You spend countless hours learning about the customers you are trying to reach with your website. The odds are pretty good that potential customers are going to make an effort to get to know about you as well before making any buying decisions. This is why the importance of your website about page cannot be understated.
Here are three reasons why you need the proper emphasis on this critical part of your web presence.
1. Build Understanding
Online consumers are just as interested in “who” you are as they are in “what” you are selling. Your “About” page is the key set of information that must tie this altogether in a clear and concise way. Attention spans are short, less than 8 seconds, so you need a clever combination of images and information to capture their minds and win over their hearts. Peel back the layer of corporate speak and let them see who you really are as a company. They need to feel that your company truly understands their needs. Once they understand what your company is all about, it will raise their level of comfort with your products and services.
2. Build Credibility
The Internet is littered with scammers and “fly-by-night” websites that promise greatness and all too often fail to deliver. This has created a new generation of online customer that is both more demanding and more scrutinizing than their predecessors. Your “About” page must build a foundation of trust between you and your customers. Clearly lay out the products and services you provide and tell your story of why you are passionate to deliver them. Most consumers will base their final buying decisions based on their comfort level with your credibility.
3. Build Connections
Once you capture their attention and build trust, you need to build the connection with a call to action. Many “About” pages provide excellent information but offer no way to take the next step in building a lasting relationship. Provide contact information and links to your online store. Give your new online acquaintance easy ways to make a long lasting relationship with you and your brand.
Telling Your Story Builds Trust
The “About” page is all about telling your story. It should be succinct and compelling like your elevator pitch, but your story should also convey your values and commitment. Teddy Roosevelt said, “People don’t care how much you know until they know how much you care.”
Let us help you tell your story and what you care about. Using our digital marketing experience, we can guide you along the path to build understanding, credibility and connections with your digital customers.
Contact UmeWorks now at (323) 638-9328 to set up an initial telephone consultation.
