Do You Make this Mistake with the 2nd Most Important Page on Your Site?
If you want your website to convert your traffic into new customers/clients for your business you will need to take special care with the two most important pages on your website.
It will probably come as no surprise that the most important page on your site is your homepage-this is the page that will receive most traffic from the search engines and from where visitors will navigate to other sections on your site.
However many people are surprised to learn that the second most important page on your site is often overlooked when you are trying to build a site that will be a TRUE asset for your small business.
2nd most important page
You may be surprised to learn that the second most important page on your site is your About/About Us page.
The reason for this is simple-if a visitor is sufficiently impressed with what your business has to offer and is seriously considering engaging your services or reaching for their credit card to purchase goods or services from your business they invariably navigate to your About page to satisfy themselves that they have made the right decision.
They are looking for reassurance and your About page is an opportunity for you to confirm that they have made the right decision, won’t regret it and to cement trust with your new customer.
For this reason your About Us page should do a little more than tell your visitors who you help and how you help them..although it should certainly do this. This page should also demonstrate your expertise, credentials, training and convince your visitor that, yes, it is a good decision to go ahead and use that credit card or make that call.
So many About Us pages on small business websites are
- Appear to be an afterthought
And critically fail to reassure the visitor that they have made the right decision in doing business with you.
Three steps to fix your About page
I would strongly advise that you do three things in relation to your About page-
1. Make it reachable with one click from everywhere on your site (you can do this by having it in your primary navigation menu for your site);
2. Use your About page to persuade readers why they should do business with YOUR business by giving some information about your expertise and qualifications and most of all..why they should trust you and your business.
3. Use a picture of you or some person-give your business a human face as you have a much better chance of overcoming the “trust” barrier that is your biggest barrier to sales online.
Don’t make the mistake of underestimating the importance of your About page on your website.