engine - 5:36 pm on Oct 24, 2012 (gmt 0)
What a terrific article. Well worth a read of the whole thing.
Does your about page shape up?
Just about every business website has an “About Us” page or section, but most of these are missing a key ingredient that will help turn visitors into customers.
What Key Ingredient Is Missing From your 'About Us' Page [forbes.com]
Last week, I spoke at the big web marketing conference Pubcon, and a highlight of the event was hearing persuasion expert Robert Cialdini speak. Cialdini has been a big influence (no pun intended) on my own writing, and it was great to hear him in person. He tends to stick to the broad principles of influence and persuasion rather than specific marketing tactics, but he did bring up the ubiquitous “About Us” page in his speech.