YOUR WEBSITE SCORECARD: PART 4
We are now on the fourth installment in our series of our “Best Practices Scorecard”. It’s our quick update for clients about where their site meets our highest standards. In Week One, we wrote about Google Customer Reviews. Week Two: Google Business Profiles. Week Three: Authority Entities like the BBB, and now in Week 4: The About Us Page.
- YOUR “ABOUT US” PAGE: It should give interesting facts about the business, its ownership, its heritage, and its management.
- HIGHLY CLICKED ON: We know from the heat maps we place on our client websites that the About Us Page is one of the most viewed. This is especially true for independents and lesser-known brands.
- “ABOUT US” PRIVACY CONCERNS: We get a lot of pushback on getting clients to provide in-depth information about their business, as listed in #1 above. We understand, but if potential customers don’t know you, then you need to fill them in.
- LIST MANAGMENT TEAM WITH PICS: Here again, many will balk, but you shouldn’t because this is your bread and butter, and having a robust About Us page is smart and very important in attracting new customers. If your brand is lesser known, this is vital.
- NOT A SALES PAGE: We see many so-called About Us pages that mimic the sales pages on the website. Please write about yourself, your business team, and your philosophy. This is where you need to build trust.
- THE LARGER THE PURCHASE, THE MORE DUE DILIGENCE: It only makes sense. If someone is making a big decision or big purchase, they want to know who they are dealing with and what you stand for, just as you would.
All customer-facing executives and employees should be featured on your website’s About Us Page. New customers want to do their due diligence, and this is where they start.
Onward & Upward!
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