Thursday 05 June, 2014

The About Page – Common Mistakes and How to Avoid Them

When people create websites, they all too often slap together the about page at the last minute. You may not be aware of this, but it could be your site’s most visited page. Site visitors go there to find out about who you are. It’s essential for gaining their trust, and trust is what turns them from casual visitors to loyal fans and customers. Here are some of the common mistakes companies make with their about pages.

Generic Corporate Speak

If you look around at about pages, you’ll see a slew of corporate-speak that’s dull and generic and, worst of all, doesn’t tell the visitor anything about your business. Try writing your about page in simple, casual language that speaks directly to the visitor as a human being. Make each word count in communicating to them what your company is all about. It should also show your company’s personality.

Products and Services

Your about page isn’t the place to tell people the specifics of your products or services. That’s what the rest of your website is about. The about page should give a broad, bird’s eye view of your company that they can take in at a glance.

Inconsistent with Brand Message

Your about page should communicate your company’s unique qualities and do so in a way that’s consistent with your brand message. If you offer internet security products, for example, and your about page is too goofy and fun, this might send the wrong message. People need security they can trust, so it needs to be serious.

Take a minute to think about your customers’ expectations when they visit your website. The design, elements, tone and message of your about page should reflect these expectations. Look at other about pages in your niche if you need ideas on what’s appropriate, but also keep in mind that it needs to be consistent with your brand message above all.

The Brag Page

While you may want to show off your accomplishments and credentials, don’t do so in a way that appears like you’re bragging. Remember that the reason for showing these is to build trust. Show them enough of your accomplishments to prove to them that you’re for real, or show them things that make you stand out from your competitors, but don’t turn your about page into a list of brags.

All Things to All People

A bad about page tries to be all things to all people. But one of the reasons your visitors check the about page is that they’re asking themselves, ‘Is this company right for me?’ If you’re trying to please everyone, you please no one. Create your about page with the individual profile of your target market in mind. Speak directly to them. If the page turns people off, they weren’t your people.

The Great American Novel

Your about page should be quick and to the point. Don’t try to write The Great American Novel. Brainstorm what you want to include and write it, and then pare it down so that it’s as short as possible while still saying what it needs to say.

Set and Forget

An about page is always a work in progress. Don’t neglect it. From time to time, you should check it out to make sure it still accurately conveys what you’re about. You might want to make changes to it sometimes to reflect changes in your market or current trends.

Bob Steele

Bob Steele is an entrepreneur, software developer, marketer, and author living in the Denver metropolitan area. He’s an avid outdoorsman who loves skiing, hiking, fishing, boating, and just plain having fun. His interests include games, space, technology, physics, cooking (well eating actually), economics, business, internationalism, and team sports. With over thirty years of professional consulting experience, Bob has been exposed to many diverse business models and has gained a sensible approach to life. Bob’s company, WaveCentric is focused on commerce, marketing, and entertainment related products.

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