4 Mistakes You’re Making on Your About Page

Websites are super important –and every single page of your website matters. What doesn’t get talked about enough is your About Page. I see more and more business owners focusing all their effort on their Home Page and Services Page and not putting any effort into writing their About Page. 

I personally think this is a big mistake, HUGE! Because your About Page is equally as important as your homepage and service page (if not more!). If it’s not the second page your audience clicks onto after your Home Page, then it’s the first page they land on from a quick organic search on Google. Seriously. 

So stop half-assing your About Page and keep a lookout for these top 4 mistakes you’re making on your About Page and how you can fix them FAST.

Mistake #1: Your About Page Isn’t About Your Business

Yes, do tell your audience about you. But tell your story in relation to your business. 

Your About Page isn’t a biography of your personal life. It actually isn’t about you at all. It’s about your audience. 

How do you help them get from their pain point to their solution? Tell them what makes you different from your competitors. What can they expect from your site? Why should they work with you or buy your products?

Yes, throw in some personality and tie in a few historical and current facts about you. But always circle back to your business and how you help your clients succeed.

Remember, you’re showcasing yourself and your business on this page – so don’t hold back here!

Mistake #2: Your About Page Reads Like an Encyclopedia

An About Page without personality might as well be kept in draft mode for all it will help you to build a successful business. How many times have you clicked on an About Page that read like a resume from the 90s? I’ll take a wild guess that you probably clicked off real fast. I know I did. 

Let your personality shine here. Remember, people buy from people. Your unique, quirky, sassy, or Bridgerton-loving personality will resonate with someone. And that person is going to purchase from you because of that personality, not because you listed your unrelated college major or because you organized files at your first office job back in 2010. 

Add in a few fun (but relevant) facts about you or tell your “getting started in the biz” story using your own unique flair.

Mistake #3: Your About Page Doesn’t Link Out

Your About Page is one of the most visited pages on a website. If someone types your business name or your own name into Google, chances are your About Page will have made it on the first page of their search. This page is generating organic traffic to your site – so let’s not waste the opportunity! 

Now, in a way, your About Page should be a stand-alone page. If some random stranger lands directly on your About Page without ever knowing what you do or who you are – they should be able to read through it and walk away with a pretty good idea about how you help your people find success. (see Mistake #2 for reference)

With that being said, your About Page should also link directly to your products, services, or other popular pages. An About Page should be one part of your overall business sales funnel that guides your reader through your site in the direction you want them to go. 

Since you made your About Page less about you and more about how you help clients, these links to your products and services should come off as a natural transition into the next step you want your audience to take. 

Mistake #4: Your About Page Doesn’t Have a CTA

Mistake #4 bounces directly off the previous one. Linking out and giving your reader a clear indication of what step to take next in your sales funnel is key to locking in a loyal customer for life or a brand spanking new client. 

Both are great to have, so don’t waste the opportunity by not having a Call To Action on your About Page!

Your CTA can be to sign up for your newsletter, view your online shop, opt-in for your freebie of choice, or book a discovery call to get started working with you. Remember, your reader needs to be told where to go next, so tell them!

If you can avoid making these 4 mistakes, your About Page will be off to a great start and potentially contribute to a sales funnel that brings in customers on autopilot!

Have questions on how to write a smokin’ hot About Page that’s oozing with personality? DM me or send me an email!