based on a limited amount of information and extend their first impression (often wrong) to subsequent relationships. Make a positive impression right away, rather than hiding your face behind seven seals.

The face of the company

Can:

Citrix leaves a good impression of itself through photographs of its employees. Agree, it’s nice to see who exactly you are going to communicate with. Pay attention to the order of photographs, which are arranged not according to the importance of the person, but in accordance with compositional requirements: for example, David Henschal and David Friedman are not located next to each other, but so as not to confuse the visitor.

The owner of the company must be able to effectively present his business. Next, we’ll look at how to learn how to do this correctly so that investors are interested in you.

Negotiations with an investor are much easier when he clearly understands what your company does. As the creator of your own business, you will need to talk about it almost daily. To make a story effective, you need to be able to present a clear and concise presentation.

Let's look at 7 questions, answering which correctly will guarantee that you will be able to effectively represent your company :

1. What do you do?

Name the company and tell us about its activities. For example: “Socialcam is an application for mobile platforms that makes it easy to create videos and share them with users.” There is no need to consider the problem, start from the very essence.

Many people make great efforts to convince others of the exclusivity of the idea. The best option, and even preferable, is when it is simple. There is no need for clever phrases, etc., you must convey the essence in words that everyone can understand.

It is necessary to carry out the correct adaptation of the material. An investor shouldn't have a hard time understanding your idea.

If there are problems with a simple product description, telling the user's actions can be effective. For example: “Hello, we present Google.” We intend to create a site with a compact window. Users will enter any questions there, and we will offer them resources with suitable answers.”

The correctness and effectiveness of this option is much higher than, say, this: “Hello, we represent Google.” We analyze and collect information from the whole world into a database through network indexing.” Will the investor really understand everything? You'll probably lose it.

The key task is to develop in the investor not a thorough understanding of the intricacies of the product, but an interest in it, a desire to continue communication, to learn more about your product.

1. What are the market volumes?

There are two methods for estimating market size. By entering an existing industry (for example, loans for small businesses), you have the opportunity to analyze it. When creating a new product or an entire area (for example, “Slcak”), it is possible to estimate the number of customers who are likely to be interested in your product, and perhaps they will pay for it.

For example, the Bellabeat company produces women's fitness trackers. There are N women aged 14-45 living in the USA. The fitness tracker can last 2 years. Accordingly, the possibility of increasing market volumes is limited by the value of M gadgets.

There are two ways to estimate the size of the market and your likely share of it: top-down and bottom-up. The first involves determining the entire volume of the market and analyzing the likely share of it (how much you can cover). The bottom-up method requires an analysis of where similar products are sold, what sales volumes and what % of this volume you can provide. It is recommended to use the bottom-up method, since it eliminates the main disadvantage of the top-down method – the lack of specification of the client. According to the example described above, the problem may be the inclusion of all women in the market, regardless of age, nationality or other criteria.

1. What is the pace of your work?

It is very important for an investor to understand how quickly you complete your work. How much work was done in the allotted time period?

The investor wants to be inspired by your achievements, to see how much work you have done during the creation of the product. This rule applies to all companies (both the youngest and those that have been operating for more than one decade).

Many investors primarily evaluate product development and customers, and all other actions - fundraising, activities focused on business development - fade into the background.

1. What is the essence of your unique approach?

There is some similarity to the question “What problem does your product solve?”, however, the requirements are higher. An investor needs to understand what your knowledge is in the field of a given problem, how it differs from the knowledge of others. Such knowledge, as a rule, comes after long and deep communication with the client audience and a thorough analysis of existing products. Sometimes they are based on personal experience.

For example: mail from Google. The uniqueness lies in the positioning of the product as a personal database for documentation and communication. Is the user deleting something from their own database? Gmail has provided enough free space that there is no need to delete data collected during communication at all. The originality is not that people have email. She was there long before that. Uniqueness does not come from higher quality. Exclusivity lies in the specificity of character and simplicity of language.

Often investors can gain more insight by understanding the uniqueness of a startup's approach rather than by describing the company's work.

There is an important nuance here - there is no benefit from enthusiasm. If you have a bad approach, then, despite the assertiveness of your presentation, you will fail, your position will only worsen. For example: “Dude, yes, I’m 100% sure that regular email today, oh, how poorly it works.”

1. What is your company's business model?

Startups are conventionally divided into 2 categories: those who know how to make money in the future, and those who don’t. Accordingly, businessmen from the second group begin to earn money either from advertising when they reach a sufficiently large size, or by copying a common business model in the relevant industry. Few companies in the second group create their own business models, the essence of which lies in the product itself (how the market will change after its introduction). An excellent example of such a situation is “Freemium”, distributed on a shareware basis.

Apply a simple and understandable business model to your company. If advertising brings income, you should tell the investor so, because he will understand it without you.

