For most of us, it’s visit the About Us page (especially if it’s someone with whom you aren’t very familiar).
However, let’s be honest. You aren’t going there to find out the website owner’s favorite hobbies (although that can help you connect with them). You aren’t going to it to find out their favorite colors (yep, don’t really care).
You’re going there to find out how they can help you. Are you in the right place? Should you continue navigating the site or move on?
So I have to ask… does your About page actually SELL YOU?
Check out these 3 simple steps to creating a killer About page that will actually help promote you and your services, one that you will actually WANT your ideal clients to read.
- Tell them if they’re in the right place.
When most people are writing their About page, they just jump into their own story. While there is a time and a place for this (perhaps on a separate page where people can go to read more information about you… or even the bottom of the About page), it’s not the right content for the top of your About page.
Start by making sure people know they’re in the right place!
Using their language, address their pain points (the reason they are visiting your site in the first place). Don’t hesitate to list out bullet points either. Chances you can help them with more than one problem!
You could tell them, for example, “You’re in the right place if…” or “Does one of these scenarios apply to you?”
- Highlight your credibility.
You are the solution to the pain that your ideal clients have been experiencing… but what actually makes you credible?
There’s a good chance that your entire about page is highlighting your credibility (are you guilty of this?). If that’s the case, try to narrow it down to two paragraphs (three tops!).
- End with a call to action.
Even if you have a killer About page, there’s a good chance you may have overlooked this last step. And you aren’t alone! So many people end their About page and forget to actually ask their reader to take a next step… but it’s so important!
You could send them to your calendar to set up an appointment to work with you (I highly recommend this, since they are clearly interested if they get all the way to the bottom of your About page). However, you could also just send them to your free offer or put them into your sales funnel.
Regardless, it’s important to ask them to take SOME KIND of next step. With all great copy, if you don’t present a call to action, your readers most likely won’t take ANY action.
There is no perfect formula for writing an About page. However, I do think that these three steps can help simplify the writing process and help you to create an About page that you will not only be proud of, but one that will actually help to GROW your business.
Did you find this formula helpful? Which step do you need to work on the most?
While I’m definitely a believer that everyone needs to know the basics of copywriting (so you can do your own writing in a pinch or evaluate the copy if you decide to outsource), I’m ALSO a big believer in outsourcing your copy.
After all, you probably have better things to do with your time than write copy for your website, sales letters, email autoresponders, etc. If you don’t enjoy writing, you could potentially waste a LOT of time staring at the blinking cursor in your empty Word document (would this be you?).
Plus, quite frankly, a lot of us are so “deep” in our businesses that it’s hard for us to write copy that will resonate with our audiences (and possibly, that they will even understand).
Wouldn’t you just love it if writing your own copy was off your plate?
I would love to help you out!
Here’s the link if you’d like to apply to get a complimentary copy consultation: