The About Us page is essential for every business website. It allows customers to learn more about your company, which is a key part to gaining their trust and, in turn, their business.
But let’s face it—most About Us pages suck. They’re filler pages, serving no true purpose. It’s like they were put together and thrown on the website as an afterthought.
Why do most About Us pages suck? Here are 3 common problems I see.
- They lack personality—It’s painful how boring and stiff most About Us pages are. They read as if they were written by the company’s legal department (read: robots) rather than by an actual human being (nothing against you legal types). Your About Us page should let people see the human side of your company. It should reflect your passion and personality.
- They’re thinly-disguised sales pitches—Customers aren’t reading your About Us page because they want to read another advertisement. They want to know about your company. They want to know who you are and what your story is.
- They ignore the customer—Yes, your About Us page is the place you can talk about yourself. But don’t be so focused on your company that you forget about the customer. Everything needs to be presented in a way that engages the customer and reminds them what’s in it for them.
Take a look at your About Us page. Does it do a good job of capturing what your company is really about?