by Stoney deGeyter

This is a continuation of a series of website marketing checklists. Check out all Web Marketing Checklists in this series.

What this is about: This checklist covers the “About Us” or “Company” page on the website, providing keys as to what visitors typically look for and should find when visiting this page.

Why this is important: Studies have shown that conversion rates for visitors who have visited the About Us page increase measurably. Those who visit here are looking for a few extra elements of trust that will help them decide whether to continue on or move on. What they find can mean the difference in a conversion or the visitor leaving your site for a competitor’s.

What to look for:

  • Adequately describes company: Be robust in your company information. Visitors may not read everything, but they are here to find out all they can. Give them what they came for.
  • Shows team biographies: Provide information in individual team members or executive management. Give them a face and let your visitors know who they are dealing with.
  • Shows mission statement: If you have a purpose (and you should) let your visitors know what it is. Spell it out for them.
  • Up to date information: Keep information up to date, whether that be current biographies, news, etc. Don’t let the page get out of date.
  • Links to support pages: This is a great place to link to other support pages. Often this page is often a first stop to more pertinent information.
    • Contact page: Link to your “contact us” page. Yeah, the link is probably easy to find elsewhere, but a link here is worthwhile.
    • Investor relations: If you have investors, this is the page to provide a link to the information that is relevant to them.
    • Company news: If there is somethign newsworthy about your company either display it here or link to a page that covers that information.
    • Registration info: If you have a members section, provide a link to where new visitors can sign up.
    • Job opportunities: List or link to any job opportunities your company may currently have.
    • Newsletters: If you send out newsletters, provide links to the main newsletter page and/or past issues.
  • Link to social media profiles: If you have profiles on sites like Facebook, MySpace, etc., provide links to those profile pages here.
  • Note associations, certifications & awards: Document any particular noteworthy associations your company has with community or other important groups, along with worth certifications and awards.

Did I miss anything? Add to this list with your comments below.

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Continue Reading: The Best Damn Web Marketing Checklist for the About Us Page

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