let's do this it's Tuesday teardown
[Music]
hey what's up Kennington here today
we're gonna take a look at three about
pages and I'm gonna critique them a
couple of them are good one of them is
not so good so let's get to it by the
way if you're new to the channel have a
look around
have a look at some of the other videos
I talked about Amazon affiliate
marketing and internet marketing in
general sometimes project management and
if you like what you see please consider
subscribing let's get to the teardown
let's start outdoor gear lab so this is
a site that I've reviewed before I'll
put a link in this video but let's look
quickly just at the home page which is a
nice layout if you need ideas for home
out of course we are focusing on the
about page today so let's go to the
about page quickly we see you know right
away something that indicates that they
actually you know like to go outside
which is cool so it's a big hero image
in it you know it's showing them using
gear as we scroll down we see sort of
the the same format that we've seen and
say like baby gear lab and that sort of
thing which is a partner site we see the
articles by the founder and
editor-in-chief the last update and they
sort of tell you what it's about so of
course it's the about page and we're
getting credibility markers left and
right this is hugely credible compared
to some other sites which we'll take a
look at in a second but when we see this
they're showing you that you're in the
right place looking for outdoor products
and you know where you are
when you're searching for earliest in
mentality right have you been stumped
about which product is best which you
know I have there's a lot of different
options out there and you don't know
what to pick so as we scroll down they
have
a section on how it works so they list
out the top sorry they list out their
process so the big thing here the hugely
credible thing here is they don't accept
evaluation units from manufacturers they
buy the products so this is something
we've seen in you know the wire cutter
we've seen it in some of the bigger
sites because if you if you don't accept
free materials you're you know
journalistic integrity is higher and we
would expect that they're you know
telling us their actual opinion because
they haven't gotten any free product so
this is huge the other you know big
thing that they point out is they
actually do you know side by side tests
with you know editors and they they were
actually testing the materials in the
product since we actually have them and
then they sell their products that
they've tested it
eBay so cool you know little thing this
is unique not many sites do this from a
copywriting perspective we see that they
are using you know short paragraphs
short sentences they have sort of this
numbered list to break things up and
that's a great thing to do in general
for any type of you know writing online
just because it's easier to read scroll
and skim even if you're reading it word
for word and very carefully this is
easier to read than if it was all you
know scrunched up in one paragraph so as
we scroll down we see they're actually
testing tense here so it's very cool to
see this all together again credibility
marker as you scroll down they're
actually using you know larger
paragraphs at this point you know you're
sort of roped in you're probably going
to read to the bottom at this this
injunction here they explain their
different options right so this is big
you'll see that you know they use these
and their tables these little graphics
bigger sites like the wire cutter they
also give you options and I highly
recommend having like a high price point
mid price point and then like the
editors choice so you can slice and dice
in different ways
maybe there's a couple different people
working on your site so it could be like
one person's choice versus another
person's choice and you could make it
more personal right you could have like
the person that always buys the most
expensive thing I have a friend like
that he always buys like the premium
version of something or if you're gonna
attend an event he always gets the VIP
package
he just wants that stuff so you could
have a persona on your site it's that
guy or you know someone who's always
buying like the cheapest stuff they're
always trying to be frugal like that
would be the you know most economic buy
or something like that so you can use
the same ideas and make it unique to
your own as we scroll down they do point
out a couple other sites that they have
and there's a bio so really good really
good about page here and we'll just
quickly check I'm gonna use this tool
called SEO quake just to see that word
count so it's about a thousand sixty
nine words here that's a little it's
always a little exaggerated it actually
counts everything on the page so but we
can get a relative sense of what it is
site number two that we're gonna look at
is best massage chair reviews so again
quickly we'll just look at the homepage
big issue here is they have affiliate
content right on the home page which is
like kind of old-school it must be
working for them but as far as like
actually getting guest posts and
networking within their niche or any
sort of things like that I doubt they'll
be able to get a guest post because if a
person landed on their home page they
would just think hey this is an
affiliate site they're really pushy I
mean there's like buy buttons right here
right I mean that's like not quite above
the fold but it's like one of the first
things you see so anyway as we move on
to the task at hand which is the about
page we'll see this page it's fairly
boring so they kind of open just talking
about massage chairs in a vague way
they're just talking about choosing the
right robotic massage chair for your
home there's nothing really interesting
there's nothing here mentioning why they
started the site stories are important
right it'd be great if they said you
know I used to ride horses and I got a
developed like back pain because of it
and just anything right anything
relatable
it could be purely fabricated based on
what I just said about horses I just
made it up I don't or spec ride or
anything like that but I mean like
anything here it would be better than
than what we have so couple tips that I
would give would be like around images
right it would be great to have you know
pictures of the person that founded the
site it'd be great to have pictures of I
don't know chairs like that would be a
pretty good thing to have on here
considering like that they actually
tested them or they use them or anything
right the other part is having a reason
to start the site right so it'd be good
to add that in there
additionally it'd be really cool if they
outline the review process so I'm
guessing because of the way the site's
put together
it's very affiliate marquee looking I'm
guessing they don't actually like by the
chairs or test them or anything like
that it doesn't mean you can't put
information in there about how you're
writing your reviews you could say we
research Amazon reviews we look at
forums we work with the manufacturer and
read their materials just something like
that to tell you know the reader what
you're doing so those are a couple tips
for massage chair and if I didn't
mention it I you know I don't have any
tips for outdoor gear lab they pretty
much covered everything I guess if I you
know if I'm going to be critical which
is what these are all about I would
