The words, however, flesh out the story told in the pictures so that we learn how this business creates economic opportunity in Kyrgyzstan and gives back to the local communities of nomadic shepherds whose animals produce the fiber. Without reading a word, a visitor to the page understands that their cashmere yarn is a heritage product from a very specific region of the world. June Cashmere’s Who We Are page is a perfect example of effective storytelling. Words matter, but so do images, and the right combination of the two draws the reader into your company’s story and makes them want to be a part of it. Here you can share your values and your vision and make connections with your customers. Your About page is the place to tell the world what your company does, how you do it and why you feel compelled to do it. The About page focuses on Francis, because the farm, the mill and the story of American-grown, raised and processed yarn is the story of Cestari Sheep and Wool and the story of Francis Chester-Cestari’s life. While his daughter Sabrina Chester is the shearer for the farm, and is pictured in the family photo on the About page, her part of the story is contained in the videos on the Home page. For example, if you visit and click on the “About” tab, it is abundantly clear that this yarn company is Francis Chester-Cestari’s life’s work. Who is your founder or owner, the key person in your company? That name, first and last, belongs on your About Us page. Let’s walk through each of the different places where you can take advantage of this opportunity: Give your visitors the answers to the questions on this page and they will easily get to know you, like you, and trust you and your brand. Your “About Us” page is an excellent, and yet, woefully underutilized tool to convey this information. Your job as a retailer is to help them move quickly and confidently through these phases and feel good about their purchase with you. This is where the consumer is gathering information to move them to the “LIKE” part of the funnel and eventually to the “TRUST” phase where most conversions happen. The first contact with a company generally begins with the first stage of the funnel, “KNOW”. When a potential customer is deciding whether or not to purchase something, many times, they move through a series of unconscious questions to gather information about you and your company in an effort to determine whether or not they “trust” you enough to buy from you. Understand the Know-Like-Trust Funnel of purchasing behavior Let’s start by understanding why your “about us” page has so much value for your consumer with a brief lesson on what we call the Know-Like-Trust Funnel : We’re going to offer the basic elements an “About Us’ page should include so that you have a template for designing your own or upgrading the one currently on your website. It may not be the first place potential retail customers land, but it is the place where potential retail partners learn about your company and decide whether they want to contact you for further information. It’s how you present your company’s story and people behind it. An “About Us’ page is an essential part of your company’s branding. Have you looked at any “About Us” pages on company websites lately? We have, and what we are seeing hasn’t impressed us.
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