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Increase “About Us” Page Conversions: The Second Most Important Page On Your Website

about us page to increase conversions

At first, it may sound very insignificant. But looking at the website statistics, about page holds the title of second most significant page of any website. It’s one of the most commonly visited pages of the website. Yes, yours, mine and even Bill Gates’.

What makes it so significant?

When you want to know more about a company, what do you look for?

It’s About Page. It helps customer to get a deep insight into the company. Simply putting it, an About Us page informs the visitors about the business you do and how you do.

It’s like online shopping. You check the product description and consider its specifications before buying it. Same implies to the About Us Page, if users like your efforts and services, they’ll hire you and get the work done by you.

Nicely presented about page means drawing a potential customer. In short, improved conversion rates. It holds the potential to seal the deal with customers.

So, let’s find out what makes About Page so significant and how it can help you increase conversion rates.

“About Us”

About page is not about ranking, it’s about the “story” of your company. From compelling backstory to present hard work, achievements, and struggles to future goals. State your “Brand’s Story.”

Storytelling:

Blake Suarez about

Image Source: Blakesuarez.com

Stories maintain the milieu of curiosity, engages the customer and ensures they will explore the whole page. Blake Suarez is an ideal instance of how to craft your material in such a way that it defines the story as well as work.

It works as an atom of the business, gives you shape, strengthens the bonds, and builds trust. The inspiring and heartwarming story results in trust-building. Nobody’s going to spend their money before they trust you.

Relatable content and a realistic picture are what establishes the trust between customer and company.

Confused to represent your story? Be honest and let your company’s mission earn you customers. If effectively depicted, people would love to collaborate and work.

For being effectively depictive, you need to answer some simple questions.

  • Who Are You
  • What Do You Do
  • When Did You Start
  • What Do You Do It For
  • Why Should They Trust You

With all the answers, you drive engagement and trust. Remember, it’s About Us not About You and don’t forget to be clear about your services.

How About Page Can Increase Conversion Rate:

Your brand story is the secret formula to increase conversion rate. How?

With defining your brand story, you sold your impression and quality of work to the customer. And with trading your work impression, you earn quality conversions.

Crafting the ideal About Page is easier said than done. Only a balanced striking hit will attract the customer or overlook your service. So, here are some significant elements that power about page and increase conversion rate.

Elements That Power About Page And Increase Conversion rate:

As its the point of contact for customers, it should be pictured in a manner that looks like you in real life. It’s supposed to be authentic, compelling, and creative— it’s the only free chance to convince site visitors that you can deliver whatever they came to find.

Here are 5 significant elements that power the about page and craft a high-converting about page:

  • Headlines & Content
  • Creative Design
  • Images
  • Call-to-action
  • Success Ratio

Headlines:

What describes you?

Your headlines & content! It is the basic and most important thing to start with. It should be remarkably to make your visitor curious enough to continue on the page.

With boring headlines, visitors won’t even continue with the content.

The headlines must not be too pushy, it must be customer winning. It should state the benefit of selecting you and how you are different from the crowd.

To write customer winning headline, use the formula we call “CRV”. Clarity-Relevance-Value proposing; Be clear, keep it relevant and propose your vale.

Here is an example from one of the famous companies around the globe. Twitter does their job candidly, it conveys itself precisely and leaves you curious to know the company further.

twitter about us

Image Source: Twitter.com

Here is one more example of a headline from Bulldog Skincare. It engages with its targeted audience and decently conveys its message.

bulldog skincare about

Image Source: Bulldogskincare.com

Looking forward to content, be transparent and authentic. Customers need a story, not any kind of promoting content. Content must be well-crafted with conversion increasing strategy. Compiling content will enhance the inbound of your business.

Creative Design:

After talking about headlines, it’s time to look for an innovative design to leave back a mark of caliber. Creative design can be counted as a shortcut to high-converting About Us page. Because it draws attention, leaves back an impression of quality plus uniqueness.

Studies indicate that product assessment takes about 90 seconds. In those 90 seconds, first impressions are about 94 percent design-related. And 75 percent of users will judge your brand credibility based on your website design.

