Why do I care if your company is 50 years old? I don’t, really. At least not yet. Yet many websites continue to lead with something like that at the front of their site.
When a users visits your site for the first time, they don’t care about you — they just want to know how you can help them. That’s it. Ideally, your site will tell them three things, very quickly and clearly:
- What problem they’re having (that you’ve likely gone through yourself)
- How you can make things better
- What their life will look like after working with you
As I shared before, don’t propose on the first date. Let people understand what you can do to make their life better, and then they’ll be more likely to want to know more about you.
In fact, once a potential customer can understand how you might be able to solve their problem, then telling them that you’ve been around for 50 years (with the benefits that go with it — experience, processes, etc) can be quite valuable.
Who are you?
Looking at the data for the GreenMellen site for the past five years, the page about our team is the 18th most popular page that people first arrive to our site on. The home page is first, and various other pages and blog posts (generally ones that rank well in Google) come after it.
However, in terms of total views on the site, our about page is third! This means that people don’t land immediately on that page, but arrive on a page that speaks more directly to them. Then, once they think that we might be a good fit, they head over to read more about how we work.
If you look at your website stats (we can help you unpack them if you’re not sure how), you’ll likely see very similar results.
Take the stuff about you off of your home page. It’s not about you — it’s about your clients. Focus on how you can serve them, and they’ll come learn more about you when they’re ready.
Good point, Mickey! I’ve been struggling to convince a client (and their writer) that the awards they have won are not the most important thing to their prospects. First, tell how you can solve their problem(s). The more they understand that you relate to their issues, the better.