Does your website tell your visitors everything possible about you?
The more information you can give your visitors, the more they are likely to buy from you, right?
Surely it is better to show where you work, how many customers you have, how many people you employ than to just show a product and a price.
Customers want to know they can trust you, but the information you give them should be to help them buy from you. What does that mean?
Let’s look at some examples:
I found these two pages randomly through a web search. Without wishing to critique the sites in any way, I’m just using these ‘about us’ pages to illustrate what most companies do.
Do customers want to wade through an essay that tells them your history, and how you started the company? Do they really care what process led you to starting out in business? If you present it in an interesting visual way, they might.
The reason they are clicking on your ‘about us’ page, though, is usually because they want to buy from you and they’re looking for some assurances:
- Can I trust this company?
- Does this company know what it’s doing, compared with others I have spoken to?
- What track record does the company have?
Your ‘about’ page should be there to inform and re-assure. You may not need one at all. This very website does have one, but it is promoted in the footer of the site, not in the main navigation. Instead, Red Rocket Media promotes pages such as why you should use the company and how the company operates. The about page, though, is not laden with company history but focuses on the service offering.
Here’s another great example of an about page, from the Graze box website.
This one simply promotes the product, which is logical, because that is all the company is about – the product. You don’t see a page full of text about the history of the graze box – just a big picture of the product, with explanatory captions and a call to action.
Tips for your about us page
Have a look at your own company’s about us page. Is it boring? Does it contain a text-laden essay about how Grandfather Joe opened his first shop in 1939, and details of how many offices there are in how many locations?
Is it presented in a nice, visual way that is inviting to read, and does it include calls to action that reinforce your sales message?