7 Common Mistakes in Creating The “About Us” Page on Business Websites

Having the most visited page in the business side of the web is one of the goals of marketing, mainly to drive awareness towards their brand through digital means. However, many business owners still overlook that good ol’ “About Us” page because their main focus are only at content and product pages.

This situation has resulted in a common error that has been found at “About Us” page. According to entrepreneur.com, there are at least 8 common mistakes that need to fix it while still can. However, we’ll narrow it down to these 7 most crucial errors.

  1. Yes, we fully understand the irony of this situation. The “About Us” page of your brand’s website is technically supposed to be about..well, you and what you do as a company or brand. However, it is not a good idea to stay in that lane of it being “all about you”. Visitors are curious to learn about what you do and what you offer, but they are more interested in knowing what you can do for them and how you can make their lives easier somehow. So, keep it simple. Stick to telling people who you are, what you offer and how you can help your potential customers.  Your “About Us” page should be able to answer these basic questions:
    1. How did your company get started?
    2. Who are the founders?
    3. What gave you the idea to start your business?
    4. What are your core values?
    5. What motivates you as a business?
    6. What Do You Offer Customers or Consumers?
    7. How Do You Help Your Customers? How Does Your Company, Product Or Services Fix Their Common Problem?
    8. How Do You Make The Lives of Your Customers Easier?

Note that too many mentions of achievements and prestige can distract people from actually finding out what you can do for them.

  1. No Description on Website’s Purpose
    Your “About Us” page is the best place to promote your business. Try to describe to the visitors about what they can expect when visiting your website accurately. Let them know they have arrived at the right place to get the right and detailed information about your products and/or Also, describe what makes your company different with competing brands in the market and why people want to work with you or buy your product. It’s all about your Unique Selling Point.
  2. There aren’t any visible opt-in forms
    Although it isn’t considered as the most popular page; the “About Us” column still attracts visitors to land on it. It is sort of a basic instinct for people in order to know more about you. If we want them to come back, an opt-in form is the recommended tool to capture visitors’ data and convert them as subscribers for daily or weekly newsletters. Without an opt-in form, it will only minimize their chances to re-visit page, probably never. Once they subscribe, engage with them by sending relevant content that not only promotes your business, but also convinces them that they need you to fix a particular problem that exist in their day to day lives. For example, if you are an E-Commerce brand, your newsletter could perhaps state how people can purchase items cheaper to fulfill their Christmas shopping list without spending too much money. As you can see, the problem is “spending too much money during the holidays” and the solution you provide via e-mail is to “save money in the holiday season by purchasing items at our online store during the discounted period.” That will definitely peak the interest of people to revisit your site or online store.
  3. Not Using Visuals.
    People love information that is presented visual form, since visual aesthetics appeal to the heart. It helps them understand the information without having to read every single line, especially since most people are on the go and usually visit sites through their smartphones nowadays, so visuals are needed to capture their attention and for them to grasp what exactly you want to say. Zabisco shares that 40% of people will respond better to visual information than plain text. In this case, many businesses’ website only put full plain text on “About Us” page. Therefore, make sure to compose short paragraph, use headlines appropriately, organize with bullet points, and liven it up with photos or video of your team in action.
  4. Not Leveraging Social Proof
    Social proof is the most effective way to build credibility, trust and authority of the brand. Displaying some testimonial from previous clients and publications of links or logos, even screenshots of social media shout-outs, can be used as the proof of it. You don’t have to shy about it, just embrace it!
  5. Too Much Information
    Yes, TMI! The ideal character to put on “About Us” Page is 300 – 400 words. The quickest way to create this page is by using the elevator pitch; put a bit of sales sentences with the use of words. For example; original or dominant, mostly words that make people stop for a few seconds and go “wow”, and avoid corporate jargon, people hate not understanding something, especially when you need them to understand you and what you do.
  6. Not Putting Contact Information
    Putting an email address and/or social media handles on your “About Us” page is a way of telling people where to go next to keep in touch or updated with your brand. Also, it actually help visitors to contact you if they have any question or concern after reading your business profile.

As you can see, your “About Us” page is very important as it introduces your business to various communities, telling them exactly what your company does. Which is why caution is needed when creating or even updating the profile page on your website or company profile within proposals. This profile will stick with you for a very long time, so you will have to get it right.

Sarah is a social media content writer for Sonar Platform, currently majoring in Public Relations at the London School of Public Relations, Jakarta

About Sarah Putri 150 Articles
Sarah is a social media content writer for Sonar Platform, currently majoring in Public Relations at the London School of Public Relations, Jakarta

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