For many people, even those of us who happen to work within the marketing sector, deep down, we’d like to believe that the products and services that we choose to purchase are totally of our own volition.
Sure, we’ll acknowledge the fact that various elements of marketing could effectively persuade other people to purchase a brand’s products or services—but none of those marketing tactics could ever be what ultimately influences us to buy anything, right?
Well, the truth of the matter is that in almost every situation, marketing plays a significant role in how we, as consumers—ultimately go on to make our purchasing decisions.
As the hub of information for those hoping to learn more about your company, your startup’s website is the principal marketing source to convert prospects into actual customers of your startup. But when consumers visit your website, do you know which pages they are most interested in viewing?
It’s so much deeper than what you sell
As much as consumers are interested in the tangible offerings that your company may provide which could potentially make their lives better, regardless of how fantastic, functional, and futuristic your products or services may be, simply knowing about what your product is and does—isn’t quite enough to nudge most consumers over the purchase threshold.
Today’s consumer isn’t just interested in what you’re selling, she wants to know why you’re selling it.
For example, if you’ve ever seen an episode of the hit television show, Shark Tank, you may have noticed that during their pitch to the sharks, each contestant on the show highlighted their brand’s products, its functionality, as well as how much they were currently or planned to sell their product for.
But did you notice that at some point during the pitch, one of the Sharks would always ask the contestants that were pitching in front of the panel to elaborate on their background? As well as to inform them on how that background led the contestant to create the product that they were pitching.
The reason why the sharks inquire about a contestant’s background, is because they (as well as the show’s other producers) understand just how important a role that a founder's background plays in drawing in both—the show’s viewers—as well as consumers towards the brand.
Which brings us to the second-most important page on your startup’s website in the eyes of consumers.
Your website’s second-most important page is…
Aside from your website’s homepage, the most important page on your startup’s website to consumers isn’t its payment page. Nor is it its products page. And no, it’s not even its “Contact Us” page. The second-most important page on your startup’s website to consumers is in fact its “About Us” page.
Much like the panelists on Shark Tank, consumers care deeply about not just how what companies sell could improve their lives; they also want to know more about the company’s founder, the brand, and what led the founder to create their company.
What consumers hope to see on your website’s second-most important page
A common quote often used by marketing professionals is, People connect with people, not brands. I couldn’t agree more. We all connect with other human beings far more than we do with brands. Take Apple for example. Due mostly to the publicity engendered by Steve Jobs, the brand’s late cofounder, consumers have much more of a deeper connection to Apple than they do with any of the brand’s competitors.
That’s because through Jobs’ constant conveying of the brand’s products and why they were created, many of Apple’s customers identify with the brand and what it stands for on a far deeper level than they would with the typical faceless brand in the tech space.
Much like a moth is naturally drawn to a flame, consumers are drawn to a brand’s story. Which is why your startup's About Us page should convey the following things to your website’s visitors in the format of a story:
Who are your startup’s founders?
What is their background?
How did that background lead them to the founding of your startup?
What problem does your company set out to solve for customers and why?
Aside from your startup’s homepage, when most consumers log onto your company’s website, for as much as they care about your startup’s “what,” which consists of what products or services you offer—they also care about your company’s “why.”
Which consists of the four points above.
Closing thoughts
Each day, whether it's via the internet, social media, or on television; millions of people around the world spend countless hours consuming stories in their spare time (and who are we kidding? They also do so on the clock at work as well).
Through the art of storytelling, be sure to utilize your startup’s second-most important page to help consumers build a closer connection to your brand—which will entice them to eventually become paying customers.
If you’d like a marketing firm to help alleviate the burden of you having to create killer website copy for your startup’s About Us page, we’ve got you covered! Simply contact our office today to schedule a complimentary client consultation and we’ll begin the process immediately.
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