One of the most visited pages on your website may also be the one you probably neglect the most. That page is the About Us page. For most small businesses, this lack of attention can translate into lost sales. Potential customers visit your About page to connect with you and learn what makes your business stand out from the competition. If you’re not building rapport, you’re missing an opportunity.
To make sure you are not making the same mistake as others, go through our list of “About Us” page faux pas which could be limiting your website.
You Don’t Have an “About Us” Page
Do you even have an About page?
I mean a page explicitly called “About Us” sitting in a conspicuous corner of your website and not a page called “Resonate” or “Experience” or “Meet the Team” that happens to talk about you.
It’s bad for user experience when you leave interpretation to the imagination of your readers. Make things clear from the onset so they know exactly where to get the information they need.
The situation becomes even more urgent if you don’t have an About page at all.
There reason About pages attract so much traffic is because people want to know who they are doing business with before making a commitment.
You Don’t Have an Opt-in Form Installed on Your About Page
This is one of the most common blunders people make with their About pages. If your About page is receiving so much traffic it only makes sense that you should optimize it for generating leads.
Each of those visitors to your About page is someone who may never come to your website again unless you get them to subscribe to your email list via opt-in form.
Once you get them on your email list, you can then send them engaging content and eventually turn them into paying customers.
Nobody Can Find Your Name or Your Credentials
Very few things are more frustrating that an About page that does not reveal who is actually behind a website and what their credentials are. That’s one of the main reasons anybody would look at an About page in the first place.
You want to make sure that your full names are there or a memorable pseudonym to make you standout, and also your credentials to show people exactly why they should be listening to you on that topic.
Are you a registered Doctor and run a health site? Put that on your About page! Did you lose 50 pounds using a particular diet and now run a nutrition website? Great, put that on your About page!
Where’s the Social Proof?
Nothing tells a person you are an expert more than other people saying that you are. People online are invariably going to take anything you say about yourself with a grain of salt. So, what are others saying about you? Take that, and put it on your About page in the form of testimonials.
Other ways you can leverage social proof include showcasing brands you work with, highlighting the number users for a service, and pictures that depict you as an expert in your field. The list is endless. The important thing is that you don’t miss out on conversions by not leveraging social proof.
Your Writing Is Boring
Big words merely pull your reader out of the story you are trying to tell. You want to keep your About page as simple as possible so that everybody who visits knows what your website is about and the value which you offer. Any other thing may simply ruin your chances at a conversion.
A general rule of thumb is to write the way you talk; use a conversational style and let your personality shine through.
Remember to keep your About page short (no more than 300-400 words) and clear. You will be surprised just how much of a difference these changes will make as far as conversions are concerned. If you need more advice reach out to us here at Eternity so we can talk about your business and how best we can present it in front of your target audience.