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Small Business Owners: Avoid Making These 3 Mistakes On Your "About" Page

02 June 2016

Discover how to win more clients by improving your About Page with these simple tips

The About page has become a mainstay of current website design.  But what should you write there? It’s About what, exactly?  Why would anyone want to read your About page?  What are they looking for?  Here’s how to avoid making 3 common errors found on small business About pages.

It’s not about you!

Huh?  What do you mean it’s not about me? It says “About Me” or “About Us”!  Counterintuitive, right?  But your About page should be about the person who’s clicked on it. 

When writing your About page, think about why that person has clicked on your About page.  What do they want to know? Your website users click on this page to find out whether they’ve come to the right place to solve their problem. 

It’s here that you need to talk about the problems you solve, who you solve them for, how you can help.  So, you can talk about yourself…but in the context of how you can help your audience.  Help your customer understand whether what you offer is what they’re looking for. And frame the information to make it clear why a customer should choose you.

Watch your tone!

Something else potential customers are looking for is a sense of who you are.  Your About page should give them a clear sense of this- use your own voice, but keep it friendly and professional.

Potential customers or clients want to know who you are - they want to know whether you’re the kind of people they want to work with or give their business to.  To this end, a professional photo of you or your staff can also help give the right impression. 

It can also help to keep your tone conversational.  This helps you to come across authentically, and makes it easy to read for your customers.

You should avoid too much “corporate speak”- use natural, everyday language that’s jargon-free.  Think of your audience - are they experts in this field?  Will they understand acronyms and industry jargon?  Try to use Plain English - make it easy for your audience to understand what you’re talking about. Oh, and don’t use overblown sales statements, or make wild promises about what you can deliver, either.  Nothing will see potential leads click away from your page more quickly.

Don’t go on. And on. And on. And on…

You love your business, I get it.  But your About page is not the place for a long-winded diatribe about your very personal history and how you eventually arrived at where you are today.  By all means, if you do have an interesting story to tell about how your business came to be, or your Unique Selling Point- include it.  But keep it short and sweet. 

If you really feel compelled to share more about yourself with readers, try doing it in a blog post- perhaps on a personal site, or if it relates to your business, on your business site.

Try to stay focused on what your potential customers need to know.  What aspects of your business are unique?  Why should they choose you over your competitors?  

Keep the page free of clutter and unnecessary distractions, and make sure you include plenty of white space so your readers stay focused on the text.

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  • Helaina Berry

    Helaina Berry 3 years ago

    It's nice to know this simple tips Jenna. If you want your potential customers choose you make sure your About page gives them what they need and a fact that they can trust you because ultimately people do business with real people, not with companies.