The About Page Advantage 💡
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Hello Reader, It's been awhile since I've gotten down to brass tacks and talked about some tactical items, and since I had a conversation last week that sparked this thought, I thought I'd share it with you. Long story short, today, I want to talk to you about the one thing a MATURE business needs on their website—no ifs, ands, or buts about it. I am very rarely this bossy about marketing, so you know it's important! You need a REAL "About" page. Listen, gone are the days of the about page stealthily being another sales page. First of all, a huge percentage of searches on the internet are what are called "branded" searches, which means people looking for proper names, specific products, or specific companies. Your about page is the page those people are likely to land on if they're looking for you. Think how many referrals you've made to services where you've told someone to "Talk to [person/company], they'll take care of you." These conversations happen every single day, and you're missing out if your about page isn't about you and your brand. There's a reason why, on most websites, the about page is the second most visited page. Additionally, loads of data tells us that consumers are more and more cynical and suspicious and want to verify you have the credibility to be offering what you're selling. Your about page is a tool to help prove that to these wary folks—you can include you or your team's professional background, certifications, experience, press mentions. You know, all the things that signal, "Hey they know their stuff." You can also help yourself stand out in a crowded space in this part of your website by sharing your framework or methodology in your about page. Again, since it's yours and only yours, it's another important way to build trust and memorability. Finally, your about page is also a great place to share your brand values. Data tells us over and over again that people want to work with companies that share their values and that trend this increases every single year. Sounds like it's not a trend at all, rather it's here to stay. Ultimately, leverage that about page to your advantage—it's an invaluable one, and the first place people who are truly intrigued by you will look to see if its a match. A few tweaks, a bit more clarity, and it can truly work hard for you. Onward and upward, Sarah |