Are you making this major website mistake?

An About Us page is arguably the most important page on a company’s website, and is often the first one that people visit. Your web analytics will confirm this. Unfortunately, many companies miss the mark when it comes to the content they choose to fill this page with – giving people information that is of little or no value to them as a potential customer.

Below is a list of tips to ensure your About Us page is giving people the information they want.

• Keep it simple. Your About Us page is not the place to do a deep dive on everything you do as a company. Save that information for product/service specific pages on your website. You want to give your readers a quick, general snapshot of who you are, and the value your company delivers to its customers.

• Do not give a history lesson. This is the most common mistake companies make on their About Us page. They use this precious real estate to tell people what year they were founded, why they were founded, who started the company, and other information that has no value to website visitors. Make sure you are telling people who you are today, and not who you were when you first opened.
  
  If you feel your history is an important part of your identity as a company, create a separate page specifically dedicated to history.
  
  

• Explain your values. It’s important to give readers a sense of your values as a company, and how you conduct business. Don’t just give them laundry list of your services.
  
  For example, instead of a dairy company listing out the different products they produce, they could explain their commitment to customer service and new product development to adapt to changing consumer demands. These features differentiate their company from the competition, and offer value to potential customers.   

Review your About Us page content. Next, ask yourself, if this was the only page a major prospective customer viewed, would they get the full picture of the value you can deliver? If the content doesn’t position your value, it’s time for a refresh.