Did you know that it takes .03 seconds for someone to decide whether or not to purchase your product or service when visiting your website?
I'm a little more forgiving than that, personally, but this means that you have a very narrow window to impress that potential client or consumer before they move on to your competitor.
Obviously, it's important to have a well designed, easy to navigate site; but, do you want to know the most vital thing your website needs?
Get ready for it.
Your website needs to have a clearly articulated 'About' page that introduces you, the owner, tells your company's story, and explains in a succinct way how you can serve that client or consumer.
More often than not, I leave a website when their 'About' page is empty or a basic reiteration of what's on the main page. If I can't get to know the face behind the business or even see a real person attached to a brand, then I'm not invested. On the other hand, when there is a face, a well written bio, or an interesting story behind how the company got started, I'm way more in tuned to what they do and who they are. It cultivates brand loyalty.
So, quit losing business, because you don't want to be in front of the camera or talk about yourself! People don't buy from businesses, they buy from people, and they want to know about you and your story.
With all of that being said, I leave you with five easy tips for a better 'About' page:
1. Have a clear, well-lit, and professional headshot (not a selfie!).
2. Break up text. Don't just write one long paragraph after the other; make it interesting for the reader to follow your 'About' by using headlines, body text, as well as Bold or Italics to make certain items stand out.
3. It doesn't have to be super personal. If you feel like writing about yourself is really hard, then just focus on the story of how you started your business or brand and go from there. You don't have to divulge every personal detail of your life to get people to like, trust, and know you.
4. Create a call-to-action. Whether it's sending them to your 'Contact Page', inviting them to 'Learn More' via your 'Services' page, or encouraging them to say hi through email, you always want to tell them where to go next, so they stay on your site longer (which means they are more likely to turn into a sale!).
5. Explain what you do, but most importantly, share why you love what you do or how your product or service can solve a consumer's problem or make their lives easier.