First-time visitors do not come with an intention to buy, rather than for investigating options and comparing you to others. If your design leaves an impact of excellence, you may welcome a new deal.

Minimal design is the classic and timeless designs that could help you reach customer’s core. It makes easier for customers to get familiar with your brand and also creates a level of curiosity. You convince your customers to explore the page and reach out to you, wherever they are ready to take services.

Here is an example from ToyFight, who nails the visual experience and defines the story in a creative manner.

Images:

Humans understand the language of images far better than words. 

Have you read comics?

Undoubtedly, Comics is the best source to read stories. The images make it pretty attractive and simpler to connect with the words and know the character of the story. 

Same goes with about page, images tend to connect with user much more emotionally. It drops the time for the user to know your brand resulting in quick engagement.

Your brain processes visuals 60,000x faster than it takes to decode text. Images make it easier to represent the perspective of your brand. And can be counted as an ultimate storyteller. You can use your own photo, team photos, logo, or a short video that promotes your business.

According to a report from LinkedIn, it shows how a profile picture can create a change. It could boost up to,

  • 21x more profile views.
  • 9x more connection requests.
  • 36x more messages

You can choose your unique way to represent photos of the team and individual members like Franklyn did. At first glance, it may seem a bit incomplete, but eventually, it’s enough to win over a potential customer.

Franklyn team

Image Source: Franklyn.co

Call-to-action:

After explaining to visitors what you serve, displaying your mission and outlining your company story, what’s left?

It’s CTA, the most effective and golden buzzer to gain potential customers. Effective CTA adds value to the user. It’s the easiest at the same time, most neglected way.

Remember, you are not selling your service or product at this point. Instead, you are selling impression and caliber to work. 

Go ahead, pitch in a creative manner.

For pitching customers, you must serve them the taste of profit. Craft your CTA in such a way that it works for customers to know you better. An effective CTA should surround your conversion goal.

 Use phrases like:

  • Let’s start a new project together
  • Claim Your Free Trial
  • Follow the Magic
  • Sign up to drive
  • Go Premium | Play Free

Here’s a great example from Unicef,

unicef cta example

Image Source: Unicef.org.uk

It showcases the strong, eye-catching and motivational CTA. Instead of merely asking users to donate or help out, it explains the results of a specific fundraising scenario in order to inspire and drive action. Another thing to notice is the placement of the CTA. Strategically positioned CTAs strikes the visitor at the right place and right time.

This way, it would give visitors a sense of direction and make them click immediately.

As they click, you get one step closer to crack a deal. So, the final step would be placing a contact form.

Increasing the number of email registrations is like increasing the amount of oxygen for the company. A single email can be worth hundreds of dollars. Never miss any chance to add more and more subscribers to your list.

You can add more than one CTAs to your about page so that the chances to conversion increases. If not one, then the other would attract visitors to enroll in.

Success Ratio:

After visitors start trusting you, success ration, clients, achievements, and testimonials prove you as a worthy service provider.

It stamps you as a trusted source and boosts the conversion rate. MuseFind explains that 92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement.

We can say it’s an echo of your company. And this echo can profoundly influence the new visitors for choosing your brand over others.

Add audio, videos, or social media comments in an appealing manner that users eye gets stuck to the point where you want to. Bizzbo did it very beautifully. Making it minimal, highlighting their customer reviews they can easily win visitor’s trust.

bizzabo testimonial

Image Source: Bizzabo.com

Take full advantage of impressing visitors and make your customers trust you more.

Final Thought:

Recap from the quest,

  • Highlight Headlines
  • Apprise Story
  • Creative use of images and design
  • Effective CTAs
  • Showcase your strengths and success ratio.

All these things are tried and tested. It’s your turn to make your about page capture more conversions. Avoid irrelevant things and keep it authentic as well as professional. 

Heatmap: Visual Analysis Tool

Heatmap

Content marketers are constantly looking for ways to evaluate the success of their marketing efforts. It is important for every organization to access the success or failure of their digital marketing efforts. 

In today’s digital era organizations are constantly investing in ways to attract customers. Gone are the days when the customer would walk to your store, today every product or service is delivered at the customer’s doors. 

