For the vast majority, the most well planned, artfully crafted, and time consuming page on their web site is the Home Page. There are very valid reasons to place significant time and attention to this page, however, for all the fanfare surrounding the Home Page, it could be that the most important page on the site is seen as an afterthought.
When was the last time you asked for a mock-up of your About Us page when considering a redesign? When was the last time you had a Focus Group consider how you might improve the content or usability of the About Us page? Have you considered how to incorporate the About Us in your overall web strategy?
Would it surprise you to know that there is a possibility that the About Us page could be one of the most trafficked pages on your web site? Would it also be news that time and time again we hear from users that they will often travel straight to the About Us page right after hitting the home page?
Customers and Prospects have a desire to know who you are, get a glimpse of your culture and find out what makes your organization unique before bothering to research your product and service offerings. This makes sense as, all things equal, people want to work with, purchase from, or donate to organizations who are compatible to their culture, values and personality.
So, how does your About Us page look? Have you considered the importance of this page to your web site? If not, I would recommend taking the following actions:
- Create an About Us page if one doesn't already exist
- Make sure that this page properly conveys your brand and culture
- Create a clear Call To Action to support your web strategy and business objectives
- Confirm, through site analytics, that the page is driving traffic and converting
So, what says you? Have you seen success in leveraging your About Us page? Agree? Disagree? Let us know. We want to hear from you.
No comments:
Post a Comment