As a marketer, I am fond of analytics. When it comes to the web, though, one thing I realized is that it is easy to have way too many of them and not really know which to focus on. Among those hidden metrics are the amount of people who visit your site and end up on your About Us page.
This is the page that introduces your company and also tends to be one of the most neglected pages on company websites. It is easy to think that this wouldn’t really matter much, but when you look at your analytics and page visits, you will probably be surprised to discover just how many people end up on that page. Actually, if you paid attention to your own web browsing, you wouldn’t be that surprised at all. See, we all want to know who we are dealing with. We seek to know and understand the backstory of a company.
The following are three tips on how you can make that page really do its job and sell the promise of your company and why a customer might want to work with you:
1. Create better human writing. Not marketing writing. Low key the selling. Your site and its design presents the picture you want. Your About Us page is a letter to your customers and visitors. Who you are, WHY you are. Plus testimonials.
2. Use video to share your personality. Once you improve the writing on your about page, you might realize that it could be even more powerful to share an introduction to your company over a video. This could be a video of the founder, or a series of interviews with employees or even with your customers.
3. Leverage slide presentations you already have. If a video seems out of reach for budget or other reasons, you might also try to create a slide presentation to sell your business. Depending on the type of business you do, this might even be something that you already have in Powerpoint that you use when you make sales calls in person. By using a site like Slideshare, you can now upload that presentation and embed it into your homepage with just a bit of cutting and pasting. The benefit is that you can tell your story in a more visual and logical way, and perhaps even open the door to sales without all the effort. With Slideshare’s new lead generation feature, you can even measure the leads that your slideshow brings into your business.