The increase in competition has forced organizations to work hard and attract consumers. Bounce rates, conversion rates, click-through rates, and customer engagement are the new metrics of marketing success. An important tool in measuring this success is Heatmap: Visual Analysis Tool.

heatmap visual analysis tool

Image Source: Unknown

Yes, you are successful in bringing a visitor to your website through targeted online advertisements. But what if you are not getting enough conversions? Why are the users not clicking on the demo button? Why are there no marketing qualified leads generated? Where are the sales?

You know that your CTA is working perfectly. There is increased traffic on your website. The digital analytics page also shows favorable statistics. Then what is wrong? 

A very important part of search engine optimization is that of tweaking the website to the visitor’s needs. Focusing on what will engage a visitor on your website is the key.

It is crucial to know what areas on your website are working well. And what areas need improvement. Most users spend not more than a few seconds on a webpage. It is important that you attract and engage your viewers from the first second. 

The amount of time a user spends on your website informs you of the usefulness of your website content. Google ranks pages with high user interaction higher. It tells google about the quality of your website content. How deep the user goes in your website is an important factor that should be considered by all marketers alike. 

google page heatmap

How people view Google Search Results Page / Image Source: Unknown

It does not matter whether you are making a landing page, home page or product page. The amount of time the user spends interacting with that page can tell you a lot about where the problem is. 

Google analytics measure bounce rates and tells website owners how much time is an average user spending on their website. A high bounce rate means that they leave very fast. A low bounce rate means that they are interacting with your website content. 

Imagine if you could see where the user is moving on your website. If you see where they click. What if we said you could see their activity instantly. Track their movements on your website live. That is what a Heatmap is. A visual analytics tool that tracks every activity of visitors on your website.

Heatmaps are used to analyze how each visitor moves on your website. It radiates sections of the website that is most engaged with. When multiple users interact with the same area on your website Heatmaps pick that up and highlight that area. 

This information can be instrumental in developing successful campaigns and optimizing your website for lower bounce rates and better conversion rates. Knowing which Call to Action buttons works best on your website or landing page is crucial for future successful campaigns. 

Success in the online world is based on how well you can connect with users. Visual analysis is an effective way to find out what connects with your users. If can be instrumental in placing your website content strategically.

Getting the ad placement right plays an important role in the success of your ad and call to action campaigns. Visual analysis improves the usability of your webpages. It gives direct consumer inputs to better design your websites. There are softwares that help you analyze this visually. They display the hot and cold areas of your website. 

Google analytics provides business owners with heatmaps of their webpages. They provide visual reports and individual session recordings that inform you where your users are coming from, which areas of the website are they navigating to and where they get stuck. Instead of using paid software you can achieve the same level of tracking by using your google analytics account for free. Follow this detailed tutorial to find out how to set up heat maps visual analytics with the help of your google analytics account. 

Another visual analysis tool, Crazy Egg also facilitates A/B testing of your webpages. Helping website designers and developers to make data-backed decisions about the right color, images, copy, or content placement. Tools like this can drastically improve the performance of your webpages. 

There are three main types of heatmaps that aid visual analysis of websites:

Mouse Movement Maps

While surfing online, users use their mouse cursors to navigate. They hover over various parts of a webpage until they find something that attracts them. Knowing where your visitors hover on your webpage and where this hover trail ends can tell you a lot about their experience.

The closest to eye-tracking tests, mouse movement heatmaps is a tool that represents mouse movement of all visitors. It tracks how users read and navigate your webpage. It also provides concrete data about how many visitors hover over a particular area on your webpage. 

mouse movement map

Mouse Movement Heatmap / Image Source: Hotjar

Is the free delivery sticker getting enough mouse hovers? Is your money back guarantee badge getting enough visitor attention? Is your latest product offer attracting user attention?

These are a few of the many questions that mouse movement heat maps can help answer. 

Mouse movement heat maps are instrumental in understanding how users interact with your content. It can help you identify which visitor converts into a sale and which don’t. Further, this input can be used for effective and efficient A/B testing of your digital marketing campaigns and designing your landing pages for the same.

Scroll Maps

Every website is a collection of product, service or company-related content piled up one on top of the other. Website designers, developers, and content writers are tirelessly working on optimizing the entire journey of a visitor from the top section to the bottom of the page. 

