Did you know that your About Page is probably the second most viewed page on your website?
It is the page people go to when they like what you are saying and they want to find out more. They want to know that you are going to solve all of their problems in one fell swoop.
OK, little side track here and a confession. It took me a long time to realise that the saying was ‘one fell swoop’! I always thought it was ‘one foul swoop’, which one you think of it, that’s an odd thing to say. Why would a swoop be foul? In fact, the saying stems from Shakespearean times and has nothing to do with fouls or fowls!
Anyway, back to your About Page…
So you know that this page is an icky one to write, check out more on why I think it is so icky in my recent blog. There is a lot of pressure to get it right. You don’t want to spend the whole page banging on about how great you are, as no one likes arrogance. Instead what you want to do is talk about yourself, but in a way that it shows your customers how you can help them and what your values are.
There are some critical elements to include in this very special page…
Critical Elements of An About Page
A Hook
You want to hook them in with the first few lines so that they are intrigued to read the rest of the page. You don’t want to use a sales hook here. Instead you want a hook that is going to make them pay attention. Set the scene for how your business can help them and connect it to the rest of the content on the page.
A really good way to begin is set the scene by telling them a story about themselves. Make them think that you just opened up a door to their brain and looked inside. Use emotion and really get them relating to you business.
Ask them a question that gets right to the heart of their problem… ‘Are you sick of wasting time staring at a blank page waiting for the words racing around in your head to magically type themselves?’ Then answer the question by making your business the solution to their problem. ‘Wouldn’t it be great if there was someone that could take your jumble of thoughts and organise them into a cohesive article, newsletter, or blog? Well, I can do just that.’
This shows your readers that you get them, you get their issues, and you can solve them. Instantly they will want to know more. This is not the only way that you can start an About Page, but it is an effective method.
Your Story
You don’t want to write your life story here. You only want to use the parts that are relevant to your business story. The parts that show your journey from humble beginnings, to successful problem solver.
Your Philosophy
Tell your readers what your business stands for, and what your values and beliefs are. Always refer to them in a way that aligns with the beliefs of your ideal client.
What You Do
It really annoys me when I take the time to click on someone’s About Page and after reading it, I still have no idea what they do. If people don’t know what you do then they are not going to part with their hard earned cash. Show your readers that you know your stuff, and that you are an expert in your field. But most of all, be clear about what you do and how it can help them.
Why They Should Trust You
Show them why they should trust your business. You can do this by including client testimonials, a story of how you helped a particular client, or by explaining how your background and experience make you an expert at what you do.
What They Should Do Next
I have said it before and I will say it again. People are not mind readers. They need to be told what you want them to do next. Make sure that you have a call to action on your About Page. Ideally it should be an instruction on how they can move the relationship forward. Get them on the phone for a free consult, or have them sign up to your newsletter, freebie offer, or webinar.
Things To Remember
- Don’t try to appeal to everyone, you only want to attract your ideal client. If you can turn the tyre kickers away then you will save yourself so much time in the long run.
- Try to be brief, around 400 words is ideal. Anything more than that and it is too much a time investment for your readers.
- Don’t brag, make sure you are relatable.
- It is good to show some personality or humour, people don’t want to work with a robot.
That’s it. That is all you need to include on your About Page. So now that we have covered How To Write Good Web Copy and The Critical Elements For Your Home Page, next week we are going to tackle the things you need for a good Landing Page.