5 Common About Page Website Mistakes to Avoid
Is your website About page working FOR or AGAINST you?
The About page is the second most visited page after the Home page. BUT as a website copywriter, I often see this essential page being neglected by service providers – which is such a missed opportunity. Or businesses have an About page but make critical content mistakes that turn potential clients away.
Read on to discover 5 common About page website mistakes to avoid and how to give this vital page the boost it deserves.
Mistake 1: Not having an About page.
Every website needs an About page. It’s a page that allows you and your biz to showcase your know, like and trust factor, display the people behind your business, and highlight their experience, expertise and values.
Plus, it provides an all-important human touchpoint that builds rapport with your ideal clients.
Not having an About page is a BIG mistake.
Mistake 2: Using generic, faceless content on your About page.
I often visit the About page of a service provider I’m thinking of hiring, only to find very little information or nothing about WHO is running the business!
People want to work with people not a faceless entity.
I don’t know about you, but I want to know who I will be working with. So, when I go to an About page and find only one measly paragraph about the business and nothing about who they are and what they stand for, it doesn’t inspire my confidence.
Worse yet, is when there are no team bios or photos of the people who work there. This might be understandable for a huge company with a team of hundreds. But if your business is literally you or a small team, who you are, your expertise and showing a glimpse of the people behind your business is essential.
Because with countless competitors selling the same service at similar prices, what sets your business apart is YOU.
So, use your About page content to its full potential.
Mistake 3: Making your About page all about you.
While the About page should tell your story, remember to connect it back to your ideal client. Potential clients want to know “what’s in it for me?”
How does your expertise and experience benefit them? Craft your story to appeal to your ideal client and address their problems and needs.
Showcase your authority and include social proof of your capabilities. And make sure to use the word “you” more than “I” or “we.”
Mistake 4: Using too much industry jargon.
If your audience is the general public, cut the jargon!
You’re not writing for industry insiders, so you need to create content that is easy to understand and doesn’t cause confusion or overwhelm.
Because if people don’t understand what you and your business do, they’ll exit your website in a hurry!
Mistake 5: Forgetting to add in your personality.
Your About page is perfect for letting your personality shine and highlighting your unique selling proposition (USP).
Don’t hide what makes you, you! It might very well be your personality, business story or love of dogs that converts a browser into a buyer.
So, get personal and showcase small details like what you get up to on the weekend, if you’re a parent, avid surfer or marathon runner. These personal hooks inspire connection and are great conversation starters.
So, there you have it. 5 common About page website mistakes and how to avoid them. Addressing these 5 pitfalls will make your About page work harder for your business. Plus, attract, connect and convert people who resonate with your brand.
Did you know? I offer an About page copywriting package that helps you stand out from competitors, attract ideal clients, and generate all-important enquiries.
For more details, visit my website copywriting page (link in bio), DM or contact me to discuss the first steps.
