Your About page is really important. On any website the About page is one of the most often-visited pages, because people like to buy from people. As a service-based business, you are basically selling yourself; visitors will naturally gravitate to your About page to learn who it is they are buying into.
Often, we find it difficult to write our About page (my clients sometimes even ask whether the really need to have one – YES!!).
We don’t know what to say about ourselves.
We don’t want to ‘blow our own trumpet’.
We hate the idea of including our photo.
So many excuses!! 🙂
Your About page is your opportunity to say what you offer, why it’s valuable & why a client should choose you over anyone else.
Element #1 | Relevant information
Your About page is only about you in so much as it relates to what YOU can do for YOUR CLIENT. What I mean by that is, you don’t necessarily need to tell everyone that you have 4 children, 3 dogs, a degree in Drama from Bristol University & that your favourite food is meat-free moussaka – UNLESS those facts are important & helpful in selling your service to your client.
If you are a family photographer, the fact you have 4 children & 3 dogs will demonstrate to your perfect client that you feel comfortable around children & animals, you get how chaotic it can be, you are the perfect photographer to take on their family portrait commission!
Or, perhaps you offer drama classes to under 12s, so letting them know your degree details & the fact you have children will help build their trust in what you offer.
Maybe you are a nutritionist, with a specific interest in working with people who’d like to reduce their meat consumption; in that case, your favourite food would be relevant because you want to show knowledge & passion for what you do.
Element #2 | Links
Because so many people visit an About page, it’s a great place to showcase other parts of your site (or even external links) and so demonstrate what you do. Internal linking is also great for SEO.
Here’s how you can direct them elsewhere with purpose:
– suggest some blog posts they may find useful (e.g: a wedding planner might link to a blog post they’ve written about their 5 favourite local florists)
– link to work you’ve done (if you have some portfolio pages on your site which show off projects you have worked on, or if you’ve written a blog post featuring a client you worked for, link to it here)
– write in a natural way about the services you offer & link to the relevant pages on your website
– link to your social media channels
Element #3 | Newsletter sign-up
Never miss an opportunity to get people signed up to your newsletter.
Creating a newsletter sign-up facility either on your website via an in-line form or a pop-up, or as a landing page (see mine, above) is a great way to capture your potential clients’ contact details & stay in touch with them. If you can offer something – a % off or some kind of free guide, that may entice them to sign up.
Element #4 | A photograph of you!
I know, every hates seeing photos of themselves, it’s similar to hearing your own voice on a recording – do I really sound like that??
But, it’s a fact that it helps make a personal and more memorable connection if you actually know what someone looks like, when you are considering using their services.
Don’t worry, I am not saying you need to get professional photos done (although they are always a good idea!).
You could use an image of you doing what you do (running a drama class, arranging flowers, talking to a client at your desk, grooming a dog etc.) – you don’t even have to be looking at the camera, as long as you are recognisable.
You can even use an image taken by a friend or partner at an event or at home – just make sure it’s not a selfie and doesn’t include anything or anyone which would seem out of place given what you do.
Element #5 | Persuasive techniques
Don’t ever forget that the whole point of your website – About page included – is to sell your service.
Yes, you want to build your brand, demonstrate your expertise & make a connection, but the reason you are doing that is to sell your service. It’s not mercenary, it’s just business!
So, use persuasive techniques on your About page (and the rest of your site) to do just that:
– write genuinely and in a voice you’d actually use – be yourself, use humour, make a personal connection
– use actual facts and figures to show how well you do what you do (“I have been asked to a guest speaker at…”, “I have twenty-five 5*star reviews on…..”, “I am a member of X professional body & write regularly for X industry publication…” etc.)
– show your passion for what you do
– be clear about what you do & why that service is valuable to your perfect client
If you have a comment or question, please leave it below, or email me at firstname.lastname@example.org 🙂