Can I ask about your website’s About page?
I’m assuming you have one. But what’s on that page?
Do you talk about yourself? Do you tell your life story? Do you have your photo?
Your About page is very important…
As a micro business owner you’re probably familiar with the process Like, Know, Trust, Buy.
After all that’s why you network and do 1-2-1’s. But before you meet someone, the chances are they’ll have checked you out on your website. They want to know more about you.
And so typically your About page is read a lot. And that means it’s also a great place to build trust, rapport and tell a prospective customer you’re the right person for the job.
But unfortunately a biographical page like the one described in the intro will not help you get business.
Instead you need to transform your About page into your secret sales weapon and here’s how you do it…
1. Tell them the information they’re looking for
Strangely enough the About page shouldn’t be about you.
Instead it should focus on what will interest your reader or prospective client. So ask yourself…
- What are they looking for? (WIIFN – What’s In It For Me?)
- How are you going to help them?
- How will you help them solve their problems?
2. First person or third person?
Some people write their About page in the 1st person, whilst others write it in the 3rd person.
Personally I don’t think either is wrong.
As a micro business owner and freelance copywriter, I find people hire me and my skills and so I’ve written mine in the 1st person so my readers get to know me. Here’s an extract to give you an idea…
About Kassia Gardner
Whether it’s on paper or on a computer screen, putting down those first words can be daunting. That’s why businesses hire me.
I provide businesses, such as yours, with words to help you make sales. I do all the legwork, including research on your service/product, competitors, themes, etc, before writing copy that fits your brand, business objectives and target markets.
Some people write their About page in the 3rd person for SEO reasons, but search engines don’t care about 1st or 3rd person. If I want to make my name or company name a keyword then I simply have my page title as “About Spindle Tree” and I can include my name naturally when writing in the 1st person by saying, “Hi, my name is Kassia Gardner”.
The most important thing is to think about your business style and write appropriately for that.
3. Say the right things…
What you say in your About page is critical. Here are some ideas to focus on in your content
- Why you do what you do?
- How did you get started?
- What is your motivation?
- What is it that you get excited by or ‘geek out’ on?
- What happened to make you want to right a wrong?
- Talk about the outcomes you provide, not the skills you have. For example, “What clients get when they work with me are…”
Take some time to answer these questions. They can help you identify and remove any objections a potential customer might have to hiring you. Above all, they will help you focus in and answer – what’s in it for me?
4. Use a call to action
What do you want your visitor to do after they’ve read about how you can help them?
Like every other page on your website the About page must have a purpose. However most About pages don’t ask visitors to do anything so the visitors just leave. I have a contact form so they can get in contact right there and then.
Think about what you want your reader or prospective customer to do next, and then include a call to action which entices them to do it.
An about page outline
There is no perfect ‘correct’ outline for an about page. It will depend on your business. Some have an FAQ format whilst others tell a story. But if you’re struggling to get started here’s a quick layout idea:
- Start with one sentence that tells your reader what you do/offer.
- Describe the problem your reader is having.
- Tell them how you can solve their problem by bullet-pointing a maximum of three benefits that they will get by working with you.
- Introduce yourself, include a photo and tell your reader why you’re the best person for the job.
- Tell your reader what to do next with a call to action such as sign up for updates or have a contact form.
And finally, don’t forget to break up your page with sub-headings and bullet points to make it easier to read.
Draw up a mind map for your About page covering each of the 5 points in the outline above.