The About page is the second most visited page on your website (second only to the homepage). After reading your pitch on the homepage, assuming they’re still interested, their next step in researching this potential purpose is the About page – they want to learn more about you and what your company is all about.
It’s important to have a compelling About page if you want visitors to stay on your site, possibly reach out to you, and maybe even make a purchase. But if you’re not experienced with writing About pages, it’s easy to fall into some common mistakes. Here are a few – and how you can avoid them.
Not telling a story
We humans are story-driven creatures. We find stories interesting and compelling. One of the greatest ways to have an engaging about page is to tell the story of your business – in a creative, well-written way, of course.
Skipping the pictures
Humans are also very visual. Pictures – especially pictures of other humans – are engaging to us and inspire trust. Add at least one picture to your About page. This could be your company’s founder, head shots of all the company executives, or a group shot of your entire team if your business is small. (Also make sure to caption it so people know what they’re looking at.)
Making it too long
There are very few cases when your About page needs to be long. And most of your visitors will have short attention spans. They want something they can skim and get the gist of without having to read a ten-page essay. Cover the important information, but don’t make it too long.
Sometimes an industry-specific term can’t be avoided. But for the most part, your About page should be as readable as possible by the average person. That means avoiding technical terms, jargon, and business babble and just giving straight talk about who your business is and what you do.
Thinking your About page is about you
This is probably the most common pitfall to fall into. Your About page is telling people who you are, obviously it’s about you, right? Well, not so much. Your About page is really about the people who visit your site and read it. Don’t focus on you so much as what you can do for visitors and how you can solve visitors’ problems. Prove why your business benefits the reader, and they’re that much more likely to stick around and consider purchasing.