Every website needs an “About Us” page. The “About Us” page is the second most visited page of your website, behind the Home page. You have a few seconds to convince the visitor to continue reading. Otherwise, they will move on from your site before learning about the great services or products that you offer.
Writing your “About Us” page for your business can sometimes feel hard. It’s much easier to have an in-person conversation about who you are and what you do. However, it’s critical that your “About Us” page conveys compelling information for your website visitor to do business with you.
If you are a solopreneur, you may have an “About Me” page instead of an “About Us” page. Regardless of whether you are a one-man (woman) band or have a whole team of people, the same rules apply. For simplicity in this article, I’m using the term “About Us” to mean both “About Us” and “About Me” pages.
Over the years I’ve noticed five common mistakes that people make on their “About Us” page. Avoid these marketing mistakes and your site will keep visitors engaged and interested in how you can help them with your products and services.
#1: Have A Good Photo of Yourself
Your website is a reflection of you and your brand. Visitors want to make a connection with you. They want to know more about you as a person. More importantly, are you trustworthy?
A high quality, professional picture of yourself helps the buyer feel more comfortable and at ease. It strengthens the relationship between you and your potential customer. The viewer can now put a face with your name and has a general idea of your business.
#2: Include Your First and Last Name in the Title of the Page
Similarly, not including your first AND last name on your website is a big mistake. Visitors become cautious and confused because they can’t fully connect with you.
Remember, you can’t sit down and have a conversation with your prospect. Your website must do this for you through its text and images. Visitors want to know the important details about you before they consider doing business with you. And this includes your FULL NAME.
Also, imagine that someone loves your website and wants to tell others. They may pass on your name, instead of your business name or website URL. You may be missing out on referrals if you’ve only included your first name on your “About Us” page.
#3: Write Your Text in the Third Person
What’s the difference between first and third person? Don’t worry, you’re not back in middle school English class.
It’s simple. If you use “I”, “my”, or “we”, you are writing in first person. For example, “I am a teacher, trainer, and mentor when it comes to building an online business.”
In third person, I’d write, “Christina Hills is a teacher, trainer, and mentor when it comes to building an online business. She helps…”
So use the third person on your “About Us” page. It sounds more professional. The way someone would introduce you if you were getting ready to speak at a conference. It also sounds unbiased and objective.
#4: Have Your First and Last Name in the Page URL
Some people will forget the name of your business and google search your name. You need your first and last name in the page URL. In the screenshot below, you can see the URL for my About Us page is https://websitecreationworkshop.com/about-christina-hills/. Be sure to use dashes instead of underscores, since search engines read dashes as spaces. And you want the search engines to understand your title.
#5: Make Sure You Have a Call To Action
Finally, your “About Us” page should have a Call To Action. A Call to Action is a button or link that gives the viewer an action to take. After your visitor has read your “About Us” page, what do you want him to do next? Subscribe to your email newsletter? Follow you on social media? Both of these are examples of a Call to Action.
Don’t miss this important step! Your Call To Action should be obvious. Providing a clear next step for your visitors will keep them interacting with your site and increase the likelihood that they will become paying customers. You can view the about us page for Christina Hills here
Remember, the “About Us” or “About Me” page is not about you and your business. It’s still about your prospective client. Your goal is to share relevant information and start a relationship with the visitor. Your “About Us” page should convince your prospective client to stay on your website longer and eventually turn into a paying client.
And don’t forget about your “Contact Us” Page too! You can read my article on the 5 things a Contact Page needs here