Want to woo new business prospects? Keep previous visitors coming back for more? Planned updates of the About/Bio page of a business websites is a guaranteed way to keep content fresh. The necessity of planned maintenance of About/Bio pages is often overlooked by small business owners, who are preoccupied by all of the other facets of their businesses. Yet, in the hierarchy of marketing needs, the About/Bio page needs to be placed solidly at the base. Why? It supports the rest of the site. In doing so, customers can quickly assess whether or not they will do business – or repeat business – with a given company.
And while a company may be showing success, trends in About/Bio Page presentation show that lackluster content can hurt web traffic. So says, Jakob Nielsen of the Neilsen Nelson Group. In his article, “‘About Us’ Information on Websites,” he notes that “studies show a steady, slow increase of About Us usability, including the company’s location, contact information, and purpose.”
However, when it came to the subjective area of user expectations, a downward trend was detected. Nielsen explains: “How can satisfaction go down when overall success rates are up? Because user expectations for usable websites have grown even higher in recent years….An About Us area that users may have accepted in the past will no longer satisfy them.”
Carefully planned maintenance of the About/Bio page can help overcome customer scrutiny. While some advocate annual overhaul, a move to quarterly updates allows for fresh information to flow into the site. This new information can include new products and services that are available or new hires within the company. Furthermore, additional updates can be made on the About/Bio page that include human-interest aspects of the business. Multiple forms of media, including voice-over clips, can increase hits. Nielsen observed an influx of multi-media as a trend to yield more visitors. “One definite trend is higher user interest in video, especially when it shows interesting or complex products, reports on corporate events, or showcases the CEO or key staff members.”
Fresh copy can breathe life into a website. It can meet and exceed customer expectations through regular About/Bio page quarterly updates.
Customers will appreciate it.
And so will the company’s bottom line.