The humble About Us page: it’s one of the most visited pages on any site and also one of the most neglected and overlooked. Entrepreneur’s Linda Lacinta chatted with some of their favorite digital marketing experts on what’s usually missing to give you an easy checklist for your own website design.
Mistake #1: Not including contact information.
Joanna Lord, BigDoor
You read that correctly. Some businesses just don’t include basics like telephone numbers and addresses — and don’t add new locations when their business expands. “The biggest mistake for small businesses web design is not putting their address, contact information and hours of business front and center. Too often small businesses think because it’s on local review sites or their homepage or footer it doesn’t also have to be clearly present on the About Us page.”
Mistake #2. Not explaining what you do for a living
Jason Falls, CafePress
Don’t make people guess at how your company can help them. “Businesses typically do a really poor job of simply answering the question, “What do we do?” If I can’t read your first sentence or two and know instantly what service you provide, what products you sell or why I would want to use you, the page is a fail. And the more sophisticated the company, it seems the more I have to go hunt for information. I’ve spent 20 minutes on a site before looking for an address or the CEO’s name. If companies spent as much time making sure the basic information is there as they did on writing vague paragraphs of inspiration about some greater company vision that no one understands, we’d all be happier.”
Mistake #3: Neglecting to explain how great you are
Angela Kalule, Travelers Link Africa Safaris
If you offer a standout product service, here’s your chance to remind people. “Including links to your press mentions is something I see people missing out on often as well as including your team members. People like to see personality and also some of your accolades.”
Mistake #4: Being boring
Helen Renolds, Gately Inn
Don’t miss a chance to surprise and delight. “The point of the “about us” page is to educate visitors about your business, which means it should be interesting to read, view or interact with. For example, software company Moz has a very unique About Us page that features visuals of their staff, a visual timeline of the company’s history and is broken up into different sections featuring the company’s story