Your about page.
According to some sources, it’s the least visited page on a website. According to other sources, it’s the most visited page on a website.
Frankly, I couldn’t care who’s right and who’s wrong, because in direct response marketing terms it really doesn’t matter. If you’re doing the ad campaign – landing page – conversion – sales thing your about page probably won’t figure in that funnel.
However, you should have an about page because some people will look for it. And if you do have one, it should be doing something useful.
So let’s start with seven common mistakes.
- You don’t have an about page. Whether it’s visited loads, or not that often, people will look for it. If someone wants to find out more about you and your business, make it easy for them. Wanting more information is a great sign of someone who’s a good prospect. You can use these metrics in your online advertising too – I go into more detail about this in my book, Business For Superheroes, and it’s really powerful stuff.
- You’re boring. Sorry, but most about pages are dull. Fact. The about page is a prime opportunity for people to be boring. You’re not boring, you’re cool – so please don’t be dull. Don’t go on and on and on and on about your history, your premises, your pedigree, your… ZZZZZZZZzzzzzzzzzz.
- Giving your about page a clever name like ‘There’s more!’ or ‘The Back Story’ or something equally pants. Just call it ‘about’. It’s not sexy, but it’s what people expect to see when they’re looking for more information about you.
- Making it all about the company and nothing about the people. I’ve said it before and I’ll say it again: there’s no such thing as B2B or B2C, there’s only P2P. People do business with people, not with businesses, so put some real names and faces up there.
- Contracting the zombie marketing plague. For some reason, people have real trouble with their about pages. They forget they have a voice and a personality and start speaking in this dreadful corporate monotone. Be yourself! Use your real voice! Your about page is where your visitor comes to get to know you, so show them the real you.
- Only using a video. Video is great. But not everyone likes it, especially if they’re looking at your site at work. So give people an introductory video by all means – it’s a great way of letting people see the real you – but don’t just give them a video. Use the written word too.
- Making your about page about you. Wait, what? Yes, you heard. Your about page is not about you. It’s about why your visitor should choose you. It’s a great place to lay out your biggest benefits and USP. Your reasons why your visitor should choose you.
Talk about the problems they have that you can solve. Show them how you can help them. Be interesting.
So, you’ve seen what makes a bad about page. But what makes a good one? Come with me and we’ll delve into the anatomy of a great about page…
- It should get your point across. What’s your point? This shouldn’t be a page just for the sake of it.
- It should give your visitor the information they’re looking for. If you’re in the professional services industry this is particularly important. I see far too many accountants’ and solicitors’ websites that don’t show who they are. This is really important because – again – people buy from people, not businesses.
- It should provide social proof, testimonials and other authenticity statements. You’ll see on my about page there are testimonials all down the right-hand side. Include your results, if you have any. Be specific.
- Include an email sign-up form on your about page. This is really important, because if someone decides they like you but they’re not quite ready to buy – which is understandable because they’ve only just met you – you should give them an opportunity to get to know you better. With the wonderful email marketing you’re now implementing (RIGHT?).
- Don’t make it all about the design. Looks are important, sure… but it’s the message that will get your job done.
Today’s homework is – unsurprisingly – sort out your about page. It’s not difficult; just be yourself.
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.