Be sure to add textual content around it to help with organic search. 5. Make your 'About Us' page awesome Most “About Us” pages contain generic, uninteresting content about what the company does, why it does it, and a list of staff or executives. There's nothing really wrong with that, but it lacks a compelling story and it doesn't help sales. This is a great page for getting creative. The Moz team uses a timeline, images, and text to make learning about them engaging and fun. image07 Although you should always include basic information, your “About Us” page is also a great place to connect emotionally with visitors. Along with a story, you can leverage the most impactful testimonials and social proof, as well as a call-to-action that will encourage passive visitors to actively make decisions.
Advertising Continue reading below 6. Design Custom Landing Pages Visitors come to you through multiple channels: paid hair masking service ads, organic search, referrals from offsite content, and more. You don't always want this traffic to only come to your homepage or product pages. Even for high-traffic blog posts, pair a custom landing page with your call to action. This will help you craft a message that most closely matches the intent of visitors and the problem they are trying to solve when promoting a specific product or offer. 7. Show success with case studies Case studies can be very effective for product and service companies; it really depends on your offer and your ability to gather the information. A service-oriented business has the best chance of succeeding with case studies.
A good case study details both the activity that produced results and what those results looked like. For visitors on the fence, this may be the only thing they need to make a decision. Neil Patel uses this tactic in his funnel, and 13.8% of his visitors convert to leads after reading his case studies. Advertising Continue reading below Reference Candy hooks its reader with a great review followed immediately by a link to a case study. Genius! image03 8. Boost engagement with email content Conversions don't always happen on your website. Visitors may choose to receive information and updates from you via email, or may have partially passed the checkout process before abandoning their cart.