As a business owner, you would want to understand which sections of the webpage are users spending the most time at. The goal is to navigate the user to the most important sales-generating areas of the website. 

Scroll maps inform you statistics about how much a user scrolls down on your webpage. It informs how well is the header image working to engage visitors? A scroll map typically displays the percentage of users abandoning your website at different levels of the webpage. 

scroll map

Scroll Map / Image Source: Hotjar

Product pages with important information are longer than expected. A scroll map helps you assess the effectiveness of your content. If a user scrolls down below the fold that means your content is engaging and the user was interested enough to scroll down the page. 

Scroll maps also give crucial information about the best places for your call to action buttons. You would want to place your call to action buttons in an area where visitors scroll maximum. The bottom of the page CTAs can be moved up based on your scroll map readings. Scroll maps are direct user inputs in restructuring your web page content. 

Click Maps

A website is laced with different sections leading users to different parts of a webpage. Page sections such as about us, blog, products, services, client portfolio are a few common examples of click points for visitors. 

Apart from this, there are many call to action buttons placed all over a webpage. An attractive offer for the best selling product at the top of the page, Terms and conditions page, product information page, lab test reports that validate your product or a subscribe form.

click map

Click Map / Image Source: Hotjar

Click maps are visual analysis heat maps that document the clicks that different areas on your webpage get. A click maps records where users are clicking on your webpage. 

In a hyper-competitive market, bad design is bad for business. Websites that confuse visitors seldom generate sales. Using click maps designers can identify areas of the website that need to be redesigned for optimum performance.

These three major heatmaps can solve a lot of problems for websites. They can increase the efficiency of content, call to action buttons, banners, advertisements, everything. Information about how the user behaves on your webpage can be a useful tool. In the era of content marketing and inbound marketing, understanding how users interact with your website means everything. Hope this blog helps you better design your website and enhance visitor engagement.

Effective Call-To-Action In Your Blog Posts That Actually Works!

cta for blog

Call to Action that gets Click-Through Reactions

A Call to Action button is exactly that. It invites the viewer to take the desired action. When a visitor on your blog or landing page actually clicks on that button it is called a conversion. 

A website, blog, social media pages, youtube channel or any other online presence is for the sole purpose of driving traffic and generating leads for increased sales. With the power of the internet, it has become easier to reach your customers. The internet is a level playing field in a lot of ways. Everybody has to work on content, creativity is of immense importance on the internet. 

There are around 1 billion sites live on the internet. You have to work smart and device ways to be different. Stand out from the crowd of millions of company websites. Call to Action buttons are one of those things that help you stand out from the rest. 

Call to Action definition

Call to Action buttons are hyperlinked areas on your website, landing page, blog or emails that help the user take the desired action. These areas are usually button-shaped to make it more appealing to viewers and hence the name, ‘Call to Action button’ came. It could be of any size and any shape, as long as it works and converts users into subscribers, leads, followers or shares. 

Blogging is a place on the internet where you share knowledge. Every organization is working hard to produce attractive content for their blogs. A primary motive of blogging is attracting visitors to your webpage. Hope that the inbound method will turn tables someday and the user will click on the products page and select a product and make a sale. That was the traditional way. 

Call to Action phrases examples

Suppose there is a blog which is telling you about the benefits of cycling and the best cycles and accessories there is. You are a fitness freak that is sure to buy a bicycle and accessories. While you reach the end of this interesting blog you see a “ride now” button sitting there. 

With all the information adrenaline coursing through your veins, there is a high chance that you might just click on that little button that says “ride now”. 

That is a perfectly placed CTA. It invites action from the user at the right time, at the right place in the right way. These are three important principles for successful CTAs. 

At the right time

Call to Action buttons are most effective when they hit the user at the right time. It could be right after an important message, right before giving them valuable statistics, in-between an important part of a report. A few use cases for clarity.

At the right place

Everybody knows that advertisements that pop up in your face are irritating. It is important to place your CTAs well. Below an important piece of information, above an infographic, or at the end. We will go over these in detail in the next section.

