4 Easy Ways to Improve Your Site’s Most Influential Page

4 Easy Ways to Improve Your Site’s Most Influential Page  image iStock 000018490780XSmall 300x1994 Easy Ways to Improve Your Site’s Most Influential Page There’s a good chance your site’s most potentially influential page isn’t carrying its weight.

I’m not talking about your home page, your product page(s) or even your shopping cart page—I’m talking about your “About Us” page.

Yep, your About Us page. The one you threw together in 10 minutes and then forgot about after you launched. And the one that a large percentage of your site’s visitors checks out to help them decide about making a purchase.

Any purchase is inherently a risk: People don’t know if they’ll get the full value of what they buy. And when they are interested in purchasing from you—or even just weighing whether or not to join your email list—they often look to your About Us page for a gauge as to your company’s trustworthiness, responsiveness and commitment.

So your About Us page is important. But how can you change it to amp up your perception of trustworthiness and create a better relationship with your customers? Here are four ways:

1. Tell your story. If we’ve learned anything from Apple, TOMS Shoes and the plethora of “This is how we succeeded” books in the business section at Barnes and Noble, it’s that people appreciate a story.

“Your story” is the reason why you founded your company—the reason you felt compelled to go all-in, risk everything and go for it. Did you start your company because you saw a need you couldn’t help but want to fill? Did you experience a problem yourself that you wanted to help others solve? Putting the issue of “I wanted to make money” aside, tell your story by answering the deepest reason that your company came to be.

2. Connect with your audience. Your company isn’t just about you—it’s also about your customers and your prospective customers. After all, you couldn’t have a company without them!

Part of your About Us page needs to address what you want your customers to get out of your company; how you want your company and your products to benefit them. How do you want your company/product to change their lives? And why does that matter to you? You’ve told them why you started the company—now let them know exactly why you keep building it and growing it every day. This is the place to let your customers know why and how you’re in it for them.

3. Post real pictures. Stock photos are okay for your blog posts, but your About Us page needs to have real pictures of the real people behind your organization.

It’s very easy for consumers to forget that every company, from the smallest mom and pop to multi-national corporations, are made up of people just like them. Put pictures up of yourself and your team to put a face to your company. It shows that you’re proud of your team and proud of the work that you do. In addition, that personal touch makes it easier for people to trust you, your company and your products.

4. Show them your vision. So, now a visitor to your About Us page knows why you started the company, how you want to help them and what you look like. Next, it’s time to talk about where you’re going.

Obviously, I’m not talking about budgets and year-over-year growth; I’m talking about your greater vision for the direction of your company. What goals are you trying to meet? What direction are you headed? How do you see your company helping to change people’s lives and change the world?

Your vision is your opportunity to share your inspired view of the future. As with your story, people appreciate seeing a little passion and a glimpse into your mission. Part of the reason that companies like Apple, Life is Good and Virgin are so adulated is that they inspire people with their visions. (And those are certainly excellent companies to emulate, don’t you think?)

It doesn’t take much to take your About Us page from boring to interesting and purposeful. Make your page more about sharing the real “us” in your company and you’ll garner more of your customers’ interest, trust and loyalty.

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