Why Your About Page May Be Missing the Mark

If yours is like many of the businesses websites we see, your About Page

– has been collecting dust since the time you first published it
– doesn’t exist
– doesn’t show a reader where to go next (contact, buy, visit another page), or
– fails to connect with your website visits.

But if you were to check your metrics, and if you have an About Page, you’ll likely find that almost every visitor that has come your way has clicked on that neglected link in hopes of finding out more about your and your company, and to look for perhaps just one more reason to choose you instead of a competitor.

Here are some common errors, and tips on how you can give your About Page that much needed makeover today:

Mistake #1: No Name To Be Found

When we say “name”, we don’t mean your company name. Your About Page is a chance for you to create a connection with your visitors, and the best way to do that is to use your real name.

For this, we have two pieces of advice:

a) If you have a fairly common name, add a middle name or at least a middle initial to help differentiate yourself
b) If you don’t feel comfortable using your real name, use a professional pseudonym (more business owners do this than you might realise!, or if you have a team, use first names only.

Mistake #2: No Picture To Be Found

Much like having your name on your About Page, having an image of yourself (or your team) will help give your visitor an idea of who you are. That picture, when coupled our next segment, will help visitors feel as if they know you and, therefore, begin to develop trust in you.

Mistake #3: Your Content Stinks

There’s nothing worse for visitors than hitting up an About Page that’s loaded with dull content. While there should be some structure to it, this doesn’t mean that your fabulous writing style has to go out the window. To fix this problem, start by:

a) Avoiding the temptation of using formal speech and use your own unique writing voice (this may include incorporating some humour into it – if you can manage it, and only if appropriate to your niche)
b) Unless it is an important way to connect with your target market, any corporate jargon. Certainly avoid using hyped up language.
c) Think about your visitor and why they’re there in the first place (i.e. how can what you know and do benefit them/solve their problem/make their life easier?).

Finally, keep in mind that contrary to its name, the About Page is more about the person who has clicked on the link than about yourself. So write from the perspective of “Because I know X, it will help you by Y – this will help you to avoid irrelevant topics, and you’ll be sure to hit the mark.