A few weeks ago we discussed how to harness the power of your Contact page by not just asking the right questions, but asking them the right way in order to get the best answers. Then we talked about how to harness the power of your Home page through strategic content planning and cornerstone content navigation. But this series wouldn’t be complete without discussing another crucial site page, your About page.
How can you maximize your About page to help educate, inspire, and entice your potential clients to reach out and book/hire/purchase/contact you?
HOW TO MAXIMIZE YOUR ABOUT PAGE
How to harness the power of your About page to book more clients and make more money.
You’ve probably heard this before, but your About page really isn’t all about you. It’s more about your clients and how you are the perfect person to meet their needs. A potential client comes to your About page looking to learn more about who you are and what you stand for (of course) but what they’re really asking is:
- Who are you?
- Why should I hire you?
- Do you understand me?
- Can you really help me?
- How can I trust you and why?
While this is a seemingly unconscious selfish thought, it really is the purpose of why we’re in business in the first place. Our clients should be asking these questions, and it’s our job to answer them.
WHAT ARE YOUR WEBSITE’S GOALS?
Just like the past two weeks, we start each page by reflecting on the overall goals of our business, defining how our site will help us meet those goals, and then how that specific page plays a role in our overall site plan. So, what are the primary goals of your website? What is the overall action goal you want your clients to take for your business?
Assumably, it’s to work with you, but why? Why you? Knowing the answers to the major W’s of our business can greatly affect the content we provide on our About page and increase the trust and confidence potential clients have in our ability to help them.
Answering the major W’s of your brand:
When Brands stand out, it’s because they stand for something. They have a clear brand message that resonates with you in some way that causes them to win that #1 place in your mind. And when I say number one, I mean number one. It’s more powerful than the first page of Google or the top trending hashtag of the day. This is a place that is eternally theirs until they do something personally that alters how they see you.
THE MAJOR W’S OF YOUR BRAND:
Who are you?
Straight up, who are you? Your name and self appointed professional vocational title.
Where do you work?
Are you a brick and mortar business with a stationary location? Or are you more of a digital nomad whose location isn’t as important? This can be important to local sourced brands while less important for other non-location specific brands so this is a more optional piece of information to include on your About page.
What do you do?
What is it that you actually do? What do you provide? What do you specialize in?
Who do you work with?
Who is your target audience? Who do you serve through your products and services? Think specifics. You may strive to serve “everybody” but realistically, there is a common thread that unites the followers of your brand. What is it that these people seek?
How do I work with you?
“Through ________, ___________, and ____________ I…” The actions/services/products you use to create what it is you provide.
What makes you unique?
Why should someone work with you over someone else in the same industry? What is it about you that makes you unique? Your signature style, creative processes and systems, extensive experience (show a little extra creditability here.)
Why is this important?
Your big BECAUSE. Why is this important to both you and your clients/ audience/ followers? Personal anecdote, short story, social proof to help provide support to your claim that you are the right person for the job.
Having the simple (or not so simple) answers to each of these questions allows you to mix and match their order as it best resonates to your potential clients and followers.
Case Study : Answering your major W’s with Tracy Wright Corvo
Knowing your target market and who your ideal clients are will greatly affect the answers to your major W’s and what specific text you’ll be including on your about page. But what if you have a few different target markets or groups of clients who might be searching for different answers?
Tracy Wright Corvo is a headshot and portrait photographer based out of Honolulu, HI. She specializes in headshots, portraits and commercial photography for businesses big and small, but she also offers actor headshots, kids and teens modeling packages, and personal portrait photography. Three very different and unique groups of people. While all the photography packages are meant for professionals within their industry, she needs to address the needs and personal inquires of each group in order to make that personal connection and establish credibility.
To accomplish this, Tracy focused on her primary target group (and biggest financial resource) first, Business and Corporate photography. She keeps the answers to her “W” questions short, simple and to the point, knowing a corporate team member has only so much time to research and book a photographer for their company’s photography needs.
While later down the page, she offers a more personal perspective into her photography style and why she does what shes does as well as ways she chooses to give back to her community. This speaks directly to her personal clients or parents of kids and teens who come to her for their acting and modeling headshots and portraits. Providing this personal narrative, it gives her a strong community connection and local authority, increasing the personal trust and confidence in her
ACTIONS SPEAK LOUDER THAN WORDS:
While we may have the perfect words to say who we are, what we do, why it’s important to our clients, sometimes saying it just isn’t enough. People need to see to believe. But how do we show our credibility on our About page? By providing social proof.
How to provide social proof.
Social proof is essentially the creditable elements that back up the words on your About page. While your text content here is some of the most frequently read all the way through, the other forms of content you share here are equally as important.
LOOK THE PART
When you want to come off as professional, you not only need to talk the talk, but walk the walk and that mean looking the part. Professional headshots or portraits go a long way here. People will always connect with another person before they connect to a brand, so including a professional headshot of yourself helps to not only make you look like the professional you are, but increase that instant human-to-human connection you want to make with your clients. A selfie (unless you are a photographer) isn’t gonna cut it. Looking at the brands you love most, look at how professional their images are. It’s a huge part in building their professional online identity and backing up their value.
WHAT DO OTHERS HAVE TO SAY?
While you don’t want to include a whole page of testimonials on your About page, including a few choice comments from past clients is a great way to showcase experience and provide proof that when you say you can do “x” you really can.
