It looks like one of the simplest and least consequence pages on any website. However, research has shown that a substandard “About Us” page never fails to send leads in the wrong direction.
The simple fact of the matter is that this is the only page that gives you the opportunity to tell your target audience everything there is to know about your business. Or at least everything that you want let them know, so they can formulate a positive opinion of who you are and what you do.
Still, the evidence seems to suggest that many companies are still making a number of common mistakes. Fall for any of the following traps and you could be doing your own business and website a disservice:
1. I, I, I
First of all, it is not all about you. Don’t be fooled by the title: an “About Us” page is all about showing customers how to they can benefit from meeting you. Which strategically means them about your business in a way that addresses their needs, their expectations, and what motivates them. Instead of just showing off and bragging about how cool you are.
2. No indication of its purpose
Most likely, they already know what you sell and / or do. But what about the purpose of your business? Like in why Are you what you do and what sets you apart from others? Focus on justification and communicating why your business exists, in addition to its obvious role as a money maker.
3. No right to reply
In many cases, those who want to contact you on a whim won’t bother to copy your email address, go to their account, and write an email. Conversely, if it’s as easy as simply ticking a few words in a couple of boxes on your “About Us” page, they’re much more likely to get in touch.
4. All text, no images
Since the importance of these pages is often overlooked, many companies don’t pay much attention to their overall appearance. The rest of the website is lavish with stunning images – this page features nothing but boring, uninterrupted text. Considering the fundamental importance of your ‘About Us’ page, it really pays to take your visual presentation seriously.
5. Lack of links
If the content on the page does a good job of convincing readers that you really are the real deal, they will likely want to take a look at your most popular products and pages. As such, you may want to consider including at least a handful of links accordingly.
6. TMI
Last but not least, if you have a lot to say about your business and can’t bear to leave anything behind, consider spreading your story over multiple pages. One of the worst things you can do is put too much information on your ‘About us’ page; By doing so, you will almost certainly scare your readers at a glance.
If you are unsure about this, your web developer or agency may not be the best resource to use, try to find an online marketing consultant who has experience with marketing websites.
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