HOW TO WRITE A POWERFUL “ABOUT” PAGE FOR YOUR WEBSITE
The About page on your website is still the most visited page of them all. There is a good reason for that and that’s because people like doing business with people. Therefore, it is only natural that your audience will want to know more about you before they actually become your clients.
So many business owners make the mistake of not having enough info on their About page or worse, not having one at all!
Your About page will quickly make or break the connection between you and your potential client. So please follow the formula below to create a killer About page with ease, even if you’re not a professional copywriter.
1. FOCUS ON THE VALUE YOU PROVIDE
I know this sounds funny, but your About page is not just about you, but rather about your audience. Before you go on about your history and your favourite books to read, you’ve got to grab their attention first by pointing out what’s in it for them.
In other words, you’ve got to make clear what you’ll be providing to your visitors in such a way that makes them want to stay and find out more about you.
Connect with your clients and their pain points. Describe them from their point of view as much as possible. Your goal is to evoke feelings of being understood by you.
No one wants to hear about us unless they think there’s something in it for them. That’s just human nature. So don’t share your story yet.
2. PAINT A CLEAR PICTURE OF THE SOLUTION
Share what life would be like with their problem solved. Show them that you not only know how to help them solve it but that you’ve been there before and know what it’s like.
This is where you can share a bit of your own story or how you got to where you are. Talk about what led you to start offering the service or product you’re currently selling, how it improved your life and how it can improve theirs too.
Paint them a picture of what their life will look like once they have the problem you are solving solved in as much detail as possible.
3. SHOW THEM SOME PROOF
Now it’s time to build up your credibility. Have you received any special testimonials? Share one or two here. This goes hand in hand with what you just talked about using point #2.
You just described how your offer will change their lives, now prove it to them by showing them that you’ve done this before. Share a testimonial that confirms what you’re promising to be true to give them a bit of extra security, and to help them believe in you.
If you’re just starting out and don’t have any testimonials yet, that’s okay. You can ask a colleague, previous co-worker or friend to give you a testimonial of what it’s like to work with you etc. You can always replace those with client testimonials later.
4. GET A LITTLE PERSONAL
Okay, now it’s time to share a little more about yourself. They’ve read your About page up to here, chances are they want to know more. Now is the time to share a bit of your personal life to help them connect with you even more.
In a few brief sentences, describe what you love to do in your spare time, what makes you passionate outside of work or talk about your hobbies. Write about whatever feels right to share with your peeps. This is how they’ll know there’s an actual human behind your brand. Believe it or not, that helps a lot of people make a decision to buy from you.
5. PROVIDE A CALL TO ACTION
Last but not least, you must provide some type of call to action at the end of your About page. Again, if they’ve read this far down, it means they’re interested in what you have to say. Take advantage of that and don’t leave them hanging.
Let them know clearly what to do to take the next step in getting their problem solved. Insert a button to your contact form or sales page right here. You can even ask them to subscribe to your newsletter now. Or simply pick whatever current offer you want to draw their attention to now. But don’t waste this opportunity by not providing any call to action!