In the anatomy of a website today, you typically include a homepage, a contact page, and an about page to begin. Then depending on the purpose of the website, you’ll add additional pages such as services, products, gallery, shop, and more. But the cornerstone of any website remains the often neglected About Page.
I can’t tell you how many small business clients visibly cringe when I explain they need to write about THEMSELVES and their businesses on their About page. I get it. It’s never easy or comfortable to talk about yourself. Didn’t our moms teach us not to brag about ourselves somewhere along the line?
Why is your About Page critical to leads on your website?
People are basically nosey. Consider how curious we are about celebrities and how full the tabloids are with nitty-gritty details of the latest film star. I was surprised when we started our church website back in the 1990’s that the most frequently hit page on the entire website (probably 8 pages back then) was the About page with our pastor’s bio on it. His bio got more attention than the church bulletin! Fast forward to today and the value of a well composed About page has increased even more.
Your About Page is your biggest opportunity to get your audience to KNOW, LIKE, and TRUST you before making your first offer or sale to them.
To KNOW, LIKE, and TRUST you is essential whether you are simply offering a brochure about your brick and mortar business, you’re asking for appointments or contacts, or you want the user to purchase something immediately directly on your website.
Share your Story on your About Page
Best to begin with what you know.
- How did you get started and why?
- Were you influence by an event in your life or a special person?
- What struggles did you overcome to make your business a reality?
This is also a great place to share an early photo of your business (especially if you have been established for many years.
Be sure to include a short bio and a great photo that could be used for speaking / podcasts / or other media outreach.
Provide evidence you can solve the users’ problem
If you’re new to business, what successes and experience in your background show you’ve got this covered for your new client. Can you provide examples?
If you’ve been in business awhile, can you provide a few stories (with testimonials) of how you’ve solved the problem for your clients?
This is also a great place to list specific qualification / training that you have. Show off your credibility.
Eliminate objections in your About Page
Since you’re getting folks to better KNOW, LIKE, and TRUST you with your About Page, it is also the perfect venue to address and eliminate objections.
All seriousness aside, show you are fun to work with
Highlight a bit of your lighter and more personal side in your About Page as well.
- Do you like creating crazy cat videos? Then show one off.
- Are you addicted to Starbuck’s Ice Tea (and work there all the time)? Own up to it.
- Do you spend half a day each week reading to children at the library? Share your favorite kids book.
Whatever your lighter side is, let folks know you’ll be a treat to work with.
End with a Call to Action
You’ve done all the work to get this new client to KNOW, LIKE, and TRUST you, now make them an offer
- Ask them to setup a free consultation.
- Offer them a free ebook in exchange for their email address.
- Ask them to contact you for your first meeting.
Don’t let this opportunity go by without the client DOING something; moving forward toward working with you! That’s the end game for your About Page after all.