Putting in all the effort and not getting conversions? You have optimized your product pages, perfected your sales funnel, and even invested in paid ads. But nothing works! Why are your conversions not reflecting the effort?
While you may have focused on every aspect of your site, you may have overlooked your About page. This is probably the page you put together when your site went live, and you have not touched it since.
It might be that your About page is doing more harm than good, and you may be losing potential customers without even realizing it.
The Importance of Your About Page
Your About page enables your target audience to learn about your brand and your story. It is also a place where you can highlight your achievements.
Visitors who land on your About page are curious to learn about you. In many cases, it means they are further along the trust curve than most of the cold traffic. They have seen enough of your site to care about who is behind it.
This means that this page can be your leverage for landing more conversions. However, that is only possible if you treat it right.
That said, here are some mistakes on the About page that may be killing your conversions.
Mistake No. 1- You Do Not Add a Call-to-Action
You would never end a sales pitch without the next step! So, why does your About page just end without prompting the audience to take the next step?
If your About page does not feature any opt-in, any direction, or CTA, it is like inviting someone into your home and then ghosting them mid-conversation.
The fix is quite simple! Add a strategic CTA. Some examples include “Download our free guide,” “Check out our services,” or “Book a discovery call.” Just do not leave your visitors hanging. A light CTA here can encourage someone to engage, too.
Mistake No. 2- You are Not Using Social Proof
If you think testimonials belong only on the sales page, think again!
Your About page is where potential customers are looking around to verify your credibility. They want to see real people, real results, and real impact. So show them!
For this purpose, you can feature a rotating carousel of customer reviews, display your metrics, or feature brand names that you have worked with. You can even feature subtle signals like adding a recent podcast that you were featured in.
In this regard, it may also help to boost your social media presence and enhance your social proof. For instance, many brands use TikTok to amplify their presence and create relatable content. You can also leverage this platform and boost your TikTok presence to ensure you have a wide audience watching your content, which you can also direct to your site, provided they find your content appealing.
Mistake no.3- You Have Hidden Behind Stock Photos
If you have added stock images on your About page, let us tell you they are not fooling anyone.
If your About page still features two people in suits shaking hands or a woman laughing, it is time for a change.
Today’s buyers want authenticity. They want to see you, your team, your space, and the overall vibe. But you also do not need an expensive brand photoshoot. A candid team photo or some behind-the-scenes snapshot can build more trust than a glossy, generic image ever could.
Mistake No. 4- You Do Not Link to Any Landing Pages
Someone visits your About page and like what they see- but you do not tell them where to go next.
Your About page should not be a dead end. It should serve as a bridge that guides visitors to other pages. So, link it to key landing pages, services, your most popular blog post, or your product categories. But do not do it in an overwhelming way- just enough that enables you to guide their journey.
Mistake No. 5- You Are Making it All About You
The name About page often tends to mislead. It sounds like it is supposed to be about your company.
However, the best-converting About pages talk about customer pain points and how you are uniquely qualified to solve those problems.
When adding content to your About page, use words like you, your, here is how we can help, what this means for you, etc. This is the kind of language that is geared toward serving and not selling to your customers.
Mistake No. 6- You Are Not Showing Your Personality.
People visit your About page to connect. If they wanted a sterile experience, they would shop at Amazon and be done with it.
Try to infuse your voice, values, or humor into the content you add on the About page. Whatever your personality or brand personality is, it should reflect on the About page as well. Authenticity can be your leverage here, so use it as much as you can.
What a High-Converting About Page Should Look Like
Here is a quick checklist that can help you ensure your About page lands conversions.
- Start with the customer’s problems and not your backstory
- Include one or two strong CTAs
- Add social proof in the form of reviews, stats, or clients’ brand logos
- Use real photos
- Link to relevant services or offers
- Write in your real voice
- Make it all easy to read- use bullet points, headers, and short paras.
If you have been treating your About page like a throwaway, you are leaking conversions, credibility as well as customer loyalty. So, open your About page and read it as if you are a visiting customer and see if it is working for your brand.
You might find that fixing it is the simplest and quickest yet high-impact move you can make.
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