A client of mine is in the process of making recommendations to their management for improvements to their “About Us” page. This company’s current “About Us” page is comprised of several sub-pages which require lots of clicks to get through. Not very user-friendly! The copy for the subpages are also lengthy. Essentially, the company’s “About Us” page should be a virtual 5-minute elevator pitch of what they are and what they stand for. If it’s done right, it should be a simple one-page layout.

Readers can skim the page and immediately know who you are and what you stand for. She started conducting an analysis of “About Us” pages for 14 brands and created a presentation to showcase her findings.

The presentation was getting too long and she felt that she was off target and unable to drive the discussion about the changes she wants to make. She reached out and asked me if I can provide a presentation framework. Here is the presentation framework I shared with her:

Slide 1: Objective

Articulate the purpose of your presentation from the start. If your deck is presented at the meeting, it should also communicate the desired outcome when the meeting is over.

Presentation Framework

Slide 2: Status Updates

2-3 bullets to remind the team where we are.

Visuals Content Marketing Tips

Slide 3: Team Members

Shout out to the team that is involved. Let management know who does the hard work.

Presentation Framework

Slide 4: Evaluation Approach

Describe how the evaluation was done and its selection criteria. This is a “how you did it” slide. Communicate the approach you took to narrow down the options.

Note: There is no need to show ALL the work you have done.

Summarize your hard work in the context of key milestone completion.

Presentation Framework

Slides 5-14: Top 5 Pages

Everyone likes visuals. Showcase what the top 5 ‘about us’ pages. Identify 3 key things they did well.

Presentation Framework

Presentation Framework

Slide 15: Key takeaways from Top 5-page review

List 3-5 points from slides 5-14. Be strategic about the points you mention on this slide.

Whatever you communicate on this slide should pave the way for your recommendations.

Presentation Framework

Slide 16: Current “About Us” Page

Remind everyone what the current page looks like.

Slide 17: Showcase your recommendation

If you can create a mock-up page, it would be GREAT! A visual is worth a thousand words. Show the mock-up with recommended copy and content. Highlight the key changes. Ask for feedback.

Slide 18: Next Steps

Identify the next steps and the current project timeline. Use this slide to remind everyone of the desired outcome of this meeting. Ask for the team’s approval on changes to move forward.   When I shared this presentation framework with her, she loved it. It’s a clear framework that she can adopt easily. This presentation framework can apply to any recommendations you would like to propose at work. Here is the flow:

  • Objective
  • Selection Approach
  • Top 3 or 5 Options
  • Pros and Cons of Each Option
  • Recommendation
  • Next Steps

Of course, we will move the slides around and add information to provide more context in any given situation. The skeleton of the presentation framework doesn’t change.

Ultimately, your stakeholders and management want to know how you reach the proposed options and what is the best recommendation for the company and why.

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