When was the last time you updated your website ABOUT US page?
Your ABOUT page may not seem as important as your HOME page, which you’ve likely labored over for weeks, maybe months. Chances are, when it was time to write your ABOUT page you ran out of steam, or thought, “I’ll just put up a resume. It will be good enough… for now.”
Eye tracking studies, and analytics confirm that your ABOUT US / ABOUT ME / ABOUT page is one of the most important pages on your site. Most website visitors quickly scan your HOME page, but they read your ABOUT page from top to bottom.
If you’ve got eyeballs on your ABOUT page, doesn’t it make sense to meet your perfect customers where they are and not let another sale slip through your fingers?
Proven Tips for Create a Winning ABOUT Page
Pretend you’re writing a personal letter so you ‘speak’ to one person and sound conversational.
Let your perfect customers know how their lives will be better, easier or more enjoyable by using your products, or your service.
- Let them know:
- What’s in it for them?
- What have you experienced that lets your perfect customer know you understand their problem?
- Let your perfect customer be the hero.
- He or she is looking for someone to help them get to the next level. How can you guide them?
- What makes you different?
- List your specific skills and why you do what you do.
- Are you mission driven?
- If you are mission driven explain in one sentence what you’re hoping to achieve and how you want to change the world.
- Give them a personal detail, or two, about your hobbies. This helps to create a connection with your perfect customer.
- If you have testimonials, weave them into your copy because testimonials remove a reader’s objections to buying your product or service, better than anything else.
- At the very bottom of your ABOUT page offer them a small free-b, in exchange for their first name and email address. If they’re interested in you, your product, or service you’ll want to keep in touch. An email newsletter is the best way to continue the conversation.
- Even though your perfect customer has read your entire ABOUT page, they’re still in the “I’m just looking phase.” A coupon, checklist, or resource list is ideal because most website visitors find these things valuable.
Try your best to sound natural, and don’t use ‘big’ words. Instead of sounding impressive, you’ll come across as snobbish — and who wants to open their wallet to that?
I can’t wait to read what you can do for me!