about page, My Secrets to an Awesome About Page

My Secrets to an Awesome About Page

about page, My Secrets to an Awesome About Page

Did you know that the About Page is one of the most visited webpages on any given website?

It is the gamechanger that determines whether your visitor is going to stick around and come back or leave and never look back. If you think about it, your About Page is the only place on your website that opens the door to the soul of your business. Essentially, it is the one place visitors are guaranteed to visit when they want to build a connection with you that moves them from a casual visitor to an avid follower or better yet, a customer.

Deepen and strengthen the relationship on a good footing by sowing some heart and soul into your About Page. It is easier than you think if you follow my secrets. Keep reading and you’ll soon be on your way to simple and straightforward About page that is personal enough to make a human connection, which is backed by social proof in order to entice a “hard to say no” call-to-action. 

01: Make a human connection

02: Sweeten the offer with social proof

03: Start with a “START HERE” page

04: End off with an enticing call-to-action

about page, My Secrets to an Awesome About Page

01: Make a human connection

How many times have you purchased something simply because you liked the salesperson, or tipped your waitress a little extra because they were friendly? Human connections can influence purchases and spending habits. It has even been statistically proven that when customers feel an emotional connection to a business, they spend more, are more likely to re-purchase and have a higher chance of recommending the brand to others.

Clearly, building relationships is important for helping your company grow and succeed. Humanising your brand and connecting with consumers should be a top priority for any business. But how can online brands do this when they only interact with customers through digital methods?

That is a good question and here are 8 subtle ways to do just that, as recommended by Zendesk:

  • Make the customer feel welcome: Customers want to feel like they’ve entered a space where they belong and where they can get help if they need it.
  • Give customers their full attention: This step has a lot to do with the response time to online enquiries. The longer you take to get back to a customer, the less important they feel. Responses don’t have to be immediate, but they do need to feel personal.
  • Go the extra mile: “Answer the customer’s question, but also give them something more—another resource, a link to your Facebook page… it isn’t the length of an email that matters, he says, so much as its content and how personal that message feels.
  • Be the expert: This might go without saying, but your brand and your staff should be experts in your space and in the products you offer. This step underscores the importance of investing in your employees.
  • Don’t say no to your customer: Turn your negative responses into positive statements. For example, don’t tell customers you close at 5pm. Tell them you open at 9am, and you hope you’ll see them in the morning.
  • Make customers feel welcome:  The trick here is to tie this communication to a possible future action. Invite the customer to take advantage of a special promotion, or give them someone to reach out to if they have any questions.
  • Show customers you care: This is where technology can aid your business. When you use software that tracks the history of customer interactions, messages and outreach can be made really personal.
  • Surprise your customers: Come up with creative and interesting ways to continually surprise your customers. There are plenty of ways to surprise and delight your customers and the best way to do it is to know your customers and reach out to them at a heart level.

02: Sweeten the offer with social proof

When you hear the words “social proof” what words come to mind? Well, what comes to my mind is words like reputation, reviews, testimonials and endorsement! Think of social proof as your way to drive conversions by offering testimonials from past or even current customers.

The case for doing this lies squarely with the fact the today’s well-informed customers trust online reviews from strangers as much as they trust recommendations from people they know, like their friends and family. 

If you’re considering adding social proof by way of testimonials to your About Page, make sure to include no less than 10 customer reviews! Research conducted by Search Engine Land found that 85% of consumers read as many as ten reviews before feeling they can trust a business. 

Now it’s time to start gathering your testimonials. Reach out to your current customers that you know are happy with your company and ask them to share their success story. By showcasing stories about your product or services, you’ll be able to add credibility to your About page that will get visitors to trust your brand and commit to it.

 

03: Start with a “START HERE” page

Your About Page shouldn’t be the final destination but rather a detour on the route to becoming a customer.

Lately, I’ve recognised a new page popping up increasingly fast, and that’s the “Start Here” page. A lot of businesses have opted to rename the About Page to the “Start Here” page as it guides news visitors in a clear (and correct) direction.

When all is said and done, a “Start Here” page should be designed to help people have the best possible experience on your site. It assumes that people don’t know who you are and have never visited your site before. It also gives them a brief introduction to your brand’s purpose and exactly what their next steps should be.

If you’re thinking of converting your About Page to a “Start Here” page, then here are 3 elements to include:

  • Glossary: Offer brief definitions of the key terms you use on your website especially if it is littered with niche jargon and terminology that may be unfamiliar to your target market.
  • Links to your best content: Include links to your best resources for first-time visitors. Consider organizing your links into categories if you have a lot of them. Put yourself in the shoes of a new visitor and choose categories that make sense for that person.
  • Be on a mission: If you’re an entrepreneur, this will include your individual story (and might include details about why you started your business or website). If you are a larger business, you can explain the origin story of the business and talk about the mission of your company.

Your “Start Here” page can create the perfect welcome for your new visitors and help them make the most of your site and your offerings. If you need some more inspiration to guide you into converting a bland About Page to a killer “Start Here” page, be sure to check out Cheese Web’s “Start Here” page.

04: End off with an enticing call-to-action

Small Business Trends found through data that by “adding a call-to-action (CTA) towards the bottom of your about us page can increase conversions by 300%.”

In order to see this same statistic on your About Page, it is important to ask yourself what do you want visitors to do after they read your About Page? Do you want them to sign up for your newsletter? Follow you on social media? Download your awesome freebie? Once you figure this out, your next step would be to include an eye-catching section at the bottom of your page that makes it easy for visitors to act on your offer.

Rachel at Haute Stock has a very eye-catching CTA button on her About Page. As you can see, her CTA is very clear and any visitor can quickly understand what she has to offer and what must be done in order to take advantage of this offer (plus, the design and styling of the CTA make it pretty hard to miss).

THE BOTTOM LINE

Carry out an objective audit of your About Page and make sure that it’s engineered to build a connection that moves someone from a casual visitor to an avid follower and high-value customer. Creating a solid, useful About Page isn’t as hard as it sounds. Break it down into sections, allow your personality to shine through and before you know it, you’ll have an About Page that shares the soul of your business in a way that creates profitable connections. 

If DIYing your About Page scares you or takes up time that you don’t have, then click here to get my help in reengineering your page to be the heart and soul of your website.

Have you got an awesome About Page? If so, leave the link in the comments section with a reason why you think it makes the cut and I will take a look and offer my professional feedback!

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