Just about every website has an “About” page.
Writing them is actually harder than it might seem at first glance.
What exactly are you supposed to say? How long should it be?
It's easy to neglect your About Us page.
It's really not a key “money page” on the majority of websites, and although it will get some traffic, it's not something you usually promote actively.
Frankly, most About pages just aren't that great.
But this is something that reflects back on your entire business.
People do check these pages out, and it's supposed to be something that really captures the spirit of your brand.
A lame About page doesn't look so good for your business.
In a recent article for Entrepreneur, investor and marketing expert John Rampton explains what you shouldn't do with your About page.
Here are some of the most common mistakes that people make.
1. It’s all about you, you, you.
Obviously, you need to tell your businesses story. Remember, visitors are curious to learn about you, what you’re doing and how you can make their lives better.
Unfortunately, a lot of business owners just go on and on about their accomplishments. They tell their entire life story without really explaining what their business does.
Tell your story.
Avoid the generic corporate speak and show off your personality. Have fun while explaining what you do and how your business solves a pain point.
If you’re stuck, answer these questions when creating your “About Us” page:
- How did your company get started?
- Who are the founders?
- What gave your the idea to start your business?
- What are your core values?
- What motivates you as a business?
2. Not leveraging social proof.
Social proof is probably the most effective way to build credibility, trust and authority.
Proudly display testimonials from previous clients, links or logos to publications where you’ve been mentioned, even screenshots of social media shout-outs about how incredible you are.
Are you boasting? Maybe just a bit. But you’ve earned, so don’t be shy.
3. Too much information.
You’re not writing “War and Peace” here.
Your “About Us” page should be concise, ideally 300-400 words. If you’re having trouble winding down your “About” page, use your elevator pitch as a guide.
4. No contact information.
This can be a costly mistake.
At the very least, your “About Us” page should include an email address and social media handles.
Help your visitors contact you if they have any additional questions or concerns.
You can find more tips for writing your “About Us” page over at Entrepreneur.