Stop Losing Sales: 7 Mistakes Businesses Should Avoid on the About Page

Here are the top seven rookie mistakes to avoid, and start converting leads into cash.

Why did they click on your page in the first place?  They have a problem and want to see who is behind the business, are you legitimate, where are you located, what makes you unique, and why should they hire you above your competitors.  

 
Talk directly to your audience.  Instead of third person corporate-speak, use a conversational tone and address your customer as 'you'.  Studies show that about pages addressing customers as 'you' generate over 22% more sales.  
Don't write your resume or a novel.  Today's  visitors' attention span is 8 seconds.  Big blocks of text, long sentences, and dull mission statements are hard to read.  Don't frustrate your reader.  Make your about page easy to digest.
Everyone loves a powerful story of humble beginnings and ultimate success.  Your unique story will build emotional connections with your potential clients and humanizes your business.  When they believe in you, they will buy from you.
Influence your audience and build trust. Add credibility with testimonials, accreditations, awards, endorsements, Google reviews, and/or logos of businesses you've worked with in the past.  
Don't let visitors leave your page without taking an action.  Direct your target audience on what to do next.  Use short command statements to convert your reader into a lead.   Contact Us.  Buy Today.  Subscribe Now.
Help your prospects find you.  Add head keywords and long-tail keywords to increase your organic search traffic and leads.   Google will rank you higher when you use information terms that your target audience is looking for to solve their problems.  

Conclusion
Writing a solid about page is an art and a science.  It's a balance between showing your visitors who you are while explaining why they need your help vs. your competitors.