Your business story

6th December

What stops you in your tracks when you’re browsing online? Are you a 5 second flicker like me? While waiting for a slow page or link to open, I’m already looking at another open tab. It could be more interesting!

I’ve been reading a lot about what holds our attention and what ‘speaks’ to us in our online world. And once I discovered what it is, it made complete sense! We want to connect with the person or people behind the business and see if we like them. What are they about? Do they think like I do? Do they ‘get’ me? We want to make a basic human connection.

Would it surprise you to know that your ‘about’ page is one of the most visited pages on your site? Readers want to know why you do what you do and how you came to be doing it. And most importantly, how can you help them solve a problem. A ‘problem’ is a loose term for any purchase decision that they are thinking about!

This is the first in a series of posts about great ‘About’ pages. First up is Jane from Sugru. Sugru is a self-setting rubber that can be formed by hand and can be used to repair or adapt everyday objects. Jane tells the story of how her business was formed, through a scrolling time-line of polaroid pictures. Her heading for this page is ” A partial visual history of Sugru; from ‘hmm’ to ‘yay’ via ‘eureka’ and ‘wow’. Here is a section of this wonderful visual story; it makes me want to try out their product and read lots more about it!

The pictures scroll down, bringing us from February 2003 right up to September 2012. It’s an ongoing story which makes it so engaging! It also gives a feel for how much time and effort has gone into creating this product and business. The latest post tells us that Jane has just won the London Design Festival ‘Design Entrepreneur’ award. So well deserved! Check out the Sugru website for inspiration.

Who or what grabs your attention online? I’d love to hear from you. This will be an ongoing series and I want to share really diverse content! Leave me a comment or drop me a line; I’d love to hear from you.

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