Have you read your ‘about’ page lately? Chances are, it could use a review to make sure it is sending prospects and customers the right message. After all, it is one of the most commonly visited pages of a company’s website.
When getting ready to take a look into your ‘marketing mirror, I would first encourage you to take a look around. Pick 2 or 3 of your competitors and check out their ‘about’ pages. As you read through, jot down some notes on the following:
- How is your company different, and what sets you apart from them?
- Does their story really convey who they are as a company?
- Does the tone and style of their story make the experience personal, and create a P to P (people to people) connection?
Now, take a look at your own website and read your ‘about’ story. What is your initial reaction? This is often the moment of truth for many companies and lately we’ve been hearing a lot of concern about the messaging on this page in particular.
Read through another time, and take out the notes you took from the earlier exercise, are those points shining through here? You may also consider asking a trusted colleague to give an honest assessment and tell you about their takeaways. Did they really get a sense for who you are as a company?
If not, rethink it!