1. Who does your team consist of?

Investors are interested in some aspects of your company's life. How many people founded it? Is the technical founder present? How long have these people known each other? Do any of them work full time? How is the company's capital divided between the founders (preferably in approximately equal shares)?

If there are certain qualities related to the project under discussion, it is worth informing the investor about them. For example: you decided to establish a rocket manufacturing company, and in the past you worked with rockets at the SpaceX company. It is very good to have experience in rational problem solving if you intend to work in a fairly complex or regulated area.

There is no need to talk about school achievements and grades in the certificate, or about work experience at Google.

1. What do you want?

If you want an investor to provide financing, ask. Ask questions if you have them, don’t be shy. But, be reasonable: “What do you think?” - there is no need to ask this, “Is my idea good?” - the same.

Help the investor help you! He wants it.

Work through the questions

If you were able to answer the questions above, try to formulate your answers as clearly as possible. It is necessary to get rid of jargon, acronyms, slang of advertisers and marketers, all ambiguous concepts, among which, for example, “platform”. Make the answers even simpler than you think necessary.

There is a good technique to achieve this. Try to describe the work of your startup in a couple of sentences. Send this text to any smart friend by e-mail. Let him give his own explanation of what was written. If specific questions come as a result, the presentation needs to be reworked. Use e-mail, this eliminates the explanations that are present in the case of direct communication.

Learn to give easy, simple and understandable answers, and describe the main essence in a couple of sentences. This skill will allow you to easily create good presentation materials.

You shouldn't put any "coolness" into your answers while editing them. Observe 2 key requirements - clarity and understandability. There is no need to show aggression, intrusiveness and similar qualities.

Conclusion

Most investors are more interested in progress than brilliant ideas. A lot of great ideas don't initially seem like they are when they're first considered. Accordingly, you must be able to demonstrate development, constant progress in your activities, your intelligence, assessed by the answers to the questions discussed above. These skills will become a really important signal for the investor, and, naturally, a positive factor for you. If an investor can understand what you do, you have a good chance of success.

You: We have been on the market since 1991.

Them: We don't care.

You: You have good development dynamics and a young, friendly team.

They: So the employees don’t have enough experience...What does good development dynamics mean?

You: Experienced specialists with 20 years of experience!

Them: Enough of this crap. Show me what you have done and how you will be useful to me. Give specifics.

They are site visitors, potential clients or partners who want to learn about your company and the benefits of working with you. They also doubt your competence and reliability, which is why they opened the “About the Company” page.

How to write text on the “About Company” page to convince the visitor that your company helps solve the problems that concern him now? To do this in the midst of angry customers who have gone crazy from advertising and “good deals”?

The problem is that you have everything like everyone else:

• low prices;
• reliable equipment;
• modern technologies;
• specialists are professionals in their field who have zero customer focus.

If you don’t know how to write text about a company for a website and need examples, then this article is for you.

Teleport by article:

We are the first on the market! We have the best production technologies, an individual approach and German quality equipment.

Text “About the company”, what should be there?

Praising your company is a bad idea. To write honestly: company “N” was created to earn a lot of money - this also somehow doesn’t catch on.

People are selfish. What does a website visitor think about? About Me! What is he most afraid of? That he will be scammed for money. For example: instead of a bathhouse, they will build a “hut” where the temperature does not rise above 80 degrees, the corners are damp, the door is swollen from moisture, and the closest relative of penicillin lives in the sink.

How to reassure a visitor? A professional team, a guarantee for all types of work (no deadlines), the shortest possible deadlines (no specifics) or 12 years of experience in the market? Does this calm you down? I'm not here.

If you are not Apple, Gazprom or Coca-Cola, then you need to tell something about the company.

What should be on the “About the Company” page:

1. What the company does and how it can help.
2. Who contacts the company?
3. Why can you help, but Vaska (my neighbor) cannot, and how does your help differ from Vasya’s help? How are you better than your competitors?
4. Have you already helped someone? Prove with examples of your work. Show problems that you have already solved.
5. Why do you write that only Russian construction teams work for you? Show me the people who will be responsible for the result, preferably in person.
6. Why are you talking about a cool office, can’t you just show a photo.
7. Who do you work with and who recommends you.

The truth is that the client does not need your company. And he doesn’t need Vaska either. He needs to:

• the wallpaper in the room was glued evenly;
• The timing belt was replaced at the chosen time and with a 6-month warranty;
• The bathhouse was built in 3 months so that in winter we could show off our friends with a broom.

The client needs a solution to his problems and this is where the fun begins.

Typical client. I do not want to decide anything. I don't want to think about anything. Copywriter, don't rape my brain! I just want to not worry.

Example of a text about a company – techniques that increase trust

Specificity, trust and evidence - this waits for a potential client when he is interested in your services. But something is scratching at my soul. And so he goes to the “About the Company” page. He goes looking for answers.

When even the cat doesn't trust you

The company page was created for doubtful customers. She is the last chance to convince a person that you are not a camel.

