Aside from your home page, products or services page, blog page and contact page, your About Us page is among your most visited webpages.
After all, it’s a natural progression, right? Prospects jump on your home page to learn about what you do. Next, they are eager to learn more about your business, what it stands for and who your leadership team is, so they spend some time on your About Us page.
Unfortunately, that’s what most business owners think when crafting their About Us pages. Ready for the cold hard truth?
Most of your prospects couldn’t care less about your business, your employees or your office building. They simply want to know that you can provide the products or services to help THEIR business.
Being a copywriter for a couple decades, I’ve come across far too many bad About Us pages. Here are just a few of the gems I’ve seen that make up my Top 5 “Dead End About Us Pages” List:
- A Complete Résumé — I’ve even seen multiple résumés on an About Us page. Only potential employers care about your work history. It serves no purpose on an About Us page, and nobody will read it.
- Company History and Timeline — Sure, stating that you’ve been in business for 25 years adds expertise and credibility. However, keep the detailed history or timeline of your business on your office walls. Your employees are the only ones who care.
- Management Team Bios — Sure, your management team loves to see their biographies online. That’s why LinkedIn was created. Your prospects will not read your bios. Promise.
- Mission and Vision Statements — Unless your mission and vision statements are a direct reflection of how you will better serve your customers, leave them off of your About Us page.
- Team and Office Building Photos — Too many About Us pages are littered with multiple images of employees standing outside their office. That may be a perfect Facebook post but has no business on your About Us page.
Want to know the secret to writing an About Us page that turns prospects into buyers?
Make Your About Us Page About THEM!
Makes sense, right?
Imagine walking into a Walmart and having the greeter stop you to share the history of Walmart, Sam Walton’s biography and their mission statement. Nobody wants that! You simply want to grab a bottle of Listerine, some tube socks and some Oreos. You are there for YOU… not THEM. Your About Us page should oblige as well.
Sure, your About Us page should highlight your expertise, prove your authority and introduce your business, but it should also focus on your prospects’ and customers’ needs.
So, instead of reciting your company history, use your About Us page to highlight how your products or services can enhance your prospects’ future.
Rather than go on and on about being an industry leader in your industry, tell them how your solutions will help make their organization a leader in their industry.
And instead of featuring a mission statement that puts prospects to sleep, make it your mission to prove how your service can make a difference in their lives.
That’s the secret that most businesses never learn. Few people care about YOUR business. But everyone cares how YOUR business will transform THEIR lives!
It’s time to rethink your About Us page. With just a few simple tweaks, it can stand apart and stand for something much bigger than just bragging about your business.
