The Second Most Important Sales Page on Your Website

At any given moment, the most important selling point on your website is likely to be your home page or landing page, depending on which one is attracting the highest number of views. What a lot of small business owners fail to realize, however, is that the second most important sales page is one that’s often looked over

Years of studying web analytics have shown us that a companies “About” page gets more traffic than marketers realize. Moreover, the impression that it leaves a reader with will go a long way towards determining what will happen next. That’s particularly true if there are team member bios, or a story about the history of the business.

There are probably a couple of reasons for this. The first is that, as humans, we like to know other humans. That is, we want to know a bit more about the men and women we are doing business with. Looking into their bios and stories is a good way to understand who they are and how we might work together with them.

At the same time, the About page on your website tells potential customers what it is that makes you different from all of your competitors. It’s a chance to show off your unique skills, talent, or perspective. It’s your shot to fill them in on what sets you apart.

Knowing that, how can you make the most of your About page? Here are a few good tips to help you get started…

Use a Clear, Basic Company Description

Remember that someone visiting your website for the first time might not be familiar with your company. They may not know anything about who you are or what you do. Make things easy for them by starting out with a simple one-sentence description of your business. This will let them know if they’re in the right place, and has the added benefit of giving you the opportunity to include a few valuable search terms.

Establish Your Credibility Replace

If someone is taking the time to read your company description or biography, they are likely focused on two things: a sense of curiosity and the question of whether you can help them solve their problem or challenge. That makes it crucial for you to establish your credibility right off the bat. For instance, when someone sees that we’ve designed hundreds of small business websites, they know we have the expertise to assist them. Make sure you include these kinds of details in your bio or description, too.

Use a Professional Photo

You could take a snapshot with your iPhone and upload to your bio, but we don’t recommend it. Instead, get a picture from a professional photographer. Better yet, have someone come in and take pictures of your office, your products, and your team. You’ll make a better first impression, and the resulting images can be used on your website, your social profiles, and even printed marketing materials.

Add a Personal Touch

Don’t forget that buyers are curious about you and your team. While you don’t want to give away too much in the way of personal information, it’s okay to share a few insights into your favorite hobbies or causes. After all, that makes you more of a human being, and gives you an edge over all the faceless corporations out there. People want to work with other people, so make sure customers can remember that you’re an individual just like them.

Believe it or not, your About page is a powerful sales tool… but only if you use it correctly. Follow our advice and turn yours into something that doesn’t just tell your story, but lets customers see why they should work with you over someone else.

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