Storytelling through your marketing gives you a stronger connection to your consumers, offering them a deeper look at what your business is all about and what sets you apart. Your About page is the perfect place to tell your story and get your site visitors interested in your business. If you haven’t paid much attention to your About page, you might be making some easy mistakes that can be corrected. Here are three blunders to avoid and how to fix them.
1. You don’t include any photos
According to Brain Rules, when people hear information, they’ll likely only remember 10 percent of it three days later. When that information is paired with a relevant image, people retain 65 percent of it three days later. There’s no denying that people respond to images. If your About page doesn’t feature any photos, you’re missing out on an opportunity to help the information on your page stick. You’re also missing the chance to show visitors what your business looks like so they can have a better understanding of what you offer and what to expect if they come to your showroom. People like to do their research online and know what they’re getting into when they decide to visit a store these days, and an About page with no photos could discourage potential customers.
Try adding some hi-resolution photos of your storefront, your staff and some shots from inside your showroom. This will give viewers a sense of the product you carry and is also a great chance to show off that vignette you worked so hard on.
2. You neglected to tell your story
When people visit your About page, they want to get a sense of who you are as a business. This means they want to see more than just the address of your showroom or your contact info and hours of operation. A strong About page should also tell the story of your business. This will help you establish a connection with readers and demonstrate your authenticity long before the page visitor has decided to come to your showroom or make an online purchase. Your page doesn’t need to have a five paragraph essay about the history of the business, but you should concisely communicate the backstory and passion that keeps you operating. When writing your brand story, ask yourself why your business was founded, what makes your business unique, what your core values and goals are and what problems you solve and needs you meet. If you can give readers a window into the human story behind your business, they’ll be more likely to become loyal customers.
3. You’re missing a call-to-action
A call-to-action (CTA) is something that encourages your reader to take a particular action. One of the best calls-to-action you can include on your About page is a sign-up form for your email newsletter. If your visitor is interested enough in your business to visit your About page, they might be interested in learning more by subscribing. The newsletter CTA should be concise and give the reader an idea of what they’ll get when they subscribe. Something like “sign up for exclusive sales and trend insight” is enough.
How do you make your About page stand out? Let us know in the comments!
Photo: Unsplash
