Hubspot released the following blog on March 14, 2014: “55% of Visitors Spend Fewer Than 15 Seconds on Your Website. Should You Care?” I know I care and you should too. Yes, the article is a couple of years old, but all the research I’ve completed shares the same info… The About page is one of the first three pages visitors look at when they click on your site. If you don’t believe me, check the data in your Google Analytics account and look at your click stats. You About page is the place people go to learn about you, your brand, and your company. In today’s world, it’s not only about business to business; it’s about people to people. Before people do business with you they want to know, like, and trust you.
A well-written About page is a great marketing avenue for your business, if your message is clear and concise. It’s where visitors can make a human connection with you and your company. A great About page includes at least the following information:
- Your story – how long have you been around, what’s the company’s mission and vision statement?
- Employees or subcontractors- highlight the people who work with you; have them write a bio and include a professional photograph.
- Interests – what do you like to do? Walk, run, have you just returned from a great trip? People want to relate to you. With everything being technical and virtual today, finding the human link is necessary.
- Testimonials/Endorsements – Happy clients are willing to give testimonials for you to use on your page.
Update your About page on a regular basis – what’s new with the company; have you attended a conference lately? If so, tell your readers. They want to hear what’s going on with you, your company, your employees/subcontractors. Again, people to people (P2P); build the relationship – know, like, and, trust.
Last but not least, we all know the importance social media plays in today’s world. In fact, it’s so important you or someone in your organization, or a social media manager, needs to promote your About page across multiple social media channels. However, you can promote the page all you want, but if your business’ message is confusing, you’re driving potential profits away! Your message is “More Than Just Words!” Having a clear message sets you apart from others. Your written word represents you, your brand, and your company.
Not comfortable writing? The Literary Prose is your road map to successful written communications. We can help you find the words and steer clients to your service destination!
When’s the last time you took a close look at your About page? Take a few minutes this week and see if it needs some spring cleaning!
Until next time,
Colleen
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