Crafting your Company Identity Page
Christine Harrell

Your company identity pages are an important piece of sales text. Consumers, investors, business partners and advertisers often make decisions about who they the will do business with based on information about the company and its people. When writing your company identity pages keep an image of your target visitor in mind and envision writing an email to them to convey an appropriate tone and topic. Because you may want to target several different audiences, it’s often beneficial to add subcategories within your main company identity page.

Choose your strengths

Whether your company is brand new or well established, each has unique strengths that visitors will want to know about. Start up companies without long client lists should focus more on the qualifications of the key players and the strengths of the products and services, while established companies may want to highlight past results.

Identity Page Topics:

• Company history
• Notable accomplishments
• Management and associate bios
• Media Coverage
• Advertiser Information
• Client list
• Company vision

Company History

• Who were the original founders?
• What caused them to found this particular business?
• What types of challenges did they overcome?

People often predict the future by looking to the past for clues. Decide on a message you want to convey about where you are heading and chose snippets of information about your company’s history that represent this.

Notable Accomplishments

• Awards
• Sales Statistics
• New Developments

While you and your company are the subject of the identity page, it’s important to remember that this page is a sales tool and should be written in the terms of benefits.

Benefit Focused:
Families choose The Realtor Team time and again to negotiate the best housing deals in San Diego.

Company Focused:
The Realtor Team has sold more than 900 homes and has been serving San Diego for 15 years

Management and associate bios

• Current position
• Related past accomplishments
• Educational credentials

There are a variety of ways to write bios for your team. You may want to focus on only the management team or highlight all of your employees. You may want to stick to the facts or add a personal touch by including personal likes and interests.

If you’ll be including photos, work with each in an image editing program to get a common lighting or coloring for each. Try to keep the images and text for each person at about the same length for both visual appeal and as to not unintentionally imply that one person has more or less importance than another.

Media Coverage

• Press releases
• News coverage
• Commercials
• Radio and television Interviews

Archive your press releases with catchy, descriptive titles and bit of teaser text with link to read more. If you haven’t written press releases in the past, try committing to writing one release a week and watch how quickly your achieve will fill up. To find mention of your company in news articles by others, go to Google News and search for your company name.

Audio and video references can be a powerful tool to both establish credibility and pass a lot of information to your customers. Add links to any television or radio commercials or appearances to make a big impression. There are a growing number of Podcasters and Internet radio shows that are always looking for guest. Seek out a few that discuss topics in your line of business to add to your media coverage page.

Advertiser Information

• Target Audience Statistics
• Website Traffic rating
• Rate Card

Advertisers will want to know if your viewers are within their demographic. You may want to include stats about age, gender, browser, etc. The more accurate information you can provide about your viewers, the easier it will be to secure advertising deals. You can get technical stats on browsers and page views through statistical software and demographic data by offering surveys to your visitors.

The higher your traffic, the more ad placement is worth. So if you’ve got a nice level of traffic show it off! Alexa offers a traffic rank button that you can plug into your site at http://www.alexa.com/site/site_stats/signup. Just plug in a URL and Alexa provides you with the HTML to paste onto your page.

Display your rates for different advertising packages. Include breakouts for various placements such as within your newsletter or various pages on your site. Offer different types and sizes of ads along with their prices to give potential advertisers a variety of options.

Client List

• Client Logos
• Testimonials
• Case Studies

If your strength is in your high profile client list, you can add credibility to your company by highlighting this with a dedicated page. A client logo gallery is a fast way to display your current and past customers or you may want to display them as a list.

Try to get client testimonials whenever possible by including a request in your outgoing emails and newsletters and spread them throughout the page.

Case studies are an excellent method of conveying how your product or service can benefit clients in detail. Chose some of your best results and highlight them with a case study.

Company Vision

• Company goals and values
• Mission statement
• Supported groups and organizations

Ben and Jerry’s grew a multi-million dollar business not only with incredible ice cream, but also by drawing attention to their socially conscious goals and values. If your company is unique and your values are shared by your customers, drawing attention to this can prove extremely favorable.

nGenuity Solutions is committed to helping small businesses become successful in the ever changing online world. Drop us a line if you've got an internet business success story, a horror story, or are just plain frustrated and have a question. With your permission, we will post your story below the article so that others can learn from your experiences!

Christine Harrell is a small business internet marketing consultant and the cofounder of nGenuity Solutions. nG's flagship product Easy Website Builder gives small businesses the necessary tools to build profitable websites through real time visitor analysis and push-button web publishing.