Your website About page is one of the most critical and most visited parts of your website. Have you heard the expression, “People buy from other people, not businesses”? This is why it’s so important to give a great first impression on your About page. Whenever I review my clients’ website statistics, their About pages are almost always in the top 3 most visited pages
Website users who decide to click on your About page usually like what they see on your home page and want to find out more about you. These website users are close to doing business with you! Isn’t that exciting?
I have also found in working with my clients that the About page takes the longest to formulate—often because my clients feel awkward talking about themselves. They don’t know how personal they should make the page, and many times, I’ve had to completely rewrite their About pages for them.
Rule Number 1 – Write in the first person
Write in the first person like you are speaking to a friend. Half of my clients make the mistake of talking about themselves in the third person. This is not what people want to hear. This isn’t a biography; it’s an autobiography—your website, your business, your brand! Read my blog post on how to write catchy copy before you start writing.
Rule Number 2 – Why do clients come to you? What are they feeling? What apprehension might they have about your business?
Go ahead and address the elephant in the room. I feel like many industries and businesses have common misconceptions about them, and it’s good to address them first. If you own a garage, many people might be hesitant to come to you for the first time because they have had bad experiences with other mechanic who suggested doing more work than needed to be done. Talk about how your mechanics will explain and even show you why you need a repair.
Identify how your customer/client feels when they first see you (also called their “pain point”). It annoys me when marketing people ask what my ideal customer’s pain point is. I just can’t answer the question that way. It makes me think of my Grandma pointing to her hip saying, “It hurts here.” I prefer to think about each client I’ve ever had as individuals. Why did they come to me? What was going on in their business? Why did they need a new website? I answered those questions and found my clients’ “pain points.” Also, I find it helpful to find the emotion my clients are feeling. Are they anxious, stressed out, frustrated, annoyed? Most of my clients are a little frustrated with their existing website and the fact that it isn’t bringing in clients.
Another great example: if you are an estate lawyer, explain how clients might be worried about what might happen to their children if something happens to them. Another concern might be that getting a will is expensive. So, two “pain points” an Estate lawyer’s clients might have are –concerned and worried.
Rule Number 3 – Next, empathically point out how you can eliminate that pain point and solve their problem.
Again, if you are a lawyer, you might point out that you charge a flat rate for a will. Since you do not charge by the hour, you make sure that you get to understand each client’s special situation. In addition, getting a will is reassuring that the lawyer has thought of all situations that your family might be facing in the wake of your death.
This is where you should empathically and strategically brag about yourself. Again, in the lawyer situation, you could say, “When my clients sign their will, they are so relieved to have it done. They know that I have covered their financial and health what if’s and their family will be taken care of.”
Rule Number 4 – Add a call to action on your page
Usually, for a service industry, the call to action will be to get in touch either by phone or email. For a website, I like to have visitors fill out a contact form so my client knows they came through the website.
Rule Number 5 – Add a professional photo (or two).
Usually, you want new customers/clients to think that you are a professional and give an impression of high quality. Professional pictures show you respect yourself enough to invest in your image.
Rule Number 6 – Look at some examples of About pages and take notes.
What do you like about them? Do they make you want to work with that person or business? Here are a few I like:
- Carolina Family Estate Planning
- Pin Savvy Co
- WhiteGate Inn & Cottage
- ThunderWorks Insanely Calm
- Wayne Brothers Companies
Are you worried your About page isn’t killer?