probably make the hero image a little
bit smaller I like to have words like
higher up above the fold so on my screen
my MacBook Pro I can see words like at
the very bottom like under the image but
I would say like a slightly smaller
image could be cool at the very top but
again that's just my personal preference
from a copywriting perspective back to
the massage chair quickly we'll check
the number of words on this about page
there are 395 so if we remember back for
the outdoor gear lab about page there
was a thousand 69 so obviously I mean
395 words isn't terrible I think that's
probably sufficient but the actual
content on this about page is generic
and boring I wouldn't be surprised if it
hired someone from like up work or
something just to write an about page
and they said make it 400 words and they
ended up with 395 I mean it's that
generic moving on to another big site
that does a pretty good job where their
about page is thoroughly reviewed so as
we're looking at their homepage it's
awesome I really like this homepage so
they have the name with a logo that's
just in the font of you know some I
guess that's a sans-serif style font and
it's just like nothing fancy nothing to
offend you it's very clean we have this
guy here who is really thrilled about
checking out the reviews so I mean I
like it they then mentioned a few
different categories so they're all over
the place they have reviews all over the
place here and I like it overall I'd I
would potentially put a feat like fewer
things on here but I have no major
gripes this is fine here so let's look
at the about page
again pretty clean they have sections
here so this is nice this is again a way
to break up the text they talk about how
they're completely unbiased and
unaffected by price or extra features if
it's good it's good so they're kind of
clear it's a little generic and they say
how they know it's best so they explain
it a little deeper and this is
interesting to go into especially if
you're thinking like how can you write
reviews if you don't have the product so
it's easy to compare side-by-side specs
but what if there's a brand or style
that you don't know about and what if
your time is limited is the site you're
looking at reliable again that's what
they're there to do so they they say
from from finding products they initiate
thorough testing to find the best of the
best and it's not unusual for them to
spend a lot of time rigorously testing
and their testing techniques so it's not
clear if they actually test it so they
don't say they purchase it from what I
can tell so each product has been put
through real-world testing we test and
record our results they test again
compare and they iterate until their
confidence they add the advice and
opinions of experts and real-life
customers and take note of online
feedback the thing that they don't
mention here that outdoor gear lab does
mention is they purchase the product so
they don't mention that they just say
they do real-world testing so it may be
interesting in another video to go and
look at the actual reviews do they have
images of them actually testing so they
indicate on the about page that they
test and record however they don't say
how they got the products if they
purchased them if they got free reviews
or sorry free review units or what
nice credibility marker here is the
writer so they list out like who they
are and why they're qualified it would
be great to have the images of the
actual people here that's really nice to
do it's always good to have a person
there as far as their process they go a
little bit deeper and at this point it's
a little bit redundant I'm just gonna
check to see if they've actually
purchased or if they mention it they say
they're they're not the reviews are not
based on the most expensive products
like other sites so they're trying to
differentiate themselves and I
appreciate as we look here the last
thing we'll check is the number of words
so 1100 that's solid that's that's
plenty I think from a writing
perspective I would suggest they tighten
it up a little bit they mentioned a
couple times this Apple to apples to
apples and apples to oranges and peaches
to plums on how to compare things and
when we scroll down like for example
let's see how many times they use the
word apples five times so
I don't know there it's kind of pushing
the analogy and you know maybe someone
isn't reading the thousand words on
their about page or the 1100 words but I
mean that's several times to use the
word apples here so I'm just nitpicking
but I had just happened to see that so
okay quick recap from everything so
outdoor gear labs superior I mean they
it's a huge site I'm sure they have a
lot of people you know working on the
team there they are purchasing the
products or explaining what they do and
they are showing you know an example of
how they are testing the products they
explain some of the things you might
need to know about the reviews and
editors choice the best buy like that
sort of thing and how they organize it
just really really strong and huge like
credibility markers like throughout this
it's about a thousand words or so a
thousand 69 words if you're looking for
you know sort of best-in-class
of writing an about page outdoor gear
lab is a great example best massage
chair reviews this is not a great
example of number one an a homepage
which is an aside but they really should
have like an about pay or sorry a home
page that is more like a home page not
an affiliate review their about page is
you know about as bad as you can get I
mean there's about 300 400 words here
395 it is very generic there's no story
there's no images it's basically
meaningless they'd be better with a
hundred words that told the story of the
person in an image right so this is bad
don't do this when we're moving on to
thoroughly reviewed solid homepage may
be too many options right but they do
have various categories so potentially
you know someone can narrow down to
electronics right they could do that as
far as the about page it's pretty good
it's long enough for sure I like that
they're using images that's really nice
I added the writers in here nice touch
if you can you know if you have a few
people writing on your site it'd be
great to put a you know a section there
why they're qualified
I think tips here they can add an image
it would really go a long way and I
think you know this other image here is
great the other part that they can do is
you know tighten up anything that's
redundant I think they could probably
cut out one-third of the words just from
an editing and copywriting perspective
and make it faster right I mean they
don't need that many words they're not
trying to rank this page for anything so
my you know suggestion is just make it
more concise there's no reason to repeat
yourself with you know an about page
just get to the point and move on
the thing that they left out is whether
or not they test the products like
physically and how they obtain those
products so I'll probably review a few
of there or I'll tear down a few of the
reviews so be sure to check that out you
know search for the channel it may come
out in a couple weeks so question of the
day what tips do you have for these
sites on their about page so be sure to
consider outdoor gear lab the massage
chair site and thoroughly reviewed I'm
Doug Huntington we'll see you next time
on Tuesday tear downs
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