The most important page on your website is your home page. Your homepage is the virtual lobby of your business. It’s usually where your website visitors start. The content and design of your homepage helps your website visitor decide whether they are in right place, whether your website has what they are looking for, and whether to stay or to go. If they do decide to stay, where do they usually look next? What’s the second most important page on your website?
From looking at the website analytics of dozens of websites over the past three years I’ve seen that the second most viewed page on websites (without blogs) is the About or Our Story page. From the home page, people are most likely to read your About page next. I know I do that.
Why is that? For me, I want to know who are the people behind the business. Who started the business? Why did they start it? What’s the story?
Most business websites have generic and forgettable About pages and miss an opportunity to connect with their audience.
Do your About page need some work to be more engaging and memorable?
I know mines does. I better take my own advice and work on my website’s Our Story page. (If you’d like ideas on how to improve your website’s About page, I’d be happy to help. Just email me and I’ll send you my feedback.)