When there’s a tech problem that Transformation Specialists need solving, I work hard to be there with the solution.
This is why I love blogging.
It provides me with the means to answer your questions and be part of the solution to your problem.
Today, I’m tackling your website about page.
Forget the idea that an About page is your recycled resume; that’s so ole’ school. Instead, allow your personality to shine through. Let your potential clients get to know the real you by telling your unique story and speak directly to their pain points.
Did you know that your website About us page is the #2 most visited page on your website?
The #1 spot belongs to your home page.
Think about this. People land on your homepage, or any page on your site for that matter. The next thing they do is click on your About page.
Why?
Because they want to know WHO is behind the curtain of this magic show.
WHAT drives you.
HOW you accomplish the feats you’re doing.
WHY you do what you do.
And the most important piece of it all, WIIFM – What’s In It For Me?
Here’s the thing, people don’t want to think that they are self-centered, however the truth is, they are.
I don’t mean that in a bad way. I’m talking about self-preservation and self-care. Just in a slightly different way.
Here’s the scenario, your potential client has a problem they want to get free of.
They are led to your website from a post, LIVE, interview, referral, mention, or what have you.
Now, they see the opportunity to rid themselves of this nagging problem they have.
They want to be certain of three things:
- You are a real human, with feelings, and the capacity to care about them and their success.
- You really do know what you’re doing and have done it for others. In other words, #RECEIPTS
- They will walk away from working with you WITHOUT the problem they came with. Plus more awesomeness than they expected.
That’s not so much to ask, right?
After all, those 3 things are why you’re doing what you do anyway.
You just have to make it clear to this potential client that all the words, pictures, graphics, and accompanying content they are seeing on your website is true and leads to success.
Now that’s a pretty broad statement about success, but you know what I’m talking about, fill in the blanks with your stuff.
So how do you convince prospects that You are the one?
That’s what I’m sharing with you in this post.
Here are 5 Must-haves for your website about me page
Your About Page Headline
While I was researching for this article, the main theme that kept playing out over and over again was to create a compelling headline when writing your website about page.
I’ve been in this online marketing business 27 years and counting, so I know about compelling headlines.
I created the “30 EYE-Catching Headlines” template as a part of the Social Media Success Strategy course.
However, I have to admit that I hadn’t thought about having a special headline for our About page.
It was like hearing that Taco Bell gong sound. Duh!
After that, I got to work scouring the internet for examples.
This is what I decided on:
Pretty kewl huh?
It encompasses EVERYTHING we teach here at CSI about marketing your business effectively.
Thanks to Ashlynn Carter for the swipe file. It helped so much!
If your headline isn’t strong and compelling, meaning that it makes the reader take action in some way, your audience won’t bother to read the rest of the story.
You have to hook them from the get go!
Your headline grabs their attention and brings them into the story. It acts as a mirror for them to stare into and see that they are in the right place for what they need at that particular moment.
And it makes them want to know more.
Your About Page Story
Next important part of your website about page design is your story.
Actually, it’s a mix of your personal story and your brand story.
To be honest, your brand and you are intimately intertwined. You really can’t break that bind.
That’s why we say we teach you to attract the clients you NEED to live the lifestyle you WANT.
With this in mind, bring your audience into your world.
Share your why: what keeps you going in spite of . . .
Dig up important bits from the past that put you in and keep you on your present trajectory.
Explain (briefly) how you became you and the brand became what it is, and why that matters. This is a great place for your mission and value statements.
Show receipts. Of course you need your credentials, successes, awards, and recognitions. But don’t forget about the setbacks, losses, and missteps and how you overcame them.
This is the part that makes you human, elicits empathy, and makes people pause, because they can relate.
Use testimonials. Nothing works better to show someone that they can achieve the same result as a testimonial does.
People want to know that they aren’t alone and that they are not in pioneer mode.
Show them other satisfied clients.
Even if you’re just starting out and your testimonials are for something else you did previously, you can still use them. Good things being said about you go a long way in your prospect’s decision-making.
I collect testimonials from every client that I can. On our about page, I sprinkled them throughout. I also used text and video. You should as well.
Mixing text, audio, and video testimonials is a great way to showcase your awesomeness in the way that people WANT to consume it.
Remember to include the ups, downs, highs, and lows in your story.
You never know which part will relate to your reader and trigger them to work with you.
Your About Page USP (Unique Selling Point)
What’s your Unique Selling Point? How are you different from all the other Transformation Specialists in the world? How do you solve your client’s problem? Your prospects are looking for a solution to their problem. They want to know that you are the ONE. Yes, you have to develop a trusting relationship before they decide to buy, but you need to tell them WHY you’re the answer they’ve been searching for.
Show ‘em the Benefits
Before your About page can be complete, you have to showcase the benefits of working with you.
Yes, the testimonials do a great job of showcasing benefits. However, there’s nothing like you telling your audience what they’ll walk away with, in your own words.
It’s like when the defendant testifies in a trial. They are the only person who can tell their story.
It’s the same with you.
YOU have to be the one to compel your audience to step out on Faith and work with you. Along with what they get and how they will benefit from this decision.
Since I have benefits of working with CSI on our home page, I repeated it, in a slightly different way on the About page.
It fits perfectly here and drives the point home, once again, that if there are things they are looking to accomplish with their website, they are definitely in the right place.
One eye-opening strategy I learned from Ashlynn Carter is to combine your compelling headline with your main benefit from working with you, in the beginning of the about page, above the fold.
Even though I go into more detail as you read more of our story and the rest of the content, the main result and benefit are right there at the top.
You are able to see WHY you should work with us immediately when the page loads.
This solidifies the decision in the mind of your reader as to whether or not to continue or to bounce.
This part is so VERY important.
Because you only want people who WANT to work with you to connect with you. Whether its as a client, a referral partner, or even a JV (Joint Venture) partner.
You might think that would be great to connect with everyone, you’d be wrong.
You can neither market to the plant nor serve the planet.
Instead, serve the people who are ready to work with you.
They’ll show themselves by responding “YES!” to your about page, when you illustrate to them why they should work with you and the benefits they’ll gain.
Your About Page CTA (Call To Action)
The 5th and final must-have for your About page is a CTA.
I’m going to come right out and say it. People want to be lead.
If you think about it, life is full of decisions. Every day, you make a ton of them. From what to wear and what to eat to which program to invest in.
Decision-making can be exhausting.
Take a load off your audience and make the decision for them as to what their next step needs to be.
Give them a CTA that brings them closer to their goal of solving their problem and you closer to your goal of securing a new client.
Whatever you direct them to:
- Cheat sheet,
- Checklist,
- Audio,
- Report, or
- Ebook . . .
Make sure it’s in alignment with what you’ve been talking about all this time on your about page.
Use this template to create your best client-attracting About page ever!
There’s a lot to digest here to get your About page to be the client-generator that you want it to be. I’m taking my own advice and making it easier for you to accomplish this goal by downloading CSI’s About Page Template from the link below, to get your started.
Check out the YouTube video that I made to help you visualize your website about page details a little better.
Which part of this About page template stood out the most to you?
Let me know in the comments below:
