Your About Us page is vital.
It’s often the first stop in any user’s journey through a website or blog.
It also shouldn’t be their last, because first impressions count online just as much as they do in the real world.
If your visitors aren’t impressed, you can expect them to leave without reading your awesome content or completing a conversion action (e.g., signing up for your newsletter, making a purchase).
What Makes a Solid ‘About Us’ Page?
Your About Us page should be:
- Informative. It doesn’t always have to tell the whole story, but it should at least provide people with an idea of who and what you are.
- Contain social proof, testimonials, and some personal information that viewers can relate to such as education, family, etc.
- Useful and engaging.
- Easy to navigate and accessible on any device.
That may all sound complicated, but it really isn’t.
The main purpose of your About Us page is to give visitors a glimpse into the identity of either a person or business.
As users discover your brand, they need to distinguish what sets you apart and makes you… you.
This often requires finding the right balance between compelling content and a design carefully planned to look the part.
Conveying your identity in a fun and approachable – but also reliable and informative – way is challenging.
If you know who you are and your goal for your site, the About Us page should come naturally.
However, if you’re looking for some inspiration, you can always check out these 25 examples of creative and engaging About Us pages.
These excellent examples will help you build a personal and engaging website journey. – Read more
Search spend now accounts for almost a third of advertising spend in the UK, and has grown consistently since 2001.
Balancing the marketing mix is a huge challenge facing any CMO or marketer, and it’s no different in the world of search. It can be difficult for brands to find the right blend of PPC and SEO, ensuring that marketers are getting the most out of both. It’s one of the more nuanced choices marketers have to make.
Too much of one or too little of the other and marketers could be in the position of unnecessarily wasting valuable budget or, on the flip side, marketers could be in the position where they are not delivering the results search could be yielding for their brand.
Forward3D’s application and understanding of data has helped to advise clients on their best strategy for success. By having using an integrated approach to strategy, appropriate recommendations can be made to allow marketers to balance activity. For one major airline client, aggregated performance data enabled us to make the recommendation to turn off PPC for brand keywords meaning they could deploy that significant marketing budget for acquisition purposes elsewhere.
So, with this in mind, how do you approach the seemingly complicated relationship between PPC and SEO to yield the best results?
Setting up for success
Without aligning PPC and SEO teams, it’s difficult to implement an appropriate strategy. Although it may seem obvious, many companies still report on search as two separate channels when an aggregated view can add a much greater value. This visibility into integrated search performance is crucial to understanding what impact individual channels have on the overall performance mix.
For example, if paid search click-through rates (CTR) increase then organic traffic might well be expected to drop. However, if marketers report this at search engine marketing (SEM) level, they’ll find that total brand traffic is likely to be flat, as it’s the proportions (and costs) per channel that are actually shifting. Teams need to have visibility and understand how changes in performance at this granular level can impact the entire business as this information is critical when planning budgets or future activity. – Read more
It takes only seconds for visitors to decide whether your website is worth their time.
The internet is teeming with digital destinations where potential customers can find the information or products they’re looking for, and there are certain things they won’t tolerate.
Users will not wait for your images or text to load. They will quickly move on to the next site. Make sure it’s visually appealing, too. A bland design with awful fonts will drive people away. Your website must also include useful information for your visitors. Otherwise, they’ll find it somewhere else.
An infographic from Red Website Design shares tips for creating a top-notch website that will evoke users’ affection.
They include these tidbits:
- Emphasize fast loading times.
- Ensure ease of navigation.
- Make your mission clear right off the bat.
- Provide value for your users.
See the full infographic below for the essential elements your website needs to keep users from searching for greener pastures.
– Read more
Along with FAQ and Contact pages, the About Us page is one of the first supporting pages you’ll likely create for your website, regardless of the industry you’re in.
They may go by different labels—“About”, “Story”, “Mission”—but these types of pages generally serve the same key purpose: to be the go-to page for a brand to say, “This is who we are.”
When a visitor wants to learn more about you or your business, it’s the page they’ll look for.
Unfortunately, About Us pages are too often treated as an obligation rather than the valuable opportunity they are to connect with your customers by selling your story, your vision, your mission, and what makes you, YOU.
What an About Us page is really for
The problem with many About Us pages is they’re an afterthought—a link buried in the footer of a website that leads to a few hastily written paragraphs about a company.
What an About Us page should be is a goal-oriented sales page, one that focuses on highlighting the biggest selling points of your story and brand, making a strong impression on curious customers. – Read more
Every hotel website has a ‘contact us’ page, a page where people can find the most basic details.
Such a passive posture, however, is a missed opportunity for hotel teams to facilitate interaction and funnel a user’s focus while they’re actively engaged.
Customer service is supposed to be at the core of hospitality, yet that “extra mile” ethos doesn’t always translate into the digital sphere. The integration of enhanced contact tools on hotel websites has been moderate, and not just among smaller properties with modest budgets.
