Written on August 3, 2012 at 9:59 pm, by Shelby
TMI – Too Much Information. It happens when a colleague tells you all about her gallbladder operation while you’re trying to enjoy your lunch, or when a friend recounts his most recent basketball game in such excruciating detail that the retelling takes as long as the original match did. No one likes being subject to tons of information that isn’t relevant to their life or interests. So why do so many companies fill their “About Us” page with paragraphs full of details that their customers couldn’t care less about?
The “About” page is one of the most-visited pages on any company’s website, and visitors often head there as soon as they hit the home page. Customers want to know more about the company they are considering doing business with. This is especially true for service providers and businesses operating in the financial or technology sectors. People want to know that they’re giving their money to someone with credentials and experience they can trust.
Unfortunately, too many business owners see the “About Us” page as a excuse to talk about themselves, and end up going on endlessly about their path to entrepreneurship, or every last aspect of the company’s history, or overly-detailed biographies of employees that most customers will never interact with.
Your customers don’t care about any of that. They care about themselves. How does your history or experience benefit them? Why are you positioned to offer them exceptional value? What does your company offer that your competitors don’? How do they know your employees are the best in the industry?
When you’re creating the copy for your “About Us” page, think about the goals you laid out for the rest of the site copy. Does the “About” page support those goals? Does it reassure prospective customers that they can be confident in doing business with you? Does it offer them a clear next step once they’ve finished reading the page? If not, it’s time to revamp the copywriting – this time with customer needs, and not company details, as the focus.
And if you’re not sure whether your “About Us” page needs a revamp, send me an email at email@example.com for a free About page analysis.