Even though the “About us” is most likely the most visited page on a company website, many business owners don’t think it’s that important. Well, it matters the most. The goal of an “about us” page is to introduce your brand and business to your target visitors. It should tell them exactly who you are and what you do; so that you can build trust and drive conversions. In the lines below, we’ll talk about some of the most common mistakes we see happening when designing an “about us” page.
Failing To Tell Your Story Right:
First things first: you have to work hard on your page, and tell your company story when crafting the ‘About us’ page. Keep in mind that visitors are curious to know who you are; what you do, and how you can help improve their lives. Sadly, many business owners talk too much about their achievements. They brag about alleged accomplishments, and they often lose focus from their initial goal: which should have been to stay focused on content that is useful to the target audience.
Do you feel stuck in a rut? Before crafting an “about us” page for your official website, answer yourself the following questions:
- How did it all start? How did you come up with the idea for your company?
- Did you open the company alone, or did you have help?
- What or who inspired you to come up with the business idea?
- What are your company’s mission and core values?
- As a business, what compels you to wake up every morning and do the job that you do?
No Description For The Purpose Of Your Website:
On a general “About us” page you can add: services, products, or just let your audience know who you are and what you do. It’s up to you to decide. However, it is important to be accurate; let your visitors know exactly what they should expect to see on your page. It might be a smart move to add reasons what clearly state what sets you apart from your main competitors.
No Visuals On Your “About Us” Page:
Visuals matter just as much as your content. In general, “about us” pages don’t feature a lot of content. Regardless, it doesn’t mean you should skip it. The same thing goes for images and other forms of visuals. The human brain is able to process a lot of visual content; and it does it about 60,000 faster than plain text content.
Aim at making a killer first impression; eliminate walls of text that seem confusing. Most readers don’t have time to read blocks of text. They want to be able to skim the whole thing, and still be able to summarize the main point. You should use bullet points and subheadings to structure your content and keep paragraphs shorts and actionable.
No Visible Opt-In Forms:
In some cases, your “About us” page may not be your top priority. Regardless, people will still want to access it. If you don’t have an opt-in form that grabs attention, people won’t want to come back; you risk losing prospects for good if your “about us” page doesn’t compel them to keep browsing your website.
Choose an opt-in form that captures attention; keep your goal in mind – which is to convert subscribers into leads. Newsletters are highly recommended, because it helps build and develop your email database.
Where’s The Contact Info?
Failing to include contact information on your “about us” page may cost you valuable leads. You can’t afford to let that happen. As a consequence, it’s best to set up essentials from the very beginning. Include information like social media channels, too. A lot of your visitors and prospects may want to reach out via Facebook or Twitter. Not all will be willing to give you a call, or come visit at your physical address.
Designing an “about us” page for your website is easier said than done. The secret is to adhere to the best practices if you want to see results. Don’t be afraid to ask for guidance if you feel stuck. An experienced corporate SEO in London might be able to help clear the air.