L2’s recent Digital IQ: US Luxury Hotels report revealed that while nearly every global hospitality brand analyzed has a dedicated “contact page” on their website, only about one in four allow users to request a call from a customer service agent, and even fewer offer a live chat feature.
Adding more sophisticated contact features offers a competitive edge and leads to direct bookings.
Here are six website enhancements for contact that converts. – Read more
A prospect unequivocally disagreed with a recommendation I made recently.
I told him a few pages of content could make a significant impact on his site. Even when presented with hard numbers backing up my assertions, he still balked. My ego started gnawing: would a painter tell a mathematician how to do trigonometry?
Unlike art, content marketing and SEO aren’t subjective. The quality of the words you write can be quantified, and they can generate a return for your business.
Most of your content won’t do anything
In order to have this conversation, we really need to deal with this fact.
Most content created lives deep on page 7 of Google, ranking for an obscure keyword completely unrelated to your brand. A lack of scientific (objective math) process is to blame. But more on that later. – Read more
Back Rub, Tokyo Tsushin Kogyo, DrivUrSelf, Research in Motion, Sound of Music.
Wonder if these big brands had been as successful if they hadn’t chosen to go by Google, Sony, Hertz Rent-A-Car, Blackberry or Best Buy?
Unquestionably, the name of your company is the face of your brand. It’s the first thing your audience sees or hears about you, so choosing a business name that catches their attention and evokes credibility is paramount.
And in our competitive world today, your name online is what matters as much as it does offline. So, it’s critical to take the time to do your research before choosing your company’s domain name. Consider these following five tips to help you find the winning one:
Pick your domain name BEFORE you register your business
Or do it as soon as possible. Whether you’re scribbling ideas on a napkin, in the early stages of development or a year away from launching a website, register your domain name and hold onto it until you’re ready. – Read more
Small businesses, in particular, can dominate local search if they employ good search engine optimization (SEO) techniques.
However, according to Chris Rodgers, CEO and Founder of Colorado SEO Pros, there problems most small business encounter when it comes to their website copy. He shares the five most common SEO mistakes you can avoid with just a bit of awareness and planning.
Mistake #1: Waiting until after you launch a website to consider SEO
“We have seen more than a few horror stories where small business stakeholders decided to only start looking at SEO after their newly designed website was launched — only to tank all of the site’s existing rankings and traffic performance because proper SEO planning was not at the core of the website redesign and launch,” Rodgers says. Web developers, even great ones, are often not looking at all of the SEO factors that must be considered if you’re going to retain current SEO performance after launch. Rodgers says you need to consider SEO across the board when redesigning or re-launching a website. “The content created, the layout of the site, the information architecture, individual page content, all pages added and deleted, pages with URL changes — and especially 301 redirect mapping — can all have a massive impact on what happens to SEO after launch. If you don’t have an experienced SEO professional involved in the process early, you are rolling the dice. If you have any SEO equity built up, you may lose it all without a chance to regain it.” – Read More
Although all businesses with an online presence should invest in search engine optimization, it isn’t the end-all, be-all when it comes to driving traffic to a professional website.
It’s no surprise that driving traffic to your website is the key to higher conversions and increased revenue. After all, if people aren’t visiting your business online, they certainly won’t be completing ecommerce purchases.
However, it seems as though every business in 2018 has gone all-in on search engine optimization (SEO) to increase traffic to websites.
Now, SEO is an effective digital growth strategy. Google alone drove 72 percent of all global desktop search traffic to websites in the past year, according to Net Marketshare. However, as the internet grows and more companies continue fighting to rank No. 1 for the same keywords, the odds of ranking and driving enough traffic dwindle. Therefore, it’s in brands’ best interest to explore other ways of increasing site traffic.
Before marketers implement a new site traffic campaign, they should first take stock of their current traffic and analytics. Use tools such as Google Analytics and SEMRush to determine where your traffic is coming from, how long users are exploring your site, the web pages and content they enjoy the most, and when during their user journey they typically leave your site. Access to this information will empower you to create a better, stronger strategy on the channels we’ll be exploring and improve your potential click-through rates. – Read more
As we are all aware at this point, voice recognition technology is continuing to get better and better, in fact, it is now believed to be 95% accurate.
As users, we’re adapting to this new voice revolution rather quickly (almost 1/4 of mobile search queries are voice search), yet marketers and SEO specialists seem to be lagging behind a bit when it comes to optimizing for this new way to search.
If you’re in the marketing world, it’s time you start paying attention to voice search optimization to help you show up in search results via this method.
While optimizing for voice search requires slightly different tactics than the search engine optimization techniques we’re used to, they can benefit your website as a whole, regardless of how a person is searching for you, so implementing these best practices is really a win-win. – Read