The secret to digital marketing success is a core branded online destination that communicates a brand promise consumers trust.
Your goal as a digital marketer or business owner is to give consumers a variety of ways to access your website where they can learn more about your brand, gain trust in it, and ultimately, make a purchase. The further you spread your online tentacles from your core branded online destination (i.e., your website), the more opportunities you have to put your brand in front of the right people at the right times.
Think of it this way. What is the first thing you do when you come across a brand on a website or blog offering a product or service that can solve one of your problems or improve your life? Most people find the company’s website so they can learn more about it. What does the company do? What do they offer? Can I trust them? If the answer to that last question is yes, then the person just might buy something, and that’s the ultimate goal of digital marketing.
To achieve digital marketing success, your website needs to answer those questions quickly, succinctly, and easily. This is where your website’s About page becomes absolutely critical. Think of your About page as the place where you can tell consumers exactly what you do, what you offer, and why they can trust you. Here are three things you need to include on your About page for it to be truly effective.
Few people trust a faceless and nameless business unless it’s operating under a very well-known brand name. For small and mid-sized businesses that don’t have strong brand recognition in the marketplace, the About page of their websites is where they can humanize their companies.
Don’t just list names and job titles. Instead, you need to explain who the real people are who will be providing the products and services consumers purchase from the company. Include pictures of key employees along with biographies that communicate expertise and credible reputations. Link to each person’s LinkedIn Profile to support any experience-related claims. If people can trust your employees by getting to know them a bit on your website’s About page, then they’re far more likely to feel comfortable buying from you.
How many times have you visited a company’s website, read their mission and vision on the About page, and felt compelled to make a purchase. For most people, the answer to that question is never. A great About page doesn’t include corporate rhetoric or mission and vision statements that consumers don’t care about. A great About page tells a story that gives your brand meaning to visitors and appeals to them on an emotional level.
Consumers are far more likely to trust your company and make a purchase if they understand how long you’ve been in business and why you’re in business in the first place. They want to know you’re in it for the right reasons and are truly there to help them. You can explain this when you tell your story, but you can’t convey it in a mission or vision statement.
Don’t feel like you have to fit everything on your About page. Use links to provide supporting and useful information such as your contact information (link to your Contact page), privacy statement, security information, and so on. Each of these links adds to the level of trust that consumers will have with your company after reading your About page.
In addition, use links to further support your claims in your About page. For example, link to news articles and videos about your company. Include links to your social media profiles and pages so people can learn more about how you interact with your online community.
Just be careful not to be self-promotional on your About page. Links should act as proof that the story you’ve told on your About page is true to further build trust. They should not sound like you’re trying to sell anything. There are other pages on your website for that purpose