The REAL Problem about About Pages
Most people think of an About page as a sales pitch or a biography. I am a lurker when it comes to About pages and I just cannot begin to tell you how many About pages I have seen that do not utilize the concept of how an About page is truly meant to serve.
It is the most important “story” webpage you will EVER need for your site. Your About page should do TWO major things: build trust and credibility AND tell a compelling story
By following these 4 simple steps you will be able to craft a story that will show how you are meant to be doing the work you are doing now. Being authentic in your marketing allows people to trust you and when they trust you, they buy your products and services.
So how do you go about establishing this trust through your About page?
You’ll find FOUR simple steps in this blog post and in tomorrow’s blog post, another 4 steps.
STEP ONE: Think about your brand. Your brand is what people will come to associate you with. In this way, your story needs to be strategically told to reinforce this concept. It MUST be clear to you.
Ideally, you want your prospects to come to your About page, read your story and then think, “Wow, I want to hire this person. S/he speaks my language. S/he really gets me. She really knows what I need. I’d better check out her/his products and services page.” (And you DO have a product and services page, right?)
Questions to Ask:
- How do you want your target market to see you? Are you for example, a writer, healer, or speaker? A communication expert or a personal trainer?
- What special services and informational products do you offer your target market?
Take some time to think about your answers. And when you’re ready, go to STEP TWO.
STEP TWO: Choose the one defining moment that will build trust AND reinforce the story of why you are doing the work you are doing now.
Notice I used the word transformational! A defining moment is by nature transformational because it illustrates a personal journey of change.
Remember, you want to SHOW how your defining moments position you to do the work you are doing now. This establishes credibility and is the first thing your prospect wants to know right away. How are you qualified to do the work you are doing now? Your peeps are not interested in how many degrees or certifications you acquired. They want to know your story.
Brainstorm all the possible defining moments that fit this category and when you feel comfortable brainstorming all the possibilities, continue to STEP THREE.
STEP THREE: Connect your reader with your defining moment. This is perhaps the juiciest step that will create the most impact. Spend a few sentences describing what that transformational moment felt like. Paint a picture for your prospects. Appeal to their senses. Translate what you have seen and felt for your prospects – they have never been in your shoes, so this is your opportunity to tell a story! The more authentic your story, the better your chances of establishing that “know-like-trust” connection.
Take some time to explore your defining moments. Write them down and when you’re ready, go to step four.
STEP FOUR: Take some time to reflect on this defining moment. How does it directly show how you are uniquely positioned to do the work you are doing now? Can you explain it?
So… there you have it. FOUR ways to building a compelling About page that will get businesses and targeted peeps to check you and your products and services out.
Need more help?
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