It looks like one of the simplest and least important pages on any website. However, research has shown that a poor ‘About Us’ page never fails to send prospects 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 company. Or at least everything you want that they know, so that they formulate a positive opinion of who you are and what you do.
Still, the evidence would seem to suggest that many companies are still making a number of common mistakes. Fall for any of the following traps, and you could be seriously hurting your own business and website:
1. I, I, I
First of all, it’s No all about you. Don’t be fooled by the title: an “About Us” page is all about showing customers how they can benefit from getting to know you. Which means strategically telling them about your business in a way that focuses on their needs, their expectations, and what motivates them. Instead of just showing off and bragging about how good you are.
2. Without 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 because is what you do and what makes you different from others? Focus on justifying and communicating why your business exists, in addition to its obvious role as a money maker.
3. No right of reply
In many cases, those who wanted to contact you on a whim will not bother to copy your email address, they will go to their account and write an email. Conversely, if it’s as easy as hammering a few words into a couple of boxes on your ‘About Us’ page, they’re much more likely to be contacted.
4. All text, no images
Given the fact that the importance of these pages is often overlooked, many companies do not pay much attention to their overall appearance. The rest of the website is washed down with flashy images – this page only features boring, non-stop text. Considering the critical importance of your ‘About Us’ page, you really want to get serious about your visual presentation.
5. Lack of links
If your page content does a good job of convincing readers that you really are the real deal, they’ll likely want to take a look at your most popular products and pages. As such, you may want to think about including at least a handful of links accordingly.
6. ICT
Last but not least, if you have a lot to say about your business and can’t leave anything out, consider spreading your story across multiple pages. One of the worst things you can do is include too much information on your ‘About Us’ page; by doing so, you will almost certainly scare your readers away at a glance.
If you are not sure about this, your agency or web developer may not be the best resource to use, try to find an online marketing consultant who has experience in website marketing.