Your About Page is the most underrated brand-building asset

One Stop Shop

Do you hear that? That’s the hundreds of thousands of dollars invested by several business in both Google and Facebook advertising just to make sure their brands stand out.
And yes, for every $1 spent on Google ads, an average of $2 in revenue is made.
That’s right, users spend 33% of their time online on their social media platforms, so you can reach them when you invest in effective digital marketing campaigns.
But the advertising market has already adapted phenomenally since everyone has taken to digital marketing to boost their brand’s identity.
Advertising rates are more competitive, ad costs have increased, cost-per-click has gone up — and like ripped jeans and the ever-present hype for Apple products, this trend isn’t going to go away anytime soon.
In the next couple of years, the best businesses that will survive will also have the best brands.
Will you focus on building a brand that builds a long-term relationship with your customers? Or are you content with simply gaining a few Facebook likes every now and then?
Before you answer that, consider this. When we built WooThemes back in the day, our products were open-sourced.
Meaning, all the code for all our software products (yes!) were available to anyone.
Everyone with an access could simply take the code, repackage it and resell it!
So how was WooThemes able to grow into an eight-figure business?
One of the biggest reasons was our strong brand loyalty. Since we had a long-term relationship with our customers, WooThemes developed into a brand that they wanted to interact with and buy from — over, and over, and over again.
That’s how powerful a solid brand is. That’s why you also need to get concerned about building it.
And in today’s post, we’re going to zero in on the most underrated brand-building asset that most Ecommerce stores often neglect: your About Page.
Simply put, an About Page tells your customers what your business is all about.
At first glance, it may seem insignificant.
But if you take a look at your website statistics, you may find that the About Page is one of the most visited pages! Here at Conversio, it’s the fourth most visited page — seen by both potential customers & team members.
It’s like online dating. If they like your profile, they’ll make an effort to get to know you more.
Likewise, if your About Page is relatable to your target audience, they’ll intentionally decide to connect with you and do business with you over time. Just make sure your online picture looks like you in real life, okay?

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Music featured in this episode was "Celery Man" by Birocratic and can be found at www.soundcloud.com/birocratic. This podcast was produced by comealivecreative.com.