As a copywriter, one of the more common assignments I get from clients is helping them rewrite the About Us page for their company’s website. Over the years, I’ve noticed that companies make a few common mistakes when it comes to this all-important page,
Why is this page important?
After the home page, the About Us page is often the reason why someone will consider doing business with you. It must be written in a way that persuades your prospect to call.
Here are 3 three common mistakes people make on the About Us page, and what you can do to correct them:
1. Too much info – The About Us page should not read like “War and Peace.” Keep the content clear and consise. 300-400 words should be plenty to convey who you are, who your target audience is and why someone should do business with YOU! If you attend networking events, use your 30-60 second elevator speech as a guide.
2. It’s all about YOU – While your About Us page does need to talk about you, don’t mistake that to mean that’s all you talk about! This is not your resume. We don’t need to know the awards you won in high school or college, unless they are relevant to your profession today!
3. No Value Proposition – Remember, people want to know “what’s in it for me.” Your About Us page needs to explain WHY someone should buy from you. What are the benefits your product or service offers? If you don’t offer people something of value, they’re not going to do business with you.
About Us Template
Here are 6 elements that your About Us page should contain to be an effective marketing element of your website:
1. Answers question, “What do you do?” – The first sentence should be clear and to the point. Example: “I am an expert in…”
2. Answers question, “Who do you serve?” – State who your ideal client is. If you specialize in a certain niche, say so.
3. Professional accomplishments – Don’t go overboard here, but do mention the most important element that backs up what you do.
4. Credibility boosters – Mention any awards, certifications or memberships.
5. Past Projects – Briefly detail any past projects and work that set you apart from your peers.
6. Innovations – List anything novel or innovative that you’re doing in your niche that makes you more attractive to your target audience.