The most important page on a business website.


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Want to know what the most important page on a business website is? And what you can do about the page on your website.

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The most important page on a business website.

  1. 1. The most important page on a business website. By Splash Copywriters
  2. 2. Business websites come in all shapes and sizes, but… … the most important page is always the same.
  3. 3. What is it?
  4. 4. It’s the About page.
  5. 5. Why?
  6. 6. Because in business, people usually buy the person first and the product second.
  7. 7. Customers are far more likely to buy from you if they like you and trust you.
  8. 8. But… … establishing trust and getting visitors to like you is tough, because your readers don’t have much time.
  9. 9. So you don’t want to write too much. Less is more, remember?
  10. 10. You might only have 400 words to convince someone to like you and trust you. Sometimes much less.
  11. 11. So the words you choose are important. What can you do? Here are 4 quick tips.
  12. 12. 1. Keep it simple. You’re already close to a sale, so don’t go overboard. Keep in mind the goal – telling someone your life story at this stage isn’t going to achieve anything.
  13. 13. 2. Don’t go overboard on trust. Bang on about how trustworthy you are and people are likely to think the opposite. Keep it minimal and hope that, along with the professional nature of your site, it’s enough.
  14. 14. 3. Mention past clients. It’s not name-dropping, it’s reassuring. Research has shown that indecisive consumers give huge weight to what other people say about a business.
  15. 15. 4. Be personable. The more approachable you can be, the better. If possible, post a picture of yourself. Your identity is important to prospective customers. If it isn’t possible, use friendly words. But don’t overstep the mark and get too ‘pally’.
  16. 16. Splash Copywriters are experienced, creative copywriters who have written for some of the UK’s biggest companies.
  17. 17. We know how to write words that work, so if you think we can help you in any way, get in touch.
  18. 18. Call Matt on 07812 581 297 or take a look at our website: