Jen's Blog - Rants & Raves...things you may, or may not want to know :)
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Your website is about you and or your company. Your About page is
specifically for detailing this information in a way that separates
you and or your business from the crowd. Let’s face it, there are
billions of web sites, you need all the help you can get - so you
will be noticed and stand out. This is the page that can do it, and
make you stand apart from all the other sites that are similar to
yours. This is why the About page is so
important.
The About page exists to:
* provide your visitors with the essential facts they need to
interact with you or your company.
* gives visitors context for the information can they find elsewhere
on your site.
* differentiate your organization from others like it, and
* gives visitors a reason (several reasons) for doing whatever it is
you want them to do; contact a sales rep., join a campaign, send
money, donate, buy a product(s), etc...
Your About page should provide context and necessary facts, but
should also give the reader compelling reasons to do what you want
them to do. Legal text doesn’t do that and really should be included
on your company policy pages. If you do not have company policy
pages or at least privacy pages, you should. With identity theft
what it is, consumers are reading and relying on company policies
more and more. I will touch on identity theft on another
day.
Does your companies About page achieve all the goals outlined above
- without making visitors click away - screaming, by filling it with
policies and legal text?
Once you know what your visitors want, make it easy to find. Want to
keep your "news release" - (whatever link) in its own section?
That's okay, but link to it from your About page anyway. Don’t hide
things or force visitors to respect your internal
navigational divisions. Give them what they need and quickly. We
always design our client’s navigations, so they are easy to use. So
if you have given us a layout to use, make sure you listen to our
suggestions too, or your visitors may get lost.
Cheers,
 Jen
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