Day 12: Let's talk 'about' this page on your website
Published: Fri, 06/03/16
The About page is among the most visited places on a website …
Unfortunately, it’s also often the most overlooked by businesses.
And that’s a shame …
After all, visitors go to the About page to determine if what you offer is worth their time. Get this content wrong and you could be driving away visitors without even knowing it.
So here are a few suggestions:
Share the spotlight.
Sure, your visitors want to know about you. But they’re more concerned about what you can do for them.
So use the first part of your About page to stress what someone gains by getting more familiar with you, your company or your product/service.
Explain what problems you solve.
Tell visitors how you can help them.
Share reasons why they should dig deeper into your website.
Next …
Drive your readers to helpful resources.
Once people understand the benefits you bring, show them what you offer. Link to some of your most popular content.
Remember, you want to appeal to your readers’ interests. Their needs take priority over your professional qualifications.
And by linking to beneficial content, you prove your capabilities -- instead of just talking about them. This helps reassure your readers they’re in the right place.
And because your website delivers great content …
Consider including a lead-capture form that offers special content in exchange for an email address.
Also, remember to …
Cut the corporate speak and resume jargon.
Because people are looking to learn about you and your company, use your content like a conversation.
Show your personality.
Toward the end of your page is the time to share your personal or company story.
In fact, if your About page is for personal use, try tossing in a few random facts about yourself.
What makes you interesting to other people? Or, what odd activities do you enjoy?
This is your opportunity to get creative and humanize your brand.
Talk soon,
Tom
NOTE: This is Day 12 of a 30-day marketing challenge for all my subscribers. These emails are designed to help you fix underperforming campaigns, cut marketing expenses and uncover overlooked profits in your business. Simply pick and choose a few strategies and apply them to your business. (Of course, keep me updated on your progress too.)
And if you’d like to discuss a possible Guaranteed Marketing Profits Program for your business, reply back or pick a time here and let’s chat.