Your About Page
On the web you can’t communicate with customers and partners face to face. However you can still influence them with your website design and content. The home page of your website is like a new suit that attracts attention. It generates a client’s interest in your show, but for them to make a decision on whether or not to book you they need to know more about you.
The Necessity Of The About Us Page
The About Page is a powerful tool to reach your target audience. Remember that potential customers would like to know as much as possible about you and your business. Nobody wants to trust their money with unprofessional and unknown organizations.
Having a good About Page is a crucial component of success.
The About Page is one of the most overlooked pages in development and one of the highest ranked pages on many websites. In a world that’s becoming increasingly connected through the Web, it’s important that you engage your audience in a personal and friendly way, otherwise you risk just being another faceless entertainer among a sea of similar entertainers.
A great way to distinguish yourself from the crowd is to have a truly unique about page.
A large photograph of yourself can leave a lasting impression in your users minds if it’s done well.
The more we use computers to communicate, the less face-to-face interaction we get.
The best about pages I’ve found were the ones that had a lot of information but were well organized, making them easily digestible. When faced with the task of creating an about page, it’s easy to get overwhelmed and put it off indefinitely because the subject you are dealing with is yourself. It is a subject we know more about than anything else and it can be difficult to know just how much and how little we should tell the world about ourselves. A good about page must be informative.
The Importance of a Good Contact Page
A contact page is often overlooked. How many times have you visited a website, wanting to get in touch to complain about a product or service, or ask a question? And how often have you struggled with a contact form?
First step first: the location of your contact info. Having the best contact page in the world is no good if visitors can’t find it. Keeping some design conventions in mind can help your visitors out.
Generally speaking, contact information can be found in two places:
Primary Navigation is an ideal location for a contact page link. Visitors usually look for contact information on the right side of a page because it is seen as an element of secondary importance. For this reason you’ll commonly see the contact page link as one of the last elements within site navigation.
You might also see a smaller sub-navigation in the top-right corner of the screen. This is also a valuable position for the contact page. Saying that, placing a link to the contact page in a drop-down menu might best be avoided as it could easily be overlooked.
The Footer is also a popular location for contact information.
Contact Page Essentials
Now that we are confident that visitors can find their way to the contact page, it’s time to think about the actual content. Let’s start with the basics and take a look at information which should be present.
Email Address / Contact Form
An email address is the easiest way to contact a business online. Alternatively, you could use a contact form that sends an email. Via a contact form you have more control over the content (required fields) and it can prevent spam.
An email address should use the mailto link. This allows visitors who click on it to send an email without first having to copy the destination email address and open an email client. One issue can arise with this technique however, in the form of spam robots picking up email addresses associated with a mailto: link. Therefore, you may want to think about first obfuscating email addresses using a service such as mailtoencoder.com.
Displaying a telephone number conveys a sense of trust. It is often seen as a sign that this is a real company, which can be really helpful for online shops.
On a related note: telephone numbers should also be interactive. Thanks to a little piece of code, smartphones can recognize telephone numbers, making them callable. This is really handy for mobile users.
A lot of websites are starting to add social media buttons to their contact page. Although this will probably not benefit every site, for some visitors it can be a real added value.
In today’s consumer centric world, social proof is the new marketing.
In fact, social proof is one of the key elements in building an awesome brand. And there’s no better social proof than customer reviews.
An experiment conducted by American social psychologist, Stanley Milgram, further proves the power of social proof.
Milgram and his team gathered a group of people to stop in a busy street and look up at the sixth floor of an office nearby where nothing was happening.
The results showed that 4% of passersby would stop to join a single person staring up. However, when there were 15 people staring up at the office, that number jumped to 40% of the passersby. Overall, 86% of passersby would at least look up to see what everyone else was looking at.
If your business doesn’t yet have testimonials, ask your clients to send you some. Just shoot them an email asking to send you a short testimonial on how they liked your product.
Want to know a really great way to damage your credibility? Create fake testimonials.
By the way, when using testimonials, try to arrange the testimonials so they highlight different aspects about your product or service.
Where should you put your testimonials? Some people like to create a sidebar full of testimonials. Other people like to pepper them throughout the page when it’s appropriate. Even others use both approaches. I’ve seen them all work equally well. The most important thing is that they are there.
Avoid the Fluff
Testimonials should be approached in much the same way you approach any other advertising copy.
Most testimonials tell the world how good you are or how great your show was. That’s a really nice balm to the ego, I know, but it’s not going to help you book more gigs.
You’ve heard people ramble on about how your marketing copy should speak in terms of benefits and not features? Well, a great show is a feature not a benefit.
Customers typically are not interested in the features of your product or service, at least not directly. When you think about the cell phone industry, for example, telling people that you have a high resolution camera is one thing, but the reason why they would be interested in such a camera phone is because it is able to take good quality pictures. That’s the benefit.
Similarly, telling potential clients you have a great show, either directly or through testimonials, is never as effective as telling them what a great show will DO FOR THEM.
You don’t want the testimonial saying you were funny and entertaining. You want the one saying you kept the kids enthralled for an hour and Johnny is still talking about your show a month later. See the difference?
It’s also really good to have testimonials that overcome objections.
For example, a testimonial that starts out saying they were worried about cost/time/appropriateness/professionalism/whatever, but were gratified to discover their worry was unnecessary, can be worth its weight in gold.
The bottom line: You want to potential client to read a testimonial and think, “Yea, that guy is just like me. So if he liked it, I probably will too.”