Your About page is one of the most important pages on your website. It’s also one of the most difficult pages to write…
If you want to discover what the three other most important pages are head over to the Kate Coote. blog, where I wrote a post on that very subject…
But for now, back to your crucial About page. Why is it so important?
When I’m asked to present on the subject of digital content marketing, I will often liken the similarity between online and offline marketing. It’s important to remember that nothing has changed since the middle ages when market square trading and bartering was the way business was conducted. Over 500 years later and we still prefer to do business with people we like and trust, but these days your market place is bigger, and you don’t always get to meet your customers face to face.
For that reason, your About page is a great way to build trust and credibility and it also serves to show that you’re a jolly nice person!
So why not take a look at your About page and see if you could do better at building your customer relationships. If you’re making any of these 5 mistakes you probably could!
- It’s all about you – Guess what? It’s not about you…. Your About page should be about your potential clients and customers. Of course it should serve to give your visitors some background information. But never forget that the underlying aim of this page is to identify your prospect’s requirements and convince them how and why you’re qualified to help them.
- It doesn’t include a photo of you – Your visitors want to know who you are, an up to date photo helps them connect with you. Please invest in a professional profile image that you can use on your About page. Develop brand consistency by using the same photograph across all your marketing channels.
- It has no point of difference – If your About page includes the words, “We are passionate about what we do” or “We offer excellent customer service”, I beg you to think of a more creative way to demonstrate your passion for business and your commitment to customer service. Can you give examples? Can you include a testimonial that will support this claim? Otherwise it’s just jabbering sales talk and you won’t stand out from your competitors.
- You’re trying to be somebody you’re not – Write your About page, as if you’re explaining to a customer face-to-face what you do and how you can help them. This will help you to avoid dull, corporate speak. It’s important to remember you are writing this page for your customers, not for your competitors!
- You haven’t included a Call to Action – Once your prospective clients and customers have read your About page you should lead them clearly by the hand to take their next step. Like this….
If you would like your About page reviewed and rewritten, get a quote HERE. If you’d like more tips on copywriting and content marketing in general, scroll down to the bottom of this page and “Sign Up for News”. We won’t spam you but we will send you great advice!