If you have an online business, chances are you’ve heard about the importance of your website’s About page. Service providers, personal brands, and large e-commerce stores all benefit from this well-known but often misunderstood page.
Why is your About page so important?
Besides the fact that your About Me page is often the second most visited page on your website (behind your Homepage), it’s also how your prospective customers and leads learn more about your brand and company.
A great About page will convey your mission, values, and personality, and instill confidence in your prospect’s mind about the quality of your services and products.
It’s also a great way to strengthen your know, like, and trust factor, or the idea that people want to do business with people they like and can count on (makes sense!). A strong know, like, and trust factor is more likely to improve customer loyalty and retention.
The bottom line is that a persuasive About Me page will help boost your likeability, sales, and customer retention. But of course, HOW creating an About page that converts is easier said than done!
Here are some tips for making your page memorable:A great About page will convey your mission, values, and personality, and instill confidence in your prospect’s mind about the quality of your services and products. Click To Tweet
Focus on the customer
Contrary to popular belief, your website’s About page is not really about you. Unlike a professional bio or blurb, your About page is really a page for and about your customer.
Because when a prospect visits your site, they’re hoping to understand how you can help them with the pressing need or problem that caused them to seek out your services. Write your about page like you’re talking directly to the people and companies you want to reach through your business.
Tips for focusing on the customer:
- Switch ‘me’ to you
- Provide value and benefit statements
- Focus on the outcome–how will your prospect be changed after working with you?
- Clarify who you work with or serve. You can even include a statement that points out exactly who you hope to serve, like so: “Helping busy business owners build a 6-figure business through breakthrough mindset shifts.”
Include social proof
What better way to showcase your unique talents and strengths than to have other people brag about you! Sprinkling social proof throughout your About page will give you the accolades and proof you need to show off your talents.
There are a TON of ways to do this. You’re not limited to any one type of social proof. But testimonials, brand logos, case studies, and results (in the form of data) are all excellent places to start.
Tips for including social proof:
- Add at least 3-5 proof points throughout your page
- Highlight and call attention to the feedback you’re both most proud of AND that ‘prove’ the benefit statements and outcomes you know your customer will respond to
Provide tons of (free) value
Remember, your goal for an effective About page is to encourage your reader to take that next step with you. Often, they aren’t ready to purchase, and they may not even be ready to schedule a call.
In fact, according to the marketing Rule of 7, your prospect will need at least 7 interactions with your brand before feeling confident enough to act. Your About page can certainly be one, but write as if your reader is in their first or second interactions rather than farther down the sales funnel.
To combat any hesitation your prospect may be experiencing, use your About page to offer up a ton of free and valuable information that you know will appeal to them. This demonstrates your expertise and encourages readers to keep engaging with your brand. For free.
Tips for stacking free value
- Add a widget with your latest blog posts
- Offer a free guide or download
- Add social icons and encourage a social follow
- Offer a free audit or call (just know your reader may not be quite ready for this yet) in exchange for an email address
Be authentic & friendly
A common mistake business owners make on their About Me page is treating it like a resume with a stuffy bio and business-formal headshot. You know what I mean: “John has over 10 years of consulting experience and graduated summa cum laude from his university.”
Unlike LinkedIn or other business networking communities, your About page is your chance to drop the formal facade and really speak to your audience in your unique voice and tone.
Don’t be afraid to let your personality shine through. That’s what makes you unique and different, and gives readers a glimpse of why they’ll enjoy working with you.
Tips for authenticity
- Cut out corporate speak and any jargon related to your field, and use real words anyone can connect with
- Include images that are friendly, personable and show you doing what you love at work (for example, working on your laptop, sipping a latte)
- Include a section that’s just about you, likely lower on the page. Name a few hobbies, talk about your work style or personality, and include a picture of your favorite pet…whatever it is that lights you up outside of work
What’s your brand persona?
Take the free Personal Branding Quiz and uncover what makes YOUR brand memorable.
Share your story
For most business owners and entrepreneurs, your specialty is closely tied with your own professional journey. If you’re a coach who teaches introverts to shine at work, chances are you’re also an introvert and had to learn those lessons yourself before you discovered you could teach them.
That’s why it’s so important to tell your story on your About page, especially as it relates to your customer’s own outcomes and benefits.
Use the concept of the hero’s journey to guide you:
Start with your before state, or how you coped with a problem that is similar to your prospect’s main problem:
“As an introvert, I struggled to speak up in meetings and was penalized for being too shy and reserved.”
Bridge your story with the aha moment, or how you connected what you offer others with your own struggle:
“I realized that I have a different set of talents and superpowers my extroverted colleagues don’t.”
Finally, end with the aftermath or resolution, or how you turned your struggle into a strength…and why you now do the same for your customers.
“Now I teach other talented introverts to harness their own unique talents to achieve their goals and get noticed in the workplace.”
This model can work for service providers and e-commerce brands alike. Focus on your story, what makes your company unique, and what interesting knowledge you possess that led you to start this business in the first place.
Tips for sharing your story
- Use the hero’s journey, or your before, middle, and end states to write your story
- Focus on the benefits and outcomes you offer your customers today
- Remember your story doesn’t need to be long! Just 3-5 sentences will likely be more than enough.
About The Author
Rachel Gogos is a serial entrepreneur with a passion for people, the web, and creating strong personal brands. She started her career at the United Nations headquarters in New York City, where she helped create the look and feel for the organization’s first website. Today, in her current role running brandiD, Rachel channels over 15 years of marketing and communications experience into each and every website for brandiD’s clients. Find out more!