Let's find a few examples of “About the company” texts, highlight interesting points and analyze unsuccessful examples so as not to wave our hands in pitch darkness.

General tips:

• talk about the client’s problems and their solutions;
• be specific;
• differentiate yourself from your competitors;
• prove your words with facts;
• demonstrate the results of your work (photos, videos, recommendations);
• handle customer questions;
• draw a portrait of a potential client;
• make an unexpected offer;
• use the authority of the CEO;
• show your best case;
• offer something for free.

I can write a list of 50 points. But it won't do any good. These tips are empty. Only examples of texts about the company can help.

Example of text about company No. 1

I love construction organizations. There is so much you can write here. But they write all sorts of nonsense ( click on the image, opens in a new tab)

Example text “About the company” (kachestvo53.ru)

Not only is it difficult to extract useful information from the text, but it is also difficult to read. The volume is large, but it is not clear what it is needed for?

The company's website is interesting. You can look at a 3D model of the house. I wish I could add 3D models of already built houses to the card. In the gallery of completed works, everything is piled up, but this is already bad.

What could be the text about the company? For example:

Company "GK" affordable quality» builds houses, cottages, bathhouses and equips the local area. People contact us to order a turnkey project for a project or to save on it by choosing a ready-made option with original modifications. We build from wood, brick, aerated concrete in the Nizhny Novgorod region and nearby regions (including in the south of the Leningrad region).

Turnkey projects may include (we do not impose all services, you choose them):

• designing buildings in your architectural bureau;
• the whole complex of construction works: foundation, walls, roof, stove, fireplace, external and internal decoration;
• site development: landscape work, construction of fences, wells, gazebos, sheds and outbuildings;
• creation and connection of sewerage, electricity, water supply and development of a gas or wood-based heating system.

They were most successful in building houses, Russian baths and cottages from rounded wood. More than 20 similar projects have already been completed. Look at our work in the gallery .

Advantages that have helped us succeed in the market since 2002:

1. Construction of small baths and houses (6x4, 8x6) in 2 months, thanks to its fleet of vehicles, experience in similar work and the availability of ready-made log houses.
2. Professional development of the design of houses and territories with the possibility of 3D modeling - we have our own architectural bureau (you may have already seen 3D graphics projects , some of them have a discount of more than 100,000 rubles - look for the “Promotion” label).
3. Turnkey project development. In our design office, dreams are visualized. 3D project development free. But only if we undertake its implementation. Otherwise, the house project will cost 50,000 rubles, the baths 20,000 rubles. With our drawings, any competent builder can implement it.

and blah, blah, blah...

As you can see, I haven't changed anything. All this is in the text about the company on the website. But it is buried between lines, words and letters. I like my version better, I wish I could add some graphics. And you?

I hope that this example of text about a company has lifted the curtain on how to write such materials.

One project is not enough. So let's choose a different topic.

Example of text about company No. 2

This piece of text is taken from the site socialit.ru. Company "SOCIAL" (click, opens in a new tab).

I do not know why. Maybe I'm still young. But in my understanding, “young progressive specialists” are students who did not find a job and founded their own “company”.

Despite some of the horrors of the text, it contains useful information. What is good in the text about the company:

• 4 directions are allocated;
• there is a statement of the client’s problem;
• work around the clock.

However, there are also problems. In the last paragraph I saw “standard lead time is 1 day.” Will there really be an unexpected and strong guarantee now? No, she's not there. But they would write that: if we do not fix the problem in 1 day, then we will return 5,000 rubles for each day of delay. That would be powerful. But this is not the case.

I will not write another text. Because the phrase “this mission...” made me remember the mission of this text.

1. Text about the company is an ideal opportunity to use “info style”. We need to operate with facts. Let there be few of them. Let them seem like small things. It's the little things that make up the difference and differentiation from competitors.
2. Show your strengths and weaknesses. There are hundreds of companies with similar services. But even twins have differences by which their parents can easily distinguish them - character and life experience. Tell us about it.
3. A company is not premises, concrete and computers, but a group of people. They work to earn money. No sane person would give money for words and promises. Well, maybe he will give it away 1 or 2 times due to his naivety and inexperience. People are willing to pay for results and for solving problems.
4. Write for the Client, thinking from the Client. When a company sprinkles adjectives, uses dubious facts and talks about its exclusivity, then trust in it goes to zero. There is a simple sales formula that works best: it was - they paid money to company N - it became. Show the entire chain in a logical sequence.
5. Template for writing text about the company:

• what are we doing;
• what we do best;
• who contacts us;
• examples of our work;
• best project;
• what makes the company different?
• our team of persons;
• our company in numbers;
• what clients say about us;
• what guarantees do we give?

Web writers and copywriters will probably ask how to write text about a company when the reseller cannot say anything about it. Be observant if the company already has a website. Contact the end customer or ask the intermediary to forward your brief. If you do not contact a company representative, the text will be cliched, unsightly and ineffective.