How do you know which pages are the most popular with visitors? Experts analyzed the information and made the following conclusions.
Home page
This is the face of your organization. It is enough to fit information of about 2,000 characters on it, which states what your company is, its advantages and the benefits of cooperation for clients. Before writing the text of the main page of the site, you should carefully study similar information of your competitors. For example, if their main page has 5,000 characters of material, and yours is half as much, then this will look strange to clients. But simply filling it with “fluff” for the sake of volume is not recommended here. It is better to indicate specific facts and social proof. Some of the characters can be replaced with infographics.
It is necessary to try to get vk database away from template expressions such as "welcome, high-quality, innovative, latest development, know-how, affordable price" etc. Using these phrases and expressions irritates not only users but also search engines. Write simply, briefly and to the point.
The main page of the site should reflect:
a unique selling proposition, formulated in one, maximum two, sentences;
a brief description of the product or service;
the main benefits for the client when purchasing products;
evidence in the form of certificates, awards and reviews;
capture form.
Of course, not every site requires these elements to be placed. In each specific case, the structure of the site and the expected thoughts of the client moving from one information section to another are taken into account.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
About Us Page
The main purpose of the information on the About page is to increase trust. 2000 characters are enough to describe the scope of activity. A typical mistake when writing this section is simply copying data from the main page.
What to do in a situation where your employees lack creativity or lack it altogether?
Storytelling comes to the rescue. A good and easy-to-read story will quickly establish a trusting relationship between the seller and the potential client, and this in turn practically guarantees the transaction.
It’s best to tell a story about how the business idea was born, how you had to start, why it’s better to buy from your company and what advantages you have.
Below are examples of selling content from the "About Us" section. Read and choose the most original one that most users will like.
All furniture created at our factory is manufactured using the latest technologies, innovative equipment and constant quality control at every stage of production. Our company employs highly qualified specialists who have undergone training with our foreign colleagues...
Our furniture is made of pine growing in the dunes, on the seashore, so it is considered healing and practical. Its crown and leaves are so saturated with sea air that it will exude these healing aromas for another 25 years.
Of course, the second option is preferable, as it is more lively, and what is important, it touches on such an important topic as ecology. Many people like it, because health has always been a priority for everyone.
The main advantage of stories will be the lack of an intrusive effect, they are easy to read and resemble fairy tales. The first desire when reading a page that is full of complex and specialized terms will be to close it. For example, "our company has been on the market since 2000 and during this time has proven itself as a reliable partner that can be relied on in any situation," etc., etc. The level of irritation of most users will be high, so they will not even think about what is written on the page.
About Us Page
You need to write more simply so that the content reads like a fairy tale from which you can extract something useful.
When selling technologically complex products, such as fiberglass furnaces, it is necessary to demonstrate specific figures, facts and evidence. This is best presented in the form of graphs, charts and diagrams.
Numbers are a good manipulative element that can convince even the most skeptical client that your organization is the most reliable and can be trusted.
To write interesting stories, you need to have such qualities as a developed imagination and fantasy. True gurus in the field of storytelling should read a lot of fiction by authors such as Jack London, Mark Twain, Shakespeare, Hemingway. A reasonable question arises: "Why them?" Because they are recognized masters of storytelling. Another proven way to develop the talent for writing exciting stories is to read bedtime stories.
The text about the organization must contain the following elements:
scope of activity and unique selling proposition;
photographs of the plant, office, team, employees, director, etc.;
guarantees;
customer reviews;
certificates;
gratitude, certificates and other awards;
call to action.
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