I’m constantly looking people up online to find out what they’re all about. I might want their help, want to work with them, or just want to see who they are and what they do.

Half the time, I see what I want and don’t have to scroll too far. But the other half can be terribly frustrating.

How clear is your main message?

When people land on your profile (and you’re in business, whatever that might be) they need to be able to work out quickly and easily what you do and how to work with you. 

If they have to dive deep, click through a couple of pages and do a tonne of scrolling to work out what you’re about, the chances of them moving to another page are high.

Signposts work really well.

Some sites have ‘who are you and what do you want?’ buttons right there on the front page. They can be confronting but they make it easy for the user to find what they want. This is what matters most – it’s all about the user. 

Even profiles on places like LinkedIn matter when it comes to this.

Use the headline and the ‘about’ info to make it clear how you can help people and you’ll get better results. 

Be specific and do it with purpose and the enquiries you get will be from the right people.