- It’s not your home page.
- It’s not your products page or your sales order page.
Your highest converting web page is the one page people actually read on your website– it’s your About Page.
We’re all naturally curious about each other. If we weren’t, People Magazine would not be the most dogeared publication in your doctor’s waiting room.
So, if people read your About Page, from top to bottom, doesn’t it makes sense to…
…tell them, what’s in it for them?
People need to see themselves in your About Page. They want to know, “What’s in it for me?”
Tell them a story and make a connection.
I’ll bet the last time you read someone else’s About Page, you didn’t remember where they went to school, or what company they worked for unless you, too, had an affiliation with that place.
Where to list your credentials
List your credentials and advanced degrees at the very bottom of your About Page unless your education or place of employment is important to attracting your perfect customer.
If it is, weave your credentials into your story — as long as you also say…
- how it helped you solve your client’s biggest problems, or
- how it helped your client reach their desired outcome.
Victoria’s shocking comment
“If I had read that crap I would never have hired you!” railed Victoria.
“But Victoria,” I countered, “the online marketing gurus say to make the About Page more personal.”
Victoria was not impressed. She is a recruiter, and a career / life coach. She helps people find jobs and coaches them how to interview so they can get the job of their dreams.
We were working on her About Page to put some of Victoria’s personality into it, but she was right — mine had too much “crap” in it, so I re-wrote it.
Be interesting, be engaging, and tell me a short story
Tell me why…
- I should spend my valuable time and resources on you
Tell me how…
- you solved your perfect client’s biggest problem, or
- how it helped them reach their desired outcome
TIP: I need to see myself in your story. The perfect response is, “She (he) sounds just like me!”
Tell me what…
- is in it for me and how my life will be better for having worked with you
That’s what your perfect customer wants to know, and that’s how to make your About Page your highest converting page on your website.