No it’s not all about us, I mean who are we to tell them all about us instead of our services?
That’s what I thought fairly recently while working on launching onvisibility.com. But it wasn’t me being mad at the world for being self promoting, no, it’s about where I wanted to place the ‘About Us’ page within the menu structure.
This may seem trivial but just imaging nipping into ASDA, CO-OP, or any other super market, and having to hear their business history before you were allowed to even look for the item you required. I can tell you one thing, I would consider going some where else if only to make the whole process less painful. And this is why I am testing having the ‘About Us’ page near the end of the menu.
Let me explain.
Most English reading website users will start reading a piece of text from the top left hand side of the screen and move from left to right.
In fact it isn’t just left to right, it’s more of a ‘F’ shape.
Research was carried out where 232 users viewed thousands of web pages and it was found that most readers didn’t read the whole text, they would scan through the page in the following manner:
- Reading in a horizontal movement from left to right across the upper content.
- They would then move down a bit and again read in a horizontal movement from left to right for a shorter distance.
- Finally they scanned the left hand side of the content in a vertical movement.
With a pattern like this, you can see that we all start to read in roughly the same place and follow roughly the same path. With this in mind, if a word or menu item is placed nearer to the left hand side of the screen, it is more likely to be read. Where as if it is mid way, there’s more chance that it will be skipped over.
And it’s this skipping over that we don’t want when it comes to delivering our message or selling our product / service.
Now let me tell you a little something about the ‘About Us’ page. It is one of the most popular pages for your website users, but only when they are trying to find social proof or when they need to know if they can trust you. Normally when someone arrives at your website they have an idea about what they want, and their want or their need is actually their story. It is your job to continue their story to help them make a decision. To do this you have to educate them about how you can fulfill their need. Once you have done that they have to decide whether to trust you or not.
What I am saying is they need to see that you can help before you give them your life’s story.
In other words, Show the solution (your product or service) then show your history (your About Us page)
Going back to ASDA and CO-OP, The way it works is you enter the store, they know there is a good chance you want to make a purchase so they put the products on display. Your 5 senses are electrified by all of the sights, sound, smells, sensations and sometimes tastes as you continue your journey to your purchase. You will then start to scrutinise pricing, special offers, packaging, the way the shop staff behave towards you. You will then make your decision and either purchase, or move on to the next store.
Now my test isn’t conclusive, but I think it is worth doing. And since changing the menu structure on platforms such as WordPress only takes a few minutes, you could be running similar tests like these in no time.
Remember, it’s not all about us, at least not until you show them you can help.