I hate to break it to you, sis, but you know I like to shoot straight: Your About Page isn’t really all about you. When you’re trying to write an About Page that ACTUALLY SELLS — the focus of what you’re writing makes a huuuuuge shift from being ABOUT YOU to ABOUT THEM.
(And “them”? They’re your dream client or customer. Ideally, your About Page is about the person reading it.)
Confused? Let me help.
Here’s a quick rundown of how you can write an About Page that works with the rest of your website and ACTUALLY SELLS.
Used value-based headlines.
Instead of starting your About Page off with a sentence like, “Hi! I’m Diana!” — lure your readers in with something that speaks to your ideal client or customer. Instead of making your About Page a dog and pony show for you or your brand — start with your ideal client or customer in mind.
Here’s an example of a value-based headline I use on my own About Page:
Are you sick of people reading your website and still not knowing what exactly you’re offering?
Tired of the Instagram DMs that say, “Wait… so what exactly do you do?”
Lucky for you, I write words that land like a one-two punch and help you sell out (without selling out).
It’s only after I lead the way with my ideal client’s pain points in mind (e.g., confusing messaging, words on a website that aren’t selling, etc.) that I move into actually introducing myself and how I can help.
Focus on benefits (instead of features).
I see this mistake made on About Pages and Homepages alike — but for the purposes of this conversation, we’ll hone in on About Pages.
A word to the wise: An About Page that’s chock full of a list of what you do (e.g,. Your packages, products, etc.) can often fall flat because it neglects to address one of the main buying motivators: EMOTION.
In fact – we know that 95% of purchasing decisions are subconscious and driven by emotion. This means, we’ve got to appeal to emotion.
How do we do this?
We focus on the benefits of what we do or sell, instead of the brass-tacks type features of it.
Take Flodesk for example.
On Flodesk’s Homepage / About section — they do an incredible job of honing in on the benefits of what their platform offers, without spending too much time in the weeds surrounding the features.
Of course – if I want more information on the specifics of their platform — that information is available to me on their site. BUT — at first glance, I’m completely sold on the features and the transformation their service will provide me (instead of being bogged down by the technical stuff).
Include some social proof.
Perhaps even for just obligatory reasons — your About Page should organically include some basic information about you or your brand. One seamless way to do this (without listing out your credentials in a totally disengaging way) is to include social proof.
When I say social proof, here’s what I mean: testimonials and reviews.
Let your past clients or customers sell for you as your biggest advocates.
If you haven’t already baked getting client/customer testimonials into your process — stop reading this blog and go do that ASAP. Do whatever you need to do to pull praise from your past or current clients and add these to your About Page ASAP.
Pro Tip: When asking for client or customer testimonials, be specific about what you’re hoping for. Click here for a look at what I ask for in testimonials from my clients.
Leverage an opt-in (or another value-based Call-to-Action).
Your About Page is no different than any other touchpoint on your website — it’s a place for someone to take a next step. So when you’re wondering how to write an about page — remember to think strategically about what you want your site visitor’s next step to be.
Some of the best ways to add an opt-in or value-based CTA to your website:
- Offer a link to book a free consultation or strategy session.
- Offer a value-packed freebie as a lead magnet to grow your email list.
- Invite people to join a private community (e.g., Facebook Group) for more content tailored to their interest.
- Offer a discount for a product.
IF IT’S FREE, GIVE ME 3…
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April 5, 2021