When a user visits your website, they usually have a problem that you’re hoping they can solve. If you can show your expertise in understanding the problem (perhaps you’ve faced it as well), show how you can solve it, and give clear next steps, you’re great shape.
We’re talking to a couple of different companies right now that both have a section on their current home page literally titled “about us”. It gets into their experienced team, how long they’ve been around, and various things that don’t matter to someone visiting the site — at least not yet.
When someone visits your website, they want to know how you can help them solve their problem. The problem might be a broken windshield, a sputtering air conditioner, or a pile of products that they just can’t sell. Whatever the problem might be, the first thing they want to know is how you can help them solve it.
Once they think you might be a viable solution to help them, then they’re going to see what you’re all about. In the case of most sites, including the GreenMellen site, the stats support that idea.
People arrive on our site via tons of different methods, and our “about” page is generally the 14th most popular page where people start. However, regardless where they start on the site, the “about” page is the 2nd most popular page that people visit after they arrive.
They might start on our home page, or land on a blog post, and hopefully they like what they see. If they do, then they want to see what this company is all about. Having solid content about what makes your company great is certainly something to include on your site, but always put the visitor’s concerns first and let them read about you later.