What’s the second most visited page after your homepage? Take a guess.
Give up?
The About page. People must be really interested in you, right?
Nope, Nobody cares. Really. Despite all of the clicks on your about page.
I think the problem is the name. People care about what you can do for them, not about your company.
And I know that’s hard to hear. Especially in material handling because your company is so awesome!
And don’t get me wrong your product is cool, but people don’t buy a material handling system because it looks awesome or is a neat toy, they buy it because it solves their problems.
The problem is that most companies squander the opportunity to tell how your company can solve a problem and instead tell people about how Uncle Jethro founded this company in 19-dixety-six. He traded the onion tied to his belt for some rack or whatever the story is…..
First step
Figure out what is your customer’s problem. You can be as narrow about this or as broad as you want to. Is the problem throughput or do they need to decrease the cost per order shipped?
What is your customer’s pain? Now make that your introduction on your about page. This is what grabs your prospect and get them to read further.
Step the Second
How you solve their problem
What can you do for them? That’s what you need to demonstrate on your about page. It’s “about” how you can solve their problem.
A great way to do that is take what you did for customer X and demonstrate a way that will solve something for another customer.
You can do that from a short excerpt of a case study, a video or whatever. The key is to make it relatable to other companies that face the same issue.
A testimonial from another customer about what you did for them and concrete results. When you talk about your product or solution talk it about it from a benefit side. Don’t name what your product does, name the problems that it solves
Final Step
A way to get in contact with you. Heck, there are lots of ways to get in contact with you. Your phone number, a button for your your email, a contact page, a button linking to your Linkedin.
Want to learn more about how to improve your about page or your material handling website in general? Contact us today for a FREE one hour consultation! No pressure, no hard-sell. You leave with a bunch of actionable ideas and better yet, I will buy the coffee. Act today get some good ideas and caffeine!