If you’re a small business owner then you need to know how to create an About page that converts on your website. This is by far the page most of my clients struggle with if they haven’t hired a professional copywriter to handle it for them. I get it, it’s hard to know what to talk about, you’re not comfortable talking yourself up, you’re not sure how to be ‘cute’, and it feels awkward getting personal.
I have good news then. Your website’s About page doesn’t need to be any of those things. Below are some things you want to ensure your About page is accomplishing and what to leave off.
SHARE THE THINGS ABOUT YOURSELF THAT RELATE TO YOUR SERVICE(S)
In the current world we live in consumers who are shopping small want to feel like they’re buying from an actual person and want to feel like they relate to you. However, they don’t need the entire explanation of how you met your spouse, where your kids were born, the time you locked your keys in the car or what’s on your dinner menu this week. Okay, they might care about those things but perhaps let’s leave it for social media.
In order to create an About page that converts you need to share the parts of yourself that are relevant to your client, service offering, and process. If you’ve got unusual experience in your industry that your competition doesn’t have – talk about it. If you’re going back to school or learning a new skill that will help sharpen what your client is receiving – talk about it.
Everything on your About page should serve a purpose – why does this matter to your audience?
INCLUDE AT LEAST ONE QUALITY HEADSHOT ON YOUR ABOUT PAGE
Part of connecting with a brand or business owner is being able to visually see the person behind the screen. Hiring a photographer to do a brand shoot for you is always worth it. If you’re not sure how to plan a successful brand photoshoot you can read this post for more tips. Long story short, at least one high-quality image of yourself making eye contact with the camera will go far. This helps your website visitor have a better feel for the person they are going to purchase from.
RELATE WHO YOU ARE TO WHO YOUR CUSTOMER IS
It goes without saying – we long for our community to ‘get us’. We want to feel seen, feel heard, and feel understood. As an example, I’m a wife and mother as well as a business owner. I provide branding and website design for my clients but what I actually provide them is confidence in their business. I provide them the ability to raise their prices, attract their dream clients, and to stand out in their industry. What all of this boils down to is this: My clients leave our time together and catapult their businesses to new heights which generates more income for them. More income means freedom, family time, the ability to quit their day job, being with their children more often than not, and more.
I am able to talk about who I am personally as a wife, mother, home educator, and business owner and relate it to all the things my clients are in search of above. When talking about myself in this way I am getting personal but I’m not making it all about me. I’m sharing why this matters to who they are. I share these details about myself so my audience knows they’re working with someone who understands their position.
NOT SURE HOW TO CREATE AN ABOUT PAGE THAT CONVERTS?
Contact me to chat about your branding and website goals. I’ll share my recommendations on how to level-up your About page. Looking for a copywriter to help you with this process? Here are my top three recommendations:
