Writing about yourself (or your business) has to be one of the hardest things to write about. I know. I write website content for a living and I rewrote mine completely. Three times. And I still don’t love it! So, to make your job a little easier I’ve put together my top 6 about page mistakes to avoid when writing your About page.
About pages have become the second most visited page on a website. Yet it is one that we rarely think of optimising for conversions. It is kind of low on the priority list, a bit of an afterthought and not somewhere we think of as a good opportunity to get visitors still in the stalking stage to become red hot leads. But it is. If you check out OK, if the stalker connects with you, it is often enough for them cough up their email address, if not their cold hard cash.
These tips are also about saving you time, as well as snagging a few leads. Keep them in mind when you start writing so you don’t have to go back and do a fix-up. Going back and trying to squeeze them in can get kind of tricky.
- You don’t have a call to action
I know, I know. I am starting at the bottom first but this is possibly the most common mistake that businesses make. It is way too easy for visitors to just click away, so tell them what they need to do next. Take them by the hand and guide them to where they need to go and what they need to do.
Usually it is to sign up to your email list, so an email opt in can simply be included on the page. But there are plenty of other merry little pathways that you can lead them down, depending on what your primary goals are at the time – link them to your blog, your social media account or at the very least your contact page.
- Where’s your social proof?
Social proof has a big impact on conversion and not including it on your About page is a missed opportunity. So, what is social proof? In basic terms it is proof to your visitors that others have gone before them, making them feel more confident about you and what you offer. Social proof makes visitors comfortable knowing that others like you, support you and do business with you. And it gives potential customers reassurance that you are the real deal.
Some ways you can include social proof on your About page to build trust and credibility include:
- Mention well known brands you have worked for
- How many followers you have on social media
- A photo of you speaking at a conference or similar. See, you are an expert in your industry.
- Awards you have won
- What’s your name buddy?
Sounds simple I know, but so many About pages completely miss including their name. And I mean, a real person’s name. Not “The Used Car King” or some other spammy, creepy name that you think sounds cool. Visitors are reading your About page because they want, no they need, to make a connection with you. That’s unlikely to happen if they don’t know your name.
And besides how else will they stalk you more, if they don’t know who you are?
- What do you look like?
A photo helps people feel like they know you. It is as simple as that. And if people feel as though they know you, they can start to connect with you, which is what the aim of the game is here. Connection, then trust, then conversion.
- It’s not all about you!
Your About page is all about you, right? Wrong! Well, sort of. It is not the place to drone on about your life story starting way back when you were a tiny tacker. Try putting yourself in your customers shoes and think “what do they want to know about me and my business?” not “what do I want to tell them?”
It is important that you know your customer well. Chances are you do, so flip it and think about what value you give. People do want to know about you, but chances are they want to know how you can help them more.
- Stop! That’s enough
While you want to share your story, you need to tell it concisely. Your visitors are busy peeps and when you start waffling, they start clicking…..back clicking….’get me out of here as quick as you can’ clicking. Short really is sweet.
All these things are well and good but my final tip (Yes, I know that makes it seven, think of it as a bonus) should really go without saying. But, hey, I can’t help myself. Avoid trying to be someone you’re not. The real you and your real story is exactly what your customers want to hear. Because, guess what? They haven’t heard it before. It belongs completely to you and it sets you apart from everyone else, including your competitors.
Oh, and finally it’s OK to break up your page a bit with sub headings, images and so on. It makes it easier on the reader, meaning they might just read till the end.
Over to you.
How did you tackle writing your About page? Do you have any tips to share?