Inbound marketing has been used for quite some time now, but new ways of applying the same concept are emerging every day. Limiting content marketing to social media and blog posts alone might be harmful in today’s world, so you should consider newer alternatives to avoid overlooking great opportunities.
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First, it is important to know what kind of people will be reading your page. They include:
1. New Visitors
These people will be considering coming back to the page once they are finished scrutinizing it. They might have been referred, seen a page from your site somewhere, or seen the link from social media. This presents you with a chance of making the person a frequent user.
2. Regular Users
Some of your registered users and consistent readers may need more information about the site. The page provides them with a reason to revisit, and appreciate the website better.
This category consists of content contributors, job seekers, niche site owners and researchers trying to write features concerning a school paper, an interview or a blog post. They are only interested in facts and history.
All the categories have common interests, in that they want to know if they are in the right place. They need to know this by simply scanning the page, so it’s a good idea to provide clear answers to the 5 Ws. These questions are:
Who are we?
What do we do?
When did our business begin?
Where are we located?
How well we are achieving what we do.
Information posted on this page should also narrate a compelling story. Some of the information you need to include is:
1. Company’s Philosophy and Vision
Tell potential clients why you are unique, and why they should contract your services or buy your goods. Tell the world what motivated the formation of your company, and where the organization is headed in future. Make them interested in the kind of work the business does for them.
2. Company Timeline
This should involve a chronological order of events, from the beginning of the business, milestones achieved so far and every other accomplishment. Take the visitors through an engaging visual trip of your business details. Use captivating formatting and avoid plain text, bearing in mind that people love and appreciate variety.
3. Staff Profiles
Your real personality should come out. This part does not necessarily have to be formal, as most people find it easier connecting with a social interface. Staff profiles are about the vision and mission statement of your firm, and who keeps it going. The personalities behind the company need to be approachable to readers, as this gives your brand a human touch.
Adding your staff members’ social media profiles increases levels of engagement and approachability. For instance, by attaching LinkedIn badges for each manager’s profile, you help increase their individual accessibility and credibility.
4. Business Concept Infographic Visualization
Text explanation is not as effective as visualized information. You need to put the information in graphics so people can easily absorb what you offer, and figure out ways in which they may contract your services.
5. Multimedia Content
You could make a video that shows the story of how your business came to be, instead of telling it in words. It is possible to integrate videos and other multimedia elements using contemporary web design techniques, giving you a compelling visual narration. This increases the chances of your visitors internalizing your content, relating to it and ultimately sharing it.
Many of us believe the other parts of a website, not the ‘About’ page, carry everything important, but the truth is it ranks as the second most visited of all pages. This means it bears great potential for either gaining or losing clients. Writing about yourself may not feel easy, but you really need to maximise the potential of this page in order to secure more customers.
Some make their ‘About’ page sound like an afterthought, fill it with industry jargon and make it too self-promotional. This is a bigger problem as your business grows, undermining your offers and sending your potential clients towards competitors.
Spying on your competitors online is fine. They will definitely be spying on you. At the end of the day, it’s a competition, and you should know what your competitors have done, are doing or intend to do. This will help you compete against them in the market, by using gathered intelligence to create well-informed strategies.
‘About’ pages give you the chance to show your competitors your worth, making them respect your company. However, you should take caution against giving away your secret weapons.
7. Focus on Clients
Over time, you learn that people are not interested in you; they only want your services. Your ‘About’ page should focus more of the reader - your potential client - not you. Just as in real life situations, people don’t like individuals who keep talking about themselves for a long time without pausing.
8. Clear and Persuasive Structure
There are four critical questions you need to answer to help you come up with a client-centered page. These always come in handy when you want to develop a website, either for yourself or a client:
What will this website be about, and will it serve you right?
What will be the biggest advantage from it?
Who are you? Are you trustworthy?
Now, what do you do?
9. High Readability
Plain text kills a person’s desire to read a page, and they will close it immediately because it looks to be hard work. People will often scan pages instead of reading them. Use of short sentences and headers will help capture the attention of scanners, pulling them towards your content.
Pick one or two words, or phrases, you want to optimize on this page. These will help web browsers locate it easily. You need to make sure keywords complement your content.
11. Attach a Face
You are almost home and dry once people see you are a real person, with a physical address and great staff. When you post a welcome video and pictures on this page to prove how authentic you are, what you earn is greater than trust.
Each section of your website should contain engaging and creative content, but the ‘About Us’ page possesses unbelievable marketing potential. Every potential client checks this page before considering engaging you in business, and this is where they derive their first impression. You have to make a killing from it.
Do you have any questions about this topic? Please drop a comment below.