6 essentials to inspire action (and help make you more sales)
Your about page: it’s one of the most important pages on your website – and let’s be honest, one of the most awkward to write.
Because writing about yourself or your business is hard. You’re emotionally invested, right up close to it (and really who actually enjoys writing about themselves anyway?).
As one of the most visited pages on any website, your about page plays a huge role in helping people decide if you’re the right fit for them, and it’s often the page they revisit before taking the next step to get in touch.
That’s why it’s soooo important to take the time to get it right.
Ready to learn how to write an about page that connects? Here’s 6 tips on how to highlight what makes you so fabulous at what you do, avoid any salesy vibes, and truly win hearts and minds…
1. Show your audience what your brand makes possible for them
Despite its name, the about page isn’t all about you. It’s really about what your brand can do for your potential customers.
Before diving into your story, try to step into your clients’ shoes. Ask yourself, ‘what are they looking for when they visit this page?’.
By now they’ve probably already scoured your home and service pages. They’re here to find more reasons why you might be the perfect fit for them.
If you run a freedom lifestyle or slow living brand for example, this page is an opportunity to connect with your visitors on a deeper level.
Whether you offer eco-friendly excursions, or help people heal through wellness, it’s all about tapping in to their desires, frustrations, and needs. Let them know they’ve landed on the right page and make it clear they’ve found what they’ve been looking for.
2. Prove it with social proof (let customer reviews & testimonials speak for you)
Got testimonials, reviews, or case studies that highlight your success? Now’s the time to share them.
Social proof is incredibly powerful because it shows potential clients that others have trusted you – and benefitted from your work. When people see real life examples of others’ positive experiences, they’re more likely to feel confident in choosing you.
Testimonials are awesome at highlighting the quality of your products and services, and the results you deliver. These insights help potential customers make informed decisions. So if you have glowing feedback or success stories, make sure to include some. Other people’s words can do wonders in building trust and credibility for you.
88% of consumers trust user reviews as much as personal recommendations.
OptinMonster
3. Introduce yourself & team as the solution to their problems & goals
It’s tempting to drive straight in to introducing yourself, but remember, not everyone is ready for your life story yet – your top 10 fun facts, how many cups of coffee you drink in a day, or your favourite holiday escape. That can come later down the page.
Instead use this section to introduce yourself and your team as the solution to your visitors’ needs. Highlight your expertise, your craft, and the unique skill that make you the right fit for them.
And don’t forget the friendly photo – people want to connect with real faces. A photo-less about page can make visitors feel uneasy, so make sure to choose one that invites trust and warmth.
4. Highlight what, why, and how you do what you do (this helps set you apart)
As a freedom lifestyle or slow living brand you’re already doing things differently, and that’s exactly why your customers are drawn to you. They’re looking for a more conscious, sustainable way of living, and you’re offering just that. This is where the power of why becomes so important.
People have endless options, but when they’re ready to spend their hard-earned money, they want to support businesses whose values align with their own. The good news is, if they’re on your web pages, they’re already interested, so make sure to show them how you stand out.
This is the perfect spot to share your process, and give potential clients a glimpse of what it’s like to work with you or be connected with your brand.
5. Tell your origin / brand story and weave in your values (if you lead with them)
If your origin story deserves its own spotlight, now’s your chance to tell your audience why you came to be and the driving force behind you. Let them in on your mission and vision, build the story, and own your purpose.
For personal brands like solopreneurs, coaches and mentors, the personal touch is essential for building trust. This is where your crazy known facts, hobbies and personal quirks come in to help your audience find that common ground with you!
If you lead with your values make sure they are actionable. Instead of simply listing words like integrity or honesty, show how you embody those values in your work. This helps build a deeper connection with your tribe and attracts the people who resonate with your philosophies.
6. Share achievements, awards, accreditations, & key partnerships
If you or your business has won awards, been featured in publications, or hold qualifictions relevant to the work you’re now doing, be sure to include them. They serve as powerful credibility markers that reinforce what your audience already knows about you – and they hold weight!
Don’t think of your about page as you gloating, think of it as you really demonstrating your skills, experience, and craft, in a way that positions you as the go-to choice. You’ve earned your reputation for a reason, so don’t shy away from sharing your successes and all that goodness.
This page is your space to proudly show the world what you’re all about, where you’re going, and invite your readers to come along on the journey – trust me, that kind of enthusiasm is contageous!
Struggling with your about page? Let’s fix that.
If you’re looking for some fresh eyes to put you on track, I can lend them.
I offer free 15-minute intro calls where you throw your challenges my way and I will happily give you feedback to help you make improvements. No strings attached! Let’s get your about page pulling its weight.
Get in touch and schedule a call today.
