Are you turning off your website visitors without even knowing it?
In this eTip I’m sharing specific About page structure-related tips that will ensure you have the best positioning to showcase not only who you are but also what your business offers.
It’s important to understand just how vital your About page is on your website.
Statistics indicate the About page is one of the most visited pages of your website.
There’s a reason for this: your site visitors are looking to see if they can trust you and to find out if you’re credible. Once this is accomplished the odds are much greater they will convert into a paying customer!
The About page isn’t about what you provide, it’s about who you are
When you sit down to write the copy on your About Page you need to put yourself in the shoes of your ideal client. Ask yourself a couple of quick questions:
- What will they want to see here if they were getting to know you and your business for the first time?
- What will make them feel they have found the perfect person or business that is in alignment with their needs?
Make sure you are not writing a resume or bio here. The About page is not a place for you to brag about your achievements. Instead focus on the benefits of what you are offering. Don’t focus on the past and convey to the user what you can do for them.
Your goal is to create compelling content for your About page, so I put together this list to help you draft something that will draw users in rather than put them off.
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Use Storytelling
Your ideal client will be drawn to you on an emotional level when they can relate to your story. Be sure to write in first person to make it feel like you are speaking directly to them.
This will also bring out your personality to help them get to know you more at a trusting level. Talk about what inspired you to create your business or share your before and after story if you experienced a transformation that your offerings can also provide your clients.
This will give your readers a sense of hope and excitement that not only do you understand what they are going through, but you also have a solution for them.
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Share Personal Insights
Similar to the effect of using storytelling you can enhance the know, like and trust factor with your readers by sharing more about the person behind the business.
Share some lifestyle insights such as hobbies, interests, passions, where you grew up and if you have kids/grand kids etc. Make it personal so they know who they’re connecting with.
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Feature Your Community Support
Letting your readers know how your business is making a difference in your community has a positive effect in how they perceive your brand.
Often socially conscious people will make purchasing decisions based on having shared values with a company so be sure to list all of what your business does when it comes to helping your community.
If you participate in a recycling drive or you have staff who volunteer with the homeless you should show all that off. It’s excellent content that will really help your users know the real people behind the business.
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Position Your Uniqueness
If you specialize in a specific niche or have earned awards or recognition that showcases your USP (Unique Selling Position) this is the place to make mention of them.
Use this opportunity to convey to the reader what makes you unique above your competitors and why they should choose you as the clear option.
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Show Credentials
Your goal here is to convince your potential clients you are qualified to help them. If you have degrees and/or certifications you will want to list them.
You could also mention times you were highlighted in the media and also note any professional or business associations you are associated with.
Also mention books, white papers or journal publications you have created. -
Use Photos
A professional headshot is a priority for your About page. We want to give the best first impression of you possible so invest in hiring a professional photographer to do this. It will make a big difference in your personal branding.
Now that’s not to say it has to be a stuffy headshot or a glamour shot. Use this page for a more relaxed pose that brings out your personality.
It could be done outdoors (especially if your personal and business brand is all about health or nature) and if you have a team, add in a team photo or team profile pics and a brief bio of each. There’s some really fun About pages out there that do this where that extra touch gives the reader a better insight to the team so users can see themselves working with those fun personalities.
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Call to Action
Once a reader has reviewed your About page we don’t want to leave them hanging or worse yet just leave your website never to return again. So be sure to include a powerful call to action at the end.
What do you want them to do next? Tell them!
Include a button or hyperlink and tell them to click to either find out more, get started, purchase here or sign up for your free giveaway.
The goal is to not leave your website empty handed and convert them. They visited for a reason and if you can fulfill it then that CTA can complete their experience. Forgetting having well placed and prevalent CTA’s is like having a sales pitch without the crucial part at the end where you ask them if they’re interested.
Online marketing can be very overwhelming. It’s hard to know what to do, when to do it and how do it – especially with so many experts out there giving you very conflicting messages from one to another.
I invite you to come and join our group membership program called AMPLiFY! Business Academy where you will have access to a vast library of training videos that cover a wide variety of strategies in social media and digital marketing. Plus we have a private Facebook group and conduct Live Q&A sessions to have direct access to me for all your questions.
Visit www.AmplifyBusinessAcademy.com for all the details.
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To your business success,
Susan Friesen
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About the Author, Susan Friesen
Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media.
With over 20 years of experience in the industry, she is an expert in helping businesses establish their online presence and create a strong brand identity.
Her passion for empowering entrepreneurs and small business owners to succeed in the digital world has earned her a reputation as a leading authority in the branding and marketing industry.
Visit www.BrandIdentitySteps.com and download your FREE guide: "Unlocking Customer Trust and Business Growth: Your 7-Step Guide to Defining a Compelling Brand Identity that Appeals to Your Perfect Clients".
