The internet is more human than you think.
Last week, Google’s research uncovered 6 “need states.”
Need states are intentions that drive search (as in Google search) behavior.
Those 6 need states are:
- Surprise Me
- Help Me
- Reassure Me
- Educate Me
- Impress Me
- Thrill Me
Here are the definitions:
Usually, when we talk about intentions and searches they are transactional, informational, or navigational.
But Google, through this research, is now defining searches by emotional drivers.
We find this interesting… but, not all that surprising either…
We’ve been noticing something really important about the behavior of website users that take a desired action on a website.
On their journey to an ideal action (call, fill out a form, etc.) people are likely to spend time on your “Team” or “About” page.
This is especially true of any service-based business or any type of business that is going to require some level of human interaction throughout a financial exchange.
Take a look at some conversions from our website last week. Over 25% of them visited our about page and then took a desired action (yup, we’ll be beefing up our team page soon so we can capture more opportunities and convert more visitors).
(outside of our home page, our About Page is the most viewed on our site and many others we monitor)
We’re tracking this behavior with our current clients and the trend seems to make what you need to do clear:
Humanize your content by adding media and information about the HUMANS that work with the HUMANS you’d like to do business with.
Think about it. It makes sense.
If you know that you are going to need to interact with a human from the company whose website you are on, you might like to gather some information to get more comfortable with who you’ll be interacting with.
Be more human. Think about how your team/about page can provide a “thrilling, impressive, surprising, helpful, reassuring, or educational” experience.
And don’t forget to measure the results that matter. Set up your goals properly so you know what pages/content your leads are interacting with on their journey to action.