Click Here to Access The FREE Worksheet Which Will Help You Come Up With Content for Your About Page When You Don’t Know Where To Start.
Today for the Marketing Minute, we are going to be talking about one of the most important pages on your website. It’s been proven many times by different statistics, from different sources, that your about page is one of the most frequently visited pages when people are looking you up and checking you out online.
Therefore, it behooves you, (I always wanted to use that word, behoove) it’s important for you to write an about page that your new visitors are going to love.
It’s possible for you to write up your about page in such a way that it will sell yourself without sounding sleazy, or sales-y.
None of us like to go visit somebody’s website, or their about page, and feel like they’re just pitching, pitching, pitching.
Yet there are pages that we’ve read where at the end, when we’re done, we’re like, “I really like this person. I want to buy from them,” or, “I want to download their thing,” or, “I want to check it out a little bit more,” you know what I’m saying?
That’s what I want to get into in this quick blog post. I want to look at the right way to write an about page. I want to give you secrets to writing an about page that new visitors will love.
You can use these secrets on your about page, or you can do what a lot of contractors are doing now, and create a homepage that’s really long and functions more like an about page. That is actually something that we are doing a lot more with our contracting clients, when we build their website, is designing the homepage to be long, and flat designed. There’s pictures, and text, and pictures, and text, and it’s a more interactive experience telling the story. It works kind of like an about page. Either way, these 5 secrets work really well.
So, let’s get started…
The 5 Secrets For Writing An About Page People Will Love:
#1. Use a Friendly, and Conversational Voice.
We all know what it’s like to go to somebody’s website and it just sounds like a bunch of technical jargon. Usually its a third person talking about somebody else as if they’re not even in the room.
It’s extremely hard to read. “So and so started their company back in 1983, they’ve been in the industry for 22 years,” and blah, blah, blah, blah, and all of a sudden, I’m not even interested.
What you want to do is use a friendly and conversational voice, first person, where you’re telling your story from your own perspective. But do it in a way that appeals to them.
#2. Address Their Goals and Aspirations.
Now you might say, “Martin, I thought this was an about me page? I thought this page was about me and my business,” you know?
It is, however, why do you want visitors to come to your website? Is it your personal blog about your travel experiences, or your favorite pets, or whatever, and you just want them to be entertained about your life?
No, you want them to come to your website so that they will develop trust in you. So that they will pick up the phone and call you, or fill out that form, or whatever, and hire you to come work on their home, right? If it’s not that, then what’s it for? If you just have a website as your own personal biography, just so that you can be public with your life, then that’s a whole different subject.
My understanding is that you are a Protractor, and you are in the business of helping your neighbors. Helping people in your community with their home, or their construction project. So, what you need to do, is focus on them, and what their goals and aspirations are, right out of the gate.
“Are you a homeowner in such and such a city, that is looking for help with getting your kitchen remodeled?”…etc.
You know? Start off with them, a focus on them and what they’re goals and aspirations are. And I know. I know this sounds counterintuitive.
I know it sounds backwards, because you’re starting off talking about them, but again, you want to plant the seed in their minds that you are here to serve them.
- You are here to help them get where they want to be.
- Your purpose is to help them conquer a problem they’re facing
- To help them reach the vision they’re striving for
- To experience the dream that they have in their minds.
You’re here to help them get to where they want to be, so therefore, start off with that.
And then, you want to lead them on a journey through your own story that proves you understand. And that brings us to the next secret.
#3. Tell Your Story In A Way That Pertains To Their Goals.
Now you are going to start telling them your own story. But you are going to only tell those parts that pertain to their situation. You are going to highlight their dreams, and show you fully understand, by telling your own story. For instance, “Are you looking for help getting your kitchen remodeled? Well let me tell you about the time … ”
You go back into your story, and you tell them your own personal journey about how you faced, or you experienced, a similar dilemma. You made a decision. You decided you’re going to figure out a way to overcome that problem, and you charted a course to get it done.
You’re going to provide a solution to that problem. Your story is now in line with their problem.
As you advance through your story, you’re weeding out all the unnecessary details of your history, and writing up only that which pertains to helping them believe that you are the person who has figured out a way to help them realize their goals and their dreams. You see how we’re doing that?
Secret number one, use a friendly conversational tone. Secret number two, address their goals and aspirations. Secret number three, tell your story, and do it in a way that pertains to their goals, and show how that you have created a system, and a process, that is proven to help customers get what their dreams are.
#4. Make It Visually Exciting.
Nobody wants to read a boring page. Nobody wants to see stock images that you download from Google, or bought online. People want to see that you are the person on this about page, that you know what you’re doing, and the pictures that you put on there are yours, and they are visually exciting.
- It’s entertaining.
- It’s a joy to read.
And all the while it’s subconsciously building up their trust so they believe you’re the person that’s going to help them realize their goal, and their aspiration.
#5. Let Them Hear From Your Customers.
You’re going to take them on a journey.
You’re going to start off talking about them, what their goals and aspirations are, you’re going to tell them that you fully understand that because you, in your own story, have experienced those, or you’ve seen other people experience them. Therefore you’ve decided you were going to figure out a way to find a solution to that problem and you have visual pictures to prove it.
And now, let them hear from some of your customers.
- Here’s Susie and what she says.
- Here’s John and what he says.
- Here’s Tom and what he says.
Then, Tell Them What To Do Next.
Then, at the end of your page, you want to give them the next step.
We call this a “call to action.” Basically you just want to tell them what to do next. If they have these dreams, and you have a way to fulfill the dreams for them, then tell them what they should do next. Tell them what to do to get the ball rolling.
- If you at this point want people to pick up the phone and call you, then tell them to do that.
- If you have a document prepared that they can download, and in that document it’s going to take them to the next step, then tell them, “Download this here and it will help you through the next step of your journey.”
You know what I’m saying? You need to give them the next step to do after they reach the end of your about page.
There you have it, those are the five secrets to developing or writing up an about page that new visitors will love.
I have a free worksheet for you which walks you through 7 questions. These 7 questions will pull ideas and stories out of your brain. It’s like a magic brain dump that creates an awesome about page.
You can just write down what is your customer’s goal. What are some of the obstacles that stand in their way? What has happened in your life that moved you to find solutions to help them? As you work down through this, you write up things, and then you put all of that together, and then edit it, and you have an awesome about page. Tap the link below to get immediate access.
FREE About Page Worksheet!
Click Here to Access The FREE Worksheet Which Helps You Quickly Brainstorm Content For Your About Page
To wrap this up… I just want to encourage you to be a Protractor. Go out there in your communities and make a difference. Go into your community on purpose. Go into your communities with a desire to help your community members reach their goals and aspirations, and make a lasting difference.
Martin Holsinger, show host