![]() ![]() Those team members typically have tons of information on what types of questions are asked, what concerns are voiced by prospects, and what goals are expressed. Qualitative research - talking to your team members who communicate with prospects day-to-day.Quantitative - reviewing website analytics for the various segments of web visitors and analyzing visitor behavior with heat maps or visitor recording.Start by identifying the different classes of web visitors to your site through both quantitative and qualitative research. The problem with that approach is that you aren’t considering the needs and motivations of the people who will be using the site - your web visitors.Įmpathy is the key to an effective B2B website design. Make it a top level heading in your main menu, as this is where people will be expecting it.If you don’t understand the mindset and intent of your web visitors, then how can you create a site that engages them?Ī lot of businesses make the mistake of building a website from the “inside-out.” The company stakeholders all get together and decide what they want on the site. Make sure your About Us page is easy to find: About Us should not be a sub menu, and don’t bury it somewhere in your resources section. You could also put a mailto link in the final paragraph so people can email you directly from the page.ġ0. Put a contact form in your About Us page, or put your contact details in your site footer. Make sure there is a way for people reading the page to contact you: Don’t make them navigate to the “Contact Us” page. Don’t be afraid to put recent achievements in your About Us page text, if you’re regularly reviewing content, you can be sure it will always be kept up to date.ĩ. Make your About Us page a living, breathing page : Many companies create web content and then forget about it, but it’s important to make sure your web content reflects your current positioning, and that your About Us page is up to date. ![]() Don’t be afraid to brag….a little: Have you won an award recently? Do you have an outstanding member of staff that has been recognised externally? It’s okay to mention it, and to even throw in a logo or photo.Ĩ. Why not weave them in to your About Us page text? Like your staff, your customers are your brand, so make them part of your About Us page.ħ. Involve your clients: Customer quotes don’t just need to be saved for a page dedicated to client testimonials. Why not ask employees to give quotes about why they joined the company, and why it’s unique?Ħ. Get some quotes from inspirational people within the business: This may be the founders, but you may want to do something different like getting quotes from some of the people in the photos featured. Once again, people buy from people – especially real people that they can relate to. So get creative and get some photos of a real-life day in your company up there. A company is not just about its founders and management – it’s about everyone at the company. ![]() Don’t just tell us, show us: So few About Us pages have photos and graphics. And then they tell us why they’re the best at it.Ĥ. They tell us why the founders and staff are passionate about what they do. Don't talk products.talk solutions: The best About Us pages don’t wax lyrical about products, they tell us exactly what problem the company was founded to solve. Have a few people who were there from the very beginning read it and ask them to contribute.ģ. Don’t worry if your story doesn’t sound interesting compared to the Steve Jobs or Richard Bransons of the world. It may sound cliché, but people buy from people – so tell them all about your brand’s humble origins. Tell your story: Every brand has a story, and we’re willing to bet yours is more interesting than you think. If you can’t say it in a sentence or two, then it’s time to schedule a meeting to discuss positioning.Ģ. So make sure you start out by telling people exactly what your company does. If your homepage hasn’t been successful in describing exactly “what you do”, chances are people are going to head straight to your About Us page to get a better idea. Make sure you start by describing what you do in one paragraph….or, better yet, one sentence. With this in mind, I've put together 10 steps that I hope you'll find helpful when endeavouring to write or improve your About Us page:ġ. It doesn’t matter if your sales cycle is a week or two years long – your About Us page is likely to be next in line only to your homepage in terms of web traffic, and it’s often one of the first things a prospect will see when researching your company. With 94 per cent of B2B buyers saying they conduct some form of online research before purchasing a business product, isn’t optimising your website, including your About Us page, a no brainer? Originally published on the C03 blog for The CommsCo. ![]()
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