How brands can enhance their About Us page content
Siege Media have critiqued 50 ‘About Us’ pages to establish what makes them effective, and created an awesome infographic to display their findings.
Their overall conclusion was that brands should stop treating About Us pages as stagnant repositories for basic company information.
Instead, content marketers should look to include new features and techniques to keep things fresh and conform to customer preferences.
Let’s look at some of their key insights and what they mean for your content marketing strategy:
- Customers who view your ‘About Us’ page spend 22.5% more than those who don’t. The importance of About Us pages is seriously underrated. Many companies would benefit from regarding this page as another component in their sales funnel.
- Users spend 80% of their time looking for information above the fold. Customers won’t spend ages trawling through About Us content to find the info they’re after. So, put your winning pitch front-and-centre.
- Customers prefer to read positive benefits 72% of the time. Nobody wants to come across as a negative Nancy, so a shift towards content that’s benefit-driven certainly wouldn’t go amiss.
- Emotional response is two to three times more likely to influence buyer intent than other factors. Companies should weave in a greater sense of emotion, that mirrors customers’ pain points and their joy in resolving them.
- Customer testimonials increased sales by 34%/72% of people say positive reviews make them trust local businesses more. Your company voice has authority, but UGC in the form of customer statements will help you gain more trust.
- Adding a CTA towards the bottom of the page can increase conversions by 300%. Too many companies skip the contact/purchasing option in their About Us page content. However, in doing so they’re clearly missing out on a potent revenue stream.
- 51% of people think “contact information” is the most important element that’s missing. It’s another simple addition that too many content marketers forget. Think about including your contact info as a footer across all pages.
Who’d have thought you could gain so much insight from one (not so) little infographic? Check it out for yourself and see what conclusions you draw:
Space X shows content marketers should embrace failure to emphasise innovation
For those of you who haven’t, Elon Musk’s inter-planetary enterprise compiled a short video containing footage of their worst crashes and malfunctions – all set to the Monty Python theme tune.
My gut reaction was somewhat predictable. “Why on earth would they put out a video that’s sure to scare the bejesus out of anyone who was looking forward to jumping on the first private ride to the moon and back?”
But, the more I gazed into the inferno, the more I realised how clever this is. Then I thought about how it has massive ramifications for content marketing.
Essentially, what they’ve done is embrace failure to emphasise innovation.
Everyone knows landing a rocket on an ocean-bound barge has never been done before. So there will obviously be multiple failures before success.
So, by being forthright about their development process, they’ve hammered home just how new and innovative their product is. Even better, they’ve done it while giving everyone a laugh along the way.
You can tell a similar story through your own content marketing. Show how you suffered through multiple pain points to develop a solution. Then explain that you did this so your customer’s don’t have to endure it too!
Not every piece of content you produce will be a show-stopper, but giving up should never be an option. Whenever you realise you’ve created a piece worthy of your own metaphorical blooper-reel, see it as a chance to innovate by identifying the issues and coming up with a strategy to solve them.
Spotted in the news…
Museum lovers were shocked – and then charmed – by the Twitter ‘spat’ that erupted between London’s Natural History Museum (NHM) and Science Museum (SM) last week.
@bednarz initiated the stand-off after asking which museum would win in a hypothetical fight and why. Choice snipes included NHM claiming “We have dinosaurs. No contest.”
To which SM retorted “@NHM_London is full of old fossils, but we have robots, a Spitfire and ancient poisons. Boom!”
By EoP, peace was declared. However, Twitter users around the world had already become entirely enthralled. The lesson? Authority on a topic is an asset. Sharing useful or interesting knowledge is a sure-fire way to generate a real buzz about your company.