The Vivid Image team continually reviews “best practices” within social media, marketing, graphics and technology to help you improve your online marketing. Sometimes you take elements of your website for granted and it’s time to look at that web site “workhorse”: the About Page. Ask these 4 questions to do a little web site spring cleaning and improve what is already published.
When was the page last updated?
If a site was launched within the last 18 months, the copy has probably been reviewed and written, but now is a great time to check out the site statistics for that page. Do visitors come and stay for more than 10 seconds or are they reading and going to another page? Is the contact us form easily found from this page? Imagine the target audience while reading the text; the copy should reflect what they would want. Change the Headline of the About Page; talk about the problems you can solve for prospects.
What does your organization do?
This is not a resume redone; this area explains the skill set of your business and how you have helped other organizations in your target audience. Add a testimonial here or a short success story. Help your visitor understand why they should want to work with you. Share only relevant information.
What does it look like?
A picture is worth more than 1000 words: a video or even an infographic should support this message. How can this page be fun or be compared to the competition? Incorporate SEO keywords on this page, they are integral to getting your site found organically on the web.
What should the visitor do?
Many organizations have a separate contact page, however, always keep a contact section on the about page as well. The primary goal is for visitors to make contact and become leads. Get the visitor to act, offer a sign up for a blog or register for a newsletter or a class/event. Make it easy for visitors to utilize that good call-to-action.
These questions should motivate you to improve your copy. What do you think? Is there more that should be added to the page? If you like making your site work better, look for the next article in the Spring Cleaning mini-series: The Contact Page.