Does your site have an "About Us" page? Do you have one simply because everyone else does? What's the real value of such a page? Do you know how to maximise its value?

The "About Us" Opportunity.

Many companies love to talk about themselves, but to buy, customers must hear about themselves and what you can do for them.

When a customer clicks on your "About Us" page, they are giving you permission to talk to them about your company. That doesn't mean you shouldn't focus on their needs. Just because they are asking about you, doesn't mean you get to bore them with what you're excited about or leave them with more questions, or even make them doubt if they should buy from you.

An "About Us" page is a tremendous opportunity to cement a relationship with many prospective customers. It can put a human face on an otherwise technical, dry, and impersonal page. Properly written, it can provide some serious buying resolve to certain customers.

Common "About Us" Page Mistakes

You tell what you do, instead of who you are.Wouldn't it be fascinating to know a little bit about the company? Who started it? Why? What are the company's values? Of course, it's important to tell us what you do, but put that content on another page. When visitors click on "About Us," they want to know about you.

The content is thoughtless.Many "About Us" pages seem like a copy-and-paste job. Any old creative will do.

Where are the people? Humans are attracted to humans, so why do so few sites include photos of company employees?

Your "About Us" page should:

• Let customers see a more human side of your company.
• Tell your company's story.
• Reflect your company's passion.
• Reflect your company's personality. If you're a fun company, your "About Us" page should be fun.
• Let the customer inside your company.
• Reiterate your company's competence to serve the customers by using all the above.

If you're struggling to find customer orientated content to put on this page, here are some examples of visitor questions you can answer on it:

• Why do you do what you do?
• Who are the people behind the company?
• What kind of people will I be working with/buying from?
• What does your company stand for?
• What does your company stand against?

If you need to know more about what customers are asking about your company, ask the people in your company who interact with customers the most.