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Avoid boring About page

Boring ‘About’ page? Bring your customers centre stage because it’s not all about you

Have you looked at your About page on your website recently? Does it tell your story and connect with your customers or does it leave you feeling a bit cold about your own business? Do you even have an About page?

There’s no doubt about it, About pages are incredibly hard to get right. Too often, businesses bang on about themselves with no thought for the customer, or the page gets overlooked altogether. The thing is that your About page is probably one of the most viewed pages on your website. I know mine is. In the last year, only my Home, Rates page and main blog pages have been viewed more often.

You’ll find that potential customers often turn to an About page for reassurance, credentials and social proof before deciding to buy from you. If you don’t get it right, you could lose out on business.

So, what are the common About page mistakes that you might be making and what can you do to fix them?

Mistake 1: You don’t have an About page

In a drive to simplify your website, perhaps you decided to ditch your About page altogether. After all, you thought, if customers want to know more about your business, it will give them a reason to call you. Hmm, I disagree. You might well be giving them a reason to go elsewhere. People don’t want to work that hard for initial information or they might even wonder why you don’t want to talk about your company.

Perhaps you do have an About page but you’ve decided to call it something different like ‘Moi’ or ‘Experience’ or ‘Where the magic happens’. The thing is that people are busy and time is precious. Personally, I would always recommend calling a spade a spade when it comes to website navigation and naming your pages. If you have an About page, call it that instead of trying to come up with a clever alternative that may not be clear at first glance.

Mistake 2: You think your About page is about you

Although your About page is about your business, it’s important to never lose sight of your customers. So many About pages fail to convert because they’re all about me, me, me/us, us, us. Even when talking about your business, I think it’s important to frame it within what you can do for your customers or what you have already done for people like them. By showing your customers that they’re your priority, you’re more likely to keep them engaged with your website and brand.

Mistake 3: You’re failing to connect with your customers

If you have a strong story behind your products or business, your About page is the perfect place to tell it. Use the story telling skills you learned as a child to make an emotional connection with your audience. You can do this by being descriptive, using emotive words and simply letting your story, with all its highs and lows, unfold for the customer.

When you tell the story behind your business, it’s a wonderful opportunity to show your personality, your passion, your motivation, how you’ve risen to challenges and so on. Most importantly, it lets you make a very human connection with your customers.

Mistake 4: It’s boring or packed full of jargon

I think it’s really important to add some personality into your About page and step away from jargon-filled, dry text where every paragraph begins with ‘We do this…’ and ‘We do that…’.

Again, your customers are more likely to engage with your About page if it’s clear, simple and jargon free. If you can communicate what you do in terms of how it benefits your customers that will take your business a lot further.

Your business is unique and while you aren’t your business, you are a big part of it, so let your voice be heard.

Mistake 5: There’s no social proof

I think testimonials work really well on About pages. You might want to introduce yourself or your business, what you can do for your customers and so on, but then follow this up with some sound-bites from existing customers.

For people who are unfamiliar with your company, social proof offers reassurance that others have bought from you and it’s been a positive experience. If you have awards or have been mentioned in the press, your About page is a great place to showcase your credentials, even if it’s by incorporating logos or bullet points of your accomplishments into the design.

So, does your About page make the grade? Have you seen an About page you love recently? What do you look for in an About page?

I’d love to hear your thoughts in the Comments below or over on my Facebook page.

Yawning baby photo credit: twob via photopin cc

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Emma Heasman

Emma Heasman has been an in-house and freelance copywriter for the past 13 years and launched The Freelance Copywriter in 2003. Ever passionate about copywriting, she now works with small businesses to help them write copy that speaks to their ideal customers. Connect with Emma on Google+

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