Is Your About Page the Right Hook For Your Audience?

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OCTOBER 2017

The About Us Page of a business website is generally the most visited page. Despite that fact, most businesses tend to undermine the importance of this page and are more focused on getting the right content and information for subsequent pages.

The general perception is that the About Us page is basically an introduction and the primary goal is to encourage visitors to click on other pages that are more action-oriented. For example the Products/Services page, the Order form page etc. However, this is where most businesses make a mistake. The ultimate goal of the About Us page is to act as a hook for your audience. This is the page that should be used to inform visitors about your business, capture their attention, build their trust and convert them into actual customers.

Here are some strategies that you can use to ensure your About Page is the right hook for your audience:

Don’t Make it All About You

Yes, that’s right. We understand that one might think an About Page should be about you. However, businesses tend to overdo things a bit and go and on and about what they do, how good they are and all they’ve achieved. There is no harm in talking about yourself on the About page but you should try to do it in a way that you also answer some questions that your website visitors might have. You can show off all that you have to offer but at the same time, describe your services and communicate to your visitors what they can expect on your website. Make them feel that they did the right thing by clicking on your web page and convince them how you are different from your competitors.

Use Opt-in Forms

Your About Page is basically your landing page. A large majority of people who visit your site will land on this page first. You should maximize the impact of this landing page by ensuring that you can capture these visitors and convert them into leads. You can do so by using an opt-in form that will prompt the visitors to subscribe to your newsletter. Keep in mind that this could be an ideal time to get these visitors on your email list. You already know they have some form of interest in the products and/or services you offer. That’s probably they visited your website in the first place. By getting them onto your email list, you can continue to engage with them by sending them interesting and relevant information about your business. There is a very high probability that you can convert these leads into actual customers and also ensure you achieve content marketing success.

Use Visuals to Supplement Content

There is no doubt that content is very important for any successful website. However, you can’t just have all plain text. That will just put your visitors off completely. Your About Page will be the first thing visitors will see and you have to make sure that you make a good first impression. Use original and specific content along with proper headlines and titles and complement this text with photos and videos. This will engage your visitors more effectively and will also help them process your message much more quickly and easily.

Include Your Contact Information

Most websites have a separate page for their contact information. There is nothing wrong with that page especially if you want to include an order or request form but it is also a good idea to include some contact information on your About page. This could include your business email and your social media handles. By providing this information, you can encourage visitors to contact you if they have any concerns, queries o feedback.

At Iris Content, we understand the importance of each page on your website and we realize that every page should have the right content so that you can get the desired response from your visitors. Our content writers have years of experience writing website content. If you need copywriting help, contact us today and our content marketing experts will provide you content that is original and completely customized for your business needs.

Annie Ianko

Chief Content Officer

Annie has 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

Contact Annie for more news about the content marketing world.

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