I’ve worked with a lot of people on their brands and sites, and one of the most notorious areas that entrepreneurs tend to neglect is their About Page.
After your homepage, your about page is probably the second most visited static page on your site. So my mission for today’s post is to bring you up to speed on what you should and shouldn’t be doing – yes… we’re diving deep (but, quickly!) into what to include on your about page.
First Up – The Headline
Your headline should be benefit-driven and answer the visitor’s question of “what’s in it for me?”. This should be tackled right at the top of the page to confirm that your visitors have come to the right place for their questions and needs.
Master Your Introduction
This is a pretty common mistake that a lot of people make, where they start everything off with talking about themselves. What you need to do is focus on your visitor and make it about them. You will want to highlight four to five key selling points and sell them as to why they should stick around.
Make sure you leverage social proof by including logos of press mentions or features along with displaying testimonials from previous clients to further drive home the point that your brand is the real deal.
Now It’s Time For.. YOU!
While it’s important to initially show your visitors what you can do for them, you will also need to give them a clear look of what you are all about (that’s what they are there for, right?). Give a quick background, talk about your passions and focuses and tell them how you are going to help them.
Here is where you can add personal touches to your About Page to show your fun side. A quick video clip is a great way to give your visitors an idea of who you are and what you can offer them.
So many entrepreneurs make the mistake of offering several different offers, confusing visitors. What you will want to show is one attractive, clear and concise offer that focuses on a ‘quick win’ to gain momentum straight off the bat for your visitors.
Show Your Best Stuff
Many visitors will go straight to the About Page before searching anywhere else, so why not make it easier for them by showing two or three pieces of your highest converting content or even an exercise to promote action to turn your casual visitors into real followers.
The Invite to Connect
The final element you need on your About Page is how people can reach you on social media. Place links to your social media profiles and let them know where you like to hang out specifically so they know which platform they can engage with you the best.
The fact is, your about page is just as important as your product and sales pages so you need to treat it as such. You need to figure out what to include on your about page early on, and keep it updated on a regular basis.
Placing a quick bio and a photograph isn’t what is going to get visitors to connect with you so go the extra mile and take the time out to build your About Page right and make the right first impression.