In the right way

CTAs are to gently nudge your visitor into a prospect, lead or sale. The choice of words, the procedure afterward are very important. Every organization must device sophisticated gentle ways of asking their visitors to do something. The tone of voice should be well thought.

Different Types Of CTAs You Can Use In Blog

A blog is a well-structured piece of content that aims at providing value to the user. Different blogs are intended to help visitors convert into prospects and then into leads finally ending in a sale. 

Call To Action buttons are the best way to direct your visitors to specific landing pages and get conversions out of your content. Blog CTAs can take different formats such as text, infographics, photographs, and buttons. Let’s take a look at a few Blog CTAs.

  • Top Of The Post CTAs

Starting with the most decent and simple CTAs. The topmost areas are also counted as one of the most viewed areas of the webpage. This is where the top of the post-CTAs are placed. It’s made noticeable with contrasting color to swiftly highlights the CTAs to the customer. They stick to the header and do not disturb the reader until the user’s eye runs to it. The benefit of being on the header is that it remains noticeable, the user does not have to scroll down to the bottom of the page to connect with the service of the website. Here is an example video of a persistent header used by Wishpound on their home page. 

  • Bottom Of The Post CTAs

Smart CTAs are tailor-made for the visitor that interacts. You can divide your CTAs based on first time users, subscribers or potential buyers. Visitors that are visiting for the first time will see a form fill up CTA, subscribers will see a lead creation CTA and leads should be shown an MQL CTA. 

CTA For First Time Visitor

get your free ebook now

CTA For Leads

start your free trial

Sales CTA

download now

All these CTAs are targeting a different audience. The language used, the design of the CTAs are all dependent on the use case scenario. There is a lot of difference between ‘Get my free guide’ ‘Start your free trial now’ and ‘download now’. All three are directed at specific reactions according to the visitor on the page. 

  • Pop Up CTAs

They are one of the most effective CTAs. You may have noticed the pop-up appearing on some websites when you start reading the article, it’s the pop-up CTAs. Many people like it to show the most suitable context CTAs, while on the other side it is also felt like a diversion by people visiting a website. Here’s an instance of Wishpond that efficiently shows the context of how it’s being served, and focusing on the advantage itself.

  • Connect to social media CTAs

If somebody has read your post chances are they want to know more. Direct your visitors to directly connect with your company of their preferred social media channels. In today’s on the go lifestyle. Connecting with your users on social media increase the reach of your company. 

social media cta

With the right content read by the right audience, you are sure to have an impact on your social media following. Take this social media CTA example from Huptech blogs. We have kept hovering social media CTAs that give readers the chance to connect whenever they feel that way. 

  • Blog Subscription CTAs

To increase the effectiveness of your blogs you need to build a readership. To build a readership, subscription CTAs are a time tested way. When devised strategically and placed at the right place. Subscription blogs have seldom been left unfilled. 

subscribe cta

A subscription CTA must be gentle in a tone of voice, attractive in design and easy to convert. Take this subscription CTA from Marijuana Span. ‘Join the Marijuana Community’ sounds like a welcoming thing to say. It is easy to use and placed well between a Wikipedia kind index and another polling CTA. Readers that like what they read won’t have to spend a second in joining the marijuana community and signing up for emails. 

  • Comment below CTAs

Every now and then there comes a blog topic that is sure to get engagement. The people want to read about and comment on. Such topics must have an in-text CTA. 

Comment CTAs are typically embedded at the end of the blog. Putting forward a final point and asking the readers about their comments on the same. Numerous bloggers have gained overnight readership with such CTAs.

Blogging, content, and call to action

Blogging is the place where companies produce the most content. Hours of research, numerous drafts and edits lead to a complete blog that is published. Organizations must use this resource and extract full value out of the time spent creating a blog. Infographics from a blog could serve as perfect CTAs in emails, social media posts, and other discussion platforms. 

Repurposing the content is an effective strategy while designing CTAs. Look through all your blogs and single out topics and CTA slogans from them. Devising blog specific CTAs have resulted in increased traffic, conversions and leads for companies.

Good blogging techniques, coupled with well-researched content always leads to higher Call to Action conversion rates. Keep blogging, keep reading and keep commenting below to give suggestions and blog requests.