It used to be so simple: visitors went to the about page of a website to learn some general info. There was a picture of the business owner and team members, and a brief excerpt about their life. Well, times have changed, and the market wants something different from your about page. Are you ready? They want to know about what you can do for them.
A Promise
People are naturally interested in themselves. Whether it’s conscious or not, everything they do needs to be structured around them. So, when they read the about page of your website, they pay little attention to you at all. Instead, they are always wondering about what you can do for them. Because of this, successful about pages always include some sort of promise. This promise describes something that you can do for them.
This could be a few different things, depending on what your business is. If you run a clothing store, you could “promise” to help them look good. Or if you have a lawn care company, you could “promise” to make their lawn stand out in the neighborhood. Whatever the case may be, people always want to hear about what you can do for them.
Incentive
It is also crucial to add some sort of incentive for choosing your business over another. This will help ensure to get potential customers excited about what your business has to offer. This may lead to them skipping further research into another company and instead buying from you on the spot!
This is also a kind of promise, but it could be framed in a different way. This could be a promotional offer, like a buy one get one free. Also, it could be free shipping, no down payment, etc. However, it does not have to be a promotional either. It could just describe why your products or services are better for them than anyone else’s. No matter what you decide to include, make it about them!
At e market designs, we know exactly how to make your entire website (not just the about page) more productful. Not only that, our team of experts can help you to create a digital platform for your company, not just a website! If this sounds beneficial to you, contact Andy at [email protected] to learn more.