Some may think of their about page as an afterthought. I mean, what’s most important is your content, right?
While content and product pages are certainly important, your about page is the one place where people can get to know you and your business best.
And people like to buy from people, which means if your about page isn’t accurately describing you and who you serve, you could be missing out on business.
Today we’re covering mistakes you may be making on your about page and exactly how to fix them.
Mistakes You’re Making On Your About Page (And How To Fix Them)
1 | No description of your website’s purpose
The about page is not only a place where you can describe yourself, but it’s also the “about” of your business.
Sharing the types of content you will cover and the products you sell will give the reader an understanding of your business and if they want to consider working with your or buying your products.
Your business probably doesn’t appeal to everyone, so you want to accurately describe what visitors can expect from visiting your website, so they know if they’re in the right place.
This is also a place where you can describe what makes you different from your competitors and why someone should work with you or buy your products. You want to showcase yourself, so don’t be too shy!
2 | Too much emphasis on you
Many about pages are focused all around the business owner and their story. While your story as a business owner is unique and worth sharing, you also should remember to make the main focus of your about page about the readers.
How do you help your audience with the services or products you offer. How will their life be improved/better/easier once they select to work with you or buy what you’re selling?
Melyssa Griffin does a great job of this on her about page:
See how she points out creative entrepreneurs, bloggers, and small business rockstars? If someone visits her site and relates to one of those descriptions, they immediately want to learn more about her and her website.
Identify adjectives and job titles that your target audience uses to describe themselves and use those words on your about page to describe your business.
3 | No personality
While you want to write your about page to focus on your ideal audience, you do want to show off some of your personality too. Like we said earlier, people like working with and buying from other people, so if your personality can resonate with someone else, they are more likely to purchase from you.
Try to write like you would talk in person, instead of sounding too uptight and formal as you describe yourself.
Freelancer writer and yoga instructor Jessica Lawlor features 10 fun facts about herself so the reader gets to know her as a person and not just about her professional experience.
Another way to share more of your personality is to feature your getting started story for your business.
Though the beginning of most businesses is messy, confusing, and not glamorous, people appreciate seeing where you came from.The 6 mistakes you might be making on your About page...and how to fix them in this blog post!Click To Tweet
4 | Not directing to your most popular pages or products
It’s safe to say that probably one of your most visited pages on your website is your about page (check your Google analytics to find out for sure!).
Your about page may be the first or second page someone lands on when they visit your site. But if you aren’t directing them to your most popular pages and products, how will they know where to go from there?
They won’t. So they will probably leave your site and never come back.
Feature your top blog posts, categories of content, and products so the reader will know the next step to take after reading your about page.
5 | No call to action
Every page of your website must have a call to action. Whether it be signing up for your email newsletter, viewing your online shop, or linking to your getting started guide, you must have a call-to-action and your about page is no different.
You want the reader to stick around your website and to learn more about your brand. If there is no call to action listed, they aren’t sure where to go from there, so most will never visit your website again.
But if you hook them with your email newsletter offering or a getting started guide, many will click to learn more about those offerings.
6 | No contact information
A minor mistake, but one that can cost you big time: no contact information.
This doesn’t mean you have to list your personal telephone number and address, but an email address and your social media handles will be totally fine.
Contact information is especially important if you are a solopreneur and you offer services for clients. Some readers may want to immediately contact you to learn more about the services you offer, and if you don’t list contact information they won’t know the best way to get in touch.
As you can see, your about page shouldn’t be an afterthought of your website. It’s an important part of describing your brand as well as describing you, the business owner.
Most importantly, remember that your about page is not about you, it’s about your readers and how you can help them.