I lost count of the many marketing interventions I staged on organizations or entrepreneurs who have “about pages” on their websites that have no value, values, personality or voice.
Boring “about” or “about us” website pages = blah business results.
Healthy marketing advice to boost your business: Optimize Your About Page!
(If you can’t wait and have to get to the punch, read the latest INC Magazine Article on How to Design a Great “About Us” Page on Your Website)
Believe it or not, the About page of a website is one of the most frequently visited pages of your website. People want to see who is behind the company, the story behind the business and the people on the team.
If you don’t believe your Marketing Therapist, I am sure you will believe Stanford University, who did a study on web credibility, where their research uncovered that one of the top things that makes an organization credible on the web is:
“The first part of this guideline is to show there are real people behind the site and in the organization. Next, find a way to convey their trustworthiness through images or text. For example, some sites post employee bios that tell about family or hobbies.”
About pages tell your story…at WMT, we call this STORY SELLING. The power of communicating more than a boring blah business page can be changed to have personal interests, well crafted bios, reasons for starting the company, photos of the team, pictures of the location and more.
So what if you don’t have a big marketing budget, you can still have an endless relationship building budget (relationships make sales, not web pages).
Put on your web marketing thinking cap and look beyond the technology. Optimize your about page so it tells (and sells) your story to help create connections.
LEARN HOW NOW: Read the latest INC Magazine Article on How to Design a Great “About Us” Page on Your Website. I was quoted as well as several other industry pros. The article, written by Chana Garcia, is really well-done (she wins a Wild Web Woman honorary membership for her “geek chic” story!)