It’s no wonder that one of the number one form of entertainment in the world is television and movies, or that one of the most popular music genres is Country music. Both are storytellers, creative narratives built around an experience. We as humans naturally gravitate towards stories and will often imagine ourselves in the place of a character, helping make that emotional connection to the story. Same goes for your about page. Identify with your followers by including a small personal story or anecdote, you provide that bit of personal social proof, showing that you do understand and truly have the best interest of your clients at heart. This can include adding a few personal images that might not be as professional as your headshots or page headers, but something that gives that sneak peek into who you really are.
Social Media is a truly powerful asset to any entrepreneur, especially when it comes to giving that extra personal touch to the experiences your clients and followers have through your brand. If you are particularly active on a social platform like Instagram or Facebook, invite your readers to join you there and get to know you better. Use a social feed such as an Instagram feed to showcase your day to day behind the brand activities and help educate your potential clients further on what it would be like to really work with you.
Fern Wealth is a financial management and wealth acquisition firm based out of Switzerland. They specialize in working with corporate professional expats who have relocated to Switzerland and are looking for long term financial support, guidance, and management. While they are a new firm, both gentlemen have extensive training, and years of experience working for other firms or independently within the financial industry.
Knowing their clients are most likely viewing their site on their mobile devices due to their busy schedules and constant traveling schedules, they kept their About page short, simple, and specific. Speaking to the immediate needs of their target clients and not including any extra info that might detract from them “clicking” their ‘Book Now’ button and scheduling their first call.
So to establish their social proof (credibility) they answer their major W’s with the client needs in focus first, then provide short but specific bits about their independent experience and links to their social platforms for people to learn more about each of them and get a feel for their past work. They also invested in professional branded photography so that the images they share on their page are a representative of the professional members of the Fern team.
Below their main About section and short personal bios, they include a slider of testimonials from past clients and other industry professionals that speak to the trust and expertise of each gentleman. And finally, as a last minute and simple bonus touch, they included an “As Seen On” slider of other popular financial news platforms that they regularly contribute to.
WHAT TO DO NEXT?
Depending on the kind of business you run, there is generally more actionable and important information elsewhere on your site. Your viewers have come to your About page to learn more about what you can do for them and if they connect with you on a personal level, so don’t lose that connection by having no next steps.
Just like our Home page or Contact page, our About page needs to have a clear exit strategy, leading them to where they most likely will need to go next in order to accomplish the goals we have for them on our sites.
Relying on your header navigation alone and trusting them to make the next decision doesn’t always result in the way we want it to. So, what should they do next? What should our visitors and clients do after they have finished reading our About pages? Keeping it simple, but significant, how can we provide a clear incentive, guiding them to where they should go next?
If your primary goal is to “book you” or “work with you”, providing a call to action, inviting them to “Contact” you for more information and to get the booking process started.
Are you particularly active on social media? Include an invite to engage with you on social media where they can get a more personal idea of what working with you might be like. For example: this could be through an Instagram feed with constantly updating images.
Are you a product based shop or infopreneur? If your goal is for your viewers to purchase your products/courses/programs, finishing your about page with a featured call to action with a special promotion, or special deal on a featured product is a great choice. Or, if you offer a special first time buyers discount, letting them know here is a great way to motivate your visitors to continue shopping through your site.
Do you have a FAQ’s page, Media Kit with more immediately available information?
Knowing that your visitors and clients are reaching out to you for a reason, directing them to other areas within your site where they might they find answers to questions or information can greatly assist them in building confidence in working with you before you even make contact.
As a blogger, your content is what entices your followers to come back again and again as you update your site with new posts and information. But while you are constantly contributing new content, there are those cornerstone pieces that you know are the most valuable. For a new viewer who might only look through the first or second page of posts, including a line up of your most valuable posts at the end of your about page is a great way to make sure they see your best work from the start.
No matter what type of business you are, having an email subscription for your brand is a must. Providing a direct call to action to subscribe and stay up-to-date with A,B,C, or whatever your opt-in incentive is, is a great final piece to your About page.
Case Study : Providing a clear exit strategy with Holomua Healing Arts
Brittany definitely has a bit longer of an about page but as a Reiki healer, her target clients are all very personal. They are looking for someone who can clearly identify with their needs and successfully assist them as the create a strategy for both emotional and physical health. So providing a much more extensive bio is appropriate for her.
Immediately after Brittany’s personal and professional bios, she includes a direct set of branded links to her primary service pages and packages to make it easier for her clients to navigate to where they best fit in.
To finish up Brittany’s About page, she includes an Instagram slider that auto updates as she adds new photos to her Instagram account. This gives it a fresh feel and as she often showcases her clients on her Instagram feed, this immediate social proof fits perfectly with her above listed services and bio.
Take a look at your About page, are there any areas you can refocus in order to maximize your About page’s productive potential? Any key areas of your business missing? And questions unanswered? Excess areas that you could remove to keep your viewers attention on the most important information?
Are there any other About page elements I didn’t discuss that you find make all the difference in connecting with your clients? Share a link to your About page and let us know what you did to maximize your About page. Share the knowledge!
If you have any questions on how to maximize your About page or what to include, ask us in the comments below. I’m here to help you make the most of your About page to book more ideal clients and make more money.