|
|
For many sites, visitors that find their way to your About Us page tend to have a somewhat higher conversion rate than those that don’t. Potential customers that do visit this page are showing a bit more than a casual interest in what your site has to offer and are looking for additional signals of trust.
The About Us page can play an important functional role in the process of providing visitors comfort and assurances in your company and your ability to meet their needs. Here you can provide specific information that visitors both expect to find and that will help them feel "safe" with the offerings you provide.
Company description
Information on company such as when it was founded, primary owners/managers, and product/service offerings should be provided. A complete company history is not necessary, but an overview of the important aspects should be included.
Team Biographies
Brief biographies of appropriate personal should be provided along with a quality photograph of each. If the biographies are too long for this page you can easily provide links to more details on each individual. This information helps visitors feel as if they are getting to know you and allows them to achieve a level of comfort with who you are.
Mission statement
About Us page should include additional company information such as mission statement, company philosophies, beliefs, and vision for the future. These are reassurances that let visitors know what you stand for and your long-term goals.
Content timeliness
Content on About Us page must be kept current and up-to-date. Be sure that outdated or irrelevant information be removed immediately to avoid the appearance of a "stale" website.
Additional links
Page should provide additional links to other relevant portions of the site such as contact page, investor relations, company news, registration information, job opportunities, etc.
Getting all the right pieces of your About Us page in place can improve its effectiveness dramatically. Not only will you provide your visitors a positive impression of your company and team, but you will have provided them subtle reassurances that may just help them choose you over a competitor.
Discuss this article in the Small Business Ideas forum.
Stoney deGeyter founded Pole Position Marketing in 1998 working from a home office and has since turned it into a leading search engine marketing business with a small team of seasoned Reno SEO and marketing experts. Stoney pioneered the concept of Destination Search Engine Marketing which is the driving philosophy on how Pole Position marketing helps their clients expand their online presence and improve online conversion rates.
Stoney is a moderator at the Small Business Ideas Forum, a regular contributor to the Search Engine Guide blog and has a monthly column on Search Engine Land. He posts his SEO and business insights at the E-Marketing Performance blog where you can also find his e-books: E-Marketing Performance: Effective Strategies for Building, Optimizing and Marketing your Website Online and Keyword Research and Selection: The Definitive Guide to Gathering, Sorting and Organizing your Keywords into a High-Performance SEO Campaign.
Stoney is married with five wonderful children and, if away from the computer long enough, enjoys riding his dirt bike, watching DVDs, reading books and spending quality and quantity time with the family.
|
|
|
Search marketing information for small business owners.
Fetching the best small business news.
A friendly place to share small business ideas and knowledge.
A different kind of small business marketing conference.
The directory of the best small business sites and tools.
Home of our network.
Copyright © 1998 - 2009 K. Clough, Inc. All Rights Reserved. Privacy
FreeFind Site Search Engine - FreeFind adds a "search this site" feature to your website, making your site easier to use. FreeFind also gives you reports showing what your visitors are searching for, enabling you to improve your site. FreeFind's advanced site search engine and automatic site map technology can be added to your website for free.
(Unpaid placement - FreeFind is a Search Engine Guide partner.)