Creating your about page can feel overwhelming. Sometimes it may seem hard to know if you’re on track or if you’re way off the mark. Some of us may avoid creating an about page altogether or never revisit it again once it’s published. If you’re struggling with your about page content or want to make some improvements, then here are 9 tips for mastering your about page.
Many of us find talking about ourselves very difficult. It can be awkward, uncomfortable and feel inauthentic. That’s why so many of us struggle with telling our personal stories for our personal brands. Similar to telling our personal stories, our about pages can fall into this same territory. This awkwardness leaves us dropping the ball one of our most important website pages and simplest marketing tools we have.
On the other hand, instead of neglecting to create your about page, you may find yourself using it as a space to tell personal information about yourself. Although this may seem tempting, it’s actually not the correct use of an about page.
For example, in an interview when your prospective employer asks “tell me about yourself”, you don’t answer by telling them where you grew up and how much you love family BBQ’s. You tell them how your unique strengths can best serve their company and you provide x-y-z examples of when you’ve done so.
Purpose of an About Page
With that in mind, think of an about page like a quick, interview summary. If you struggle with this concept – as many of us do – here are some ideas of what an about page is ideally used for:
- Letting potential customers know exactly what you can do for them
- Focusing on the results and value you create
- Promoting your best work
- Persuading potential customers to follow you on social media
- Getting them to sign on to your email list
- Converting them into leads who you can sell your services
Unfortunately, there are several about pages out there in the personal branding/expert space that get a bit too cute and a lot too personal. So it’s just as important to be aware of potential about page mistakes. Here is what the about page is not for:
- Talking about your favorite colors, foods and animals
- Listing your hobbies and interests
- Anything that remotely resembles a dating profile
If a customer if thinking of buying an expert consultation package or elite level product or service from someone, it’s not really important to them what your favorite shows are or how many kids you have (unless that’s relevant to your services). What’s more important is rather how you help them and if it’s worth it.
9 Tips for Mastering Your About Page
Whether you currently have an about page that needs tweaking or you haven’t yet taken the plunge, there are some specific tips and ideas you can put into practice. Some tips are tactical and some are more visionary.
Here are 9 of the top tips for mastering your about page.
1. State Who, How and Why
Also known as your unique selling proposition (USP), it’s important to open your about page with a value statement. This is an approximate one-liner that says who you serve, how you serve them and why. You might also say this is your elevator pitch. It should be clear and concise and sum up the value you can provide.
The why is arguably the most important part of this statement because it’s what will really speak to your target audience.
2. Briefly Tell Your Story
Telling your story, but not making it the focus of your about page, is an art in itself. That’s why you’ll see many companies quickly mention or summarize their story on the about page, and then link to a separate page or blog post altogether that delves in and does their story justice.
This approach not only keeps the about page in-line with its primary function, but it adds additional indexable content pages to your site and drives more click-thrus.
3. Use Your Unique Voice
If “use your unique voice” sounds like a cliché, there’s a reason for it. It’s because it’s true and important. If you’re swimming in an ocean full of other similar service providers then you must stand out. The best way to do that is to be uniquely you.
Cut out jargon, fluff and boring stuff and just write conversationally. This conveys authenticity and sincerity which are the best ways to build trust and a loyal following.
4. Link Them to Your “Giveaway”
Your giveaway, also known as your lead magnet or opt-in bribe, should be highlighted somewhere on the page as a soft way to hook your audience.
Introduce your lead magnet to the reader and let them know what they can expect to get from it. If you have multiple lead magnets, then mention them all. Remind them not to leave until they’ve gotten their copy of your free giveaway.
5. Highlight Your Best Work
Provide the audience with examples of past successful work. This could be your top blog posts, guest blogs, client testimonials, case studies or anything else that showcases your expertise.
Link the reader directly to these works by briefly describing what they are. List your top 3-5 unique projects. Otherwise, if appropriate for your line of work, you can compile your projects into a portfolio or gallery style medium.
6. Include all Pertinent Contact Info
While this seems like a no-brainer, it’s quite shocking how many websites make you hunt and dig for contact information. It’s crucial to display your primary contact information on your about page, as well as have a separate contact page.
Information you may want to include, depending on your services, could be:
- Phone number (for call or text)
- Physical address
- Social media links (encourage them to follow you)
- Any other method of communication you use
You can even state your preferred method of contact so that it doesn’t leave the reader second guessing how to get ahold of you.
7. Give Them a Reason to Come Back
Another important way to encourage reader engagement from your about page is to mention reasons for them to return to your site. Return visits are critical for long-term business development online.
Let them know how frequently you update your content, how often you have new products arrive, what your next service is that you’ll be launching or anything else that will be happening soon.
This is another way to get them to subscribe to your email list. Let them know that if they subscribe they will receive a reminder about upcoming product launches, updates and more.
8. Ask for the Sale
All pages need a call-to-action including and especially your about page. The about page is what readers rely on to know whether or not you’re a good fit for them. So once you’re finished explaining how and why you can help them, ask them to be your customer.
Depending on your business model, this can be a call-to-action for something like a free consultation or a link to your e-commerce platform. Whatever your business model, make sure you have an obvious next step for the reader to follow.
9. Review and Update Your About Page Regularly
Once you’ve tweaked and updated your about page, it’s time to do it again. Schedule specific and regular times to go back and review or update your about page as needed. Make it practice to update your about page on an ongoing basis should you have any new testimonials, projects or lead magnets to offer.
As business owners, we can be so focused on customers, business development and so much more that we tend to set and forget our websites. But the about page is important to keep on top of. If you’re uncertain of your about page, have a friend or colleague review it and provide honest and constructive feedback.
What other information have you included on your about page that’s helped you convert customers? Let me know in the comments below or share your thoughts with me on Twitter.
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