Your company very likely has a mission statement that you’re proud of, and you probably should be. Having a solid mission is a great thing, but your customers care almost nothing about it. When they come to your site, they don’t want to hear about your mission — they have their own mission that they’re working through.
In a recent post, Tom Tortorici put it this way:
What they appear to be forgetting is that their website reader is on their own mission.
If someone is interested enough in your business, they’ll ultimately head over to your “about us” page to learn more about what’s behind the company. First, though, they need to know that you can help them with their mission.
Looking at the stats for the GreenMellen site, the majority of people already that fill out our contact form came from our about page. They look around the site to see if we can help, then learn more about us, then reach out.
If that process is out of order, it’s far less likely to be successful. Help the visitor understand that you are a good fit to help them accomplish their mission and then they’ll take the time to get to know you.