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Writing a compelling About page

From: Google+ for Business

Video: Writing a compelling About page

Believe it or not, the About page of a website is often the most frequently trafficked page, and this is something that was backed by research. Stanford University did a web Credibility Guidelines Project years ago, and they found that things like a compelling About page that talked about who was behind the organization, the credentials, and visible contact information helped increase trust online. And just like the About page of a website is highly trafficked and valuable for business, the About page of your Google+ business page is also going to be something that you're going to want to take time to really optimize.

Writing a compelling About page

Believe it or not, the About page of a website is often the most frequently trafficked page, and this is something that was backed by research. Stanford University did a web Credibility Guidelines Project years ago, and they found that things like a compelling About page that talked about who was behind the organization, the credentials, and visible contact information helped increase trust online. And just like the About page of a website is highly trafficked and valuable for business, the About page of your Google+ business page is also going to be something that you're going to want to take time to really optimize.

So I'm going to go ahead and hit the About page right here, and when we created the Google+ page for No Obstacles Sport we wrote a nice introduction. It's conversational in the tone, it's not robotic, it's truly social, and it talks about the value of the page, a follower could actually see what the posts are going to be about, and it just shows who's behind the business. This is a good start and what I'm going to do is show you ways to optimize this even further. So any time you want to edit you just go to Edit profile, which is up here at the top of the page, and hit Edit.

You can edit photos, we're going to focus right now on the About page. This is a little tip for optimizing your About area. You actually have to click the words, which may not look as clear, but any time you want to edit, and you're in editing mode, click this, and it gives you the ability to Bold things, add links, all that good stuff. It's kind of like Word, it's easy and pretty intuitive. So one of the best practices you can do is include links, and the point of having a Google+ page is, of course, to give your organization more visibility and another way to connect and build relationships.

But what you can also do is leverage your social presence on Google+ to potentially drive traffic back to your website. And how do you do that? You need to add links. So what I'm doing here is I'm highlighting the words No Obstacles Sport, and I'm going to go ahead and link to that, and because I'm a control freak I'm going to test the link, it works fantastic. Always test links to make sure that they are working. We'll go ahead and hit that, we got that, and let's add another link. The blog is also a really good blog.

I'm going to hit the logo, it's going to take me back to the high-level URL here, and I'll go ahead and hit Copy, and let's find another way to incorporate the blog, let's see. Where we talk about, This page is dedicated to unlocking athletic barriers, what we can say is Like our No Obstacles Sport blog and then link the words No Obstacles Sport blog and had a link there, make sure that works, fantastic, OK.

So now I have added two links to the website, as well as the blog, and what you can also do is add bolding and things like that. So let's say you wanted to add a little more emphasis to that text. I can bold that, I could italicize it, I'm going to just bold it to add a little more emphasis, and in this case I'm going to unbold it and what I'm going to do is add another space here. Sometimes when you break things up in paragraphs it helps the readability for the user, and I'm going to focus on making this about the brand, and I'll go ahead and Enter there, and you can add numbers, you can add bullets.

If you want to remove links, just click the link and hit Remove, but I think that's good for now. So I'm going to go ahead and hit Save, save my profile, I'm going to confirm with Google+ that I'm done editing, and now you'll see that we have an introduction, we have used a little more real estate here, we have added links, we have added a little more break in the text so that a web surfer and web surfer scan versus reading, they tend to scan first. It helps highlight the brand in a more purposeful way and links back to the website.

So make sure that as you are writing your About section that you're really taking the time to make this, what I like to say is on brand and also on purpose. So what we'll do is move into further steps to optimize your Google+ business page.

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This video is part of

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Google+ for Business

40 video lessons · 13159 viewers

Lorrie Thomas Ross
Author

 
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  1. 1m 25s
    1. Welcome
      1m 5s
    2. Using the exercise files
      20s
  2. 4m 10s
    1. Why use Google+ Pages?
      4m 10s
  3. 23m 20s
    1. Creating a Google+ profile
      7m 45s
    2. Adding contacts to circles
      3m 46s
    3. Gathering the graphics for your business page
      2m 19s
    4. Creating a business page
      9m 30s
  4. 17m 42s
    1. Customizing the business name and introduction
      6m 10s
    2. Customizing the tagline
      1m 2s
    3. Adding photos
      2m 6s
    4. Customizing Google+ Page settings
      4m 32s
    5. Adding page managers
      3m 52s
  5. 33m 28s
    1. Starting the conversation
      8m 32s
    2. Connecting your web site
      6m 53s
    3. Sharing on the web
      6m 56s
    4. Using Google+ Direct Connect
      51s
    5. Starting hangouts
      6m 29s
    6. Utilizing the +1 button
      3m 47s
  6. 22m 56s
    1. Optimizing the profile and cover photos
      4m 45s
    2. Linking to blog posts
      3m 21s
    3. Writing a compelling About page
      4m 17s
    4. Uploading videos to the profile page
      3m 12s
    5. Sharing links
      5m 2s
    6. Updating contact information
      2m 19s
  7. 25m 58s
    1. Making your profile visible
      6m 2s
    2. Using circles strategically
      5m 30s
    3. Integrating Google+ into your overall marketing strategy with links and AdWords
      2m 38s
    4. Using video chats and hangouts strategically
      2m 54s
    5. Using Events strategically
      3m 23s
    6. Deleting photos and posts
      2m 10s
    7. Connecting with Google+ circles through Gmail
      1m 13s
    8. Encouraging conversations with Contacts
      2m 8s
  8. 8m 38s
    1. Understanding how to measure success
      1m 4s
    2. Using Google Analytics to benchmark
      3m 17s
    3. Understanding quantitative and qualitative measurement
      4m 17s
  9. 11m 9s
    1. When in doubt, Google it
      2m 44s
    2. Changing your profile
      4m 5s
    3. Deleting your profile
      3m 4s
    4. Getting help
      1m 16s
  10. 48s
    1. Goodbye
      48s

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