Getting the word out about your business is crucial to its long-term success. But many companies create obstacles between their prospective clients and the information they need to make a buying decision.
Making it easy for customers to learn about who you are, what you do, and how you do it eliminates the friction that could hurt your sales process.
This makes it easy for current and future customers to get to know your business at their convenience, which enhances the experience they have with your brand.
Beyond the About Page
The standard best practice has been to create a basic About page on your business website. But you can easily miss the mark and overlook key opportunities that your About page can provide.
Create an About page that works as a single resource for your customers to learn about your business. Go beyond the facts related to your business and its team members.
Your About page should also focus on the needs of your customers. It should demonstrate your skills and expertise alongside the value you provide.
In today’s competitive marketplace, it’s harder than ever to set yourself apart from your competitors. Your About page may be the only chance you get to help prospects learn about what you do.
Incorporate other forms of media alongside your text-based content. Use video and audio media on your About page to engage visitors while educating them on the services or products you provide.
Email Campaigns Grow Customer Relationships
Many of your website visitors may not have the time to go through all of the information you’ve shared about your business. Use a simple email marketing strategy to help them learn more about what you do at their leisure.
Most businesses use email marketing to nurture prospects towards a sale or upsell additional products and services.
But you can also use it to give your customers more information that positions you as the obvious solution to their needs.
Your About page should include an opt-in form in the same way that your Home page or other parts of your website do to generate leads.
But this can be a separate list whose sole purpose is to provide more information about your business.
This lets you deliver your content over time in formats that are easier to consume rather than expecting customers to read your entire About page in one sitting.
Best Practices for Demonstrating the Value of Your Business
How you deliver your message is just as important as the channels you use. Consider the questions and possible objections that prospects have when learning about your products and services.
Create a list of these questions and objections before developing your content. Then address each one so that visitors have no doubt about your ability to deliver what they’re looking for.
Your communication must be professional but personable. It must be specific to their needs while providing options they can choose from.
Be sure to include information related to costs, as this is one of the first things your potential customers want to know.
Making it easy for customers to learn about your business is one of the easiest and overlooked ways to boost your bottom line.
What strategies have you used to help your prospects learn about your business? What hasn’t given you the results you need to achieve growth in your industry? Let us know in the comments.
Your target audience wants to learn more about what you do. Delivering that information enhances your brand experience and leads to more sales at a lower cost to your business.