Hello and welcome back to “How to Capture Your Online Audience”.
I mentioned in my last post on website content clarity that this topic would be extended into a miniseries because it’s one that can seem either frustratingly opaque or way too obvious. For a more productive outlook on site design, remember that your site visitors don’t just need a nice place (page) to land, they need a next step.
One way to turn your site browsers into real buyers is with an attractive “About Us” section. You are the service provider and the visitors need something done (that and your online reviews are why they’re visiting in the first place), but why should they feel more comfortable with you than the other guy/gal?
For any size or kind of business, having your customer reviews and your mission statement mesh lends more credibility to your current and past customers’ feedback, and illustrates that you don’t just say, you do.
If you are a local business specifically, a “meet me” invitation like the About Us page also presents you the opportunity to establish a stronger connection with your prospective customers before they even pick up the phone or shoot you an inquiry. Local businesses can use personality and approachability to highlight their statuses as community companies, while larger-scale businesses can add a valuable personal touch.
Tips for an inviting “About Us” page:
- Write like you’re conversing. This series was inspired by short online attention spans, so avoid writing tomes when you’re trying to entice readers. You don’t need a novel chock-full of details that could (and probably should) be addressed once you’ve actually gotten the customer engaged in dialogue about their project.
- Give choice details on how you got started, and why you’ve never stopped. If superhero blockbusters are any indication, people like origin stories. While sticking to your short ‘n’ sweet format, tell your prospects why you do what you do, and why they can trust your expertise.
- Introduce members of your team (with visuals). Even in the age of advanced technology, there’s no substitute for a friendly human face for instantly establishing stronger rapport. Using more than words to introduce yourself to your customers shows confidence, too. Here’s a nice introduction video example, and here’s a great page from one of our very own local businesses. Walking or calling into either business, you’d feel like you’d already met the owners and crew — and that’s powerful.
I’ll be posting the third and final installment next time: the “Contact Us” page. Your prospects came, they saw, and now they want contact. Find out how to make this crucial transition as easy as possible for the people who want to pay you.