Are you undervaluing your “About” page by 6x?

Visits to the page range between 2.65% and 22% based on our data. The median hovers around 6%.

However, in qualitative tests of B2B websites, over four in ten people visit the “About” page right after landing on your site.

Appraisd does three things to prepare for this volume of qualified traffic:

1. Their about page is all about you

2. The copy and images are in perfect alignment

3. They connect you with their people

1) User-centric to the core

Appraisd isn’t screaming from the rooftops about how great they are, or what happened at their HQ in December 2016.

It’s a refreshing take compared to many businesses selling “state-of-the-art” technology, or being “award-winning”.

Their content epitomises the “WIIFM” approach - “what’s in it for me?”

Even the short mentions of Appraisd's history give the reader value. How refreshing. 🥰

Tip: People don’t care about “award-winning”. Talk about benefits rather than facts.

2) Friendly people, friendly copy

Appraisd uses photos that look friendly and genuine. But that’s not what makes it great.

It’s all about the supporting copy.

Appraisd uses a friendly tone that echoes how you feel after looking at the images. Even their values follow suit - helpfulness, humility and enthusiasm are the opposite of corporations.

Tip: Your copy and multimedia need to evoke the same emotions.

3) A company is only as good as its people

In our tests, one of the most sought-after things on an “About” page is getting an idea of individual accomplishments of the team.

Appraisd solves this by linking to the LinkedIn profiles of most employees. They give you easy access to analyse their journey and past accomplishments.

We suspect that visitors find it more genuine than writing a short, incomplete bio for each person.

Tip: Ditch the official job titles. Connect your visitors with people, not corporate roles.

Webabunga! aims to inspire you and your marketing team. If your colleagues would benefit from reading this episode, send them this link.

Our reader, Alan, recommended Appraisd for this issue of Webabunga!

If you know a B2B website that we could break down, reply to this email with their name.

Thanks for reading!

Tomasz Lisiecki

Tomasz oversees NerdCow's key focus on delivering innovative services for clients.

Lukasz Sieron

Lukasz assists with directing website development projects, writing clean and efficient code.

Dawid Zimny

Dawid ensures the steady progress of projects. He always stands ready to lend a hand.