The about page on a website is a necessary page for any website. This is the page that contains a short biography of yourself and the purpose of your website. It’s important to keep it both friendly and professional in order to make your company seem welcoming.
On the search engine optimization side of explaining why the about page is necessary is the fact that search engines do look for this page. For example, if if exists and Google picks it up, it may become a site link. A site link in simple terms is where your search engine listing has several links listed that Google believes may be important for people needing to know about your services.
Why do you tell friends about a particular website?
- It was new and cool (who doesn’t want to be the first to discover the next greatest thing)
- It had great prices
- It had something unique to offer (information, products or services)
Landing Page Testing to Reduce Frustrated and Confused Visitors
Have you ever visited a website looking for a particular product, but found upon arriving that you have the name wrong? Perhaps you search the site, browse categories, and click random links, but you can’t find the product you’re looking for because it’s listed under a different name and the website hasn’t offered any clues as to where it might be found.
Helping Customers Take The Next Step
If you operate an online business, you want to make sure your customers never experience this kind of frustration. In Chapters 14 and 15 of “Always Be Testing” by Bryan Eisenberg and John Quarto-vonTivadar, the authors help you develop a strategy to meet customers where they are and to help them take the next step, no matter where they are in the buying process.
One of the most important things that any business can do is to understand their target market. Knowing the way they think and what they value is very important information for your online business.
But, how do you go about understanding your target market? Everyone’s target market is unique to their business. However, there are several universals you can apply to help you identify your target market and then to use the information to improve your website’s conversion rate.
The experience a visitor has on your website can have far-reaching implications. If a particular user has a great experience he might tell his friends, blog about it on his website, post a positive status on Facebook, and post a review on your site. If he has a terrible experience, he can just as easily use all those venues to destroy your reputation.
The most important message a home page must deliver (after explaining what the visitor can do, buy or get on your site) is The Reason for doing business with you instead of your competitors (this is called your Unique Value Proposition). Notice I didn’t say The Reasons for doing business with you.
When a visitor comes to your site, they come there with a specific purpose in mind. Even though it would be fun to just surf around the internet finding new and interesting sites, most of us have pretty severe time constraints. Visitors need to know right away if your site is the place where they can buy the product they want, answer their question(s), or get them the information they need.
I’m going to be starting a series of articles about how Carl and I go about a Conversion Optimization and Website Usability review. Today I’m going to start with how our reports get produced.