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I don’t know about you, but when I visit websites for the first time, one of the pages I always click on is the ‘About’ page. That’s because I like to see who is behind the company or business. I want to read the story of the business owner and learn how they got to where they are now. If there’s just a boring ‘we aim to provide the best service for our customers, blah, blah’, I feel quite cheated and rapidly lose interest in that business.
Remember the saying ‘people buy from people’? Well, because of Blogs, Facebook, and Twitter (as well as innumerable other social networks) we now expect that we can get to know the person, or people, behind the company logo and mission statement. If Dell can do it, Zappos, Home Depot and Richard Branson’s Virgin, then frankly other companies have no excuse!
While I’m not naive enough to believe that Richard Branson toils away typing up his blog himself or tweeting (both do make it clear who the posting authors are!), as usual the Virgin group are in the vanguard of digital marketing and have embraced the whole concept of social media and interaction with their customers.
Web 2.0 is all about getting closer to your visitors and readers, and enabling them to voice their opinions. Businesses that fear this and put off making the move, will be left behind with an ever-widening gap between themselves and their more farsighted competitors.
What does your ‘About’ page say about you?
About Louise
Louise Barnes-Johnston has been working in social media marketing since 2007 after realising that it was a powerful marketing tool which would enable her clients to raise the profile of their businesses on the internet, even when working to a limited budget. Her specialism is in researching social media practices; trying out the most effective online tools and then sharing the best of them with her clients.
