How To Optimize Your About Page To Convert
About pages are consistently one of the top visited pages. So what happens when people land there?
Many people think the About page on your website is an opportunity to tell your audience who you are. And it is a chance to introduce yourself, but it’s also an opportunity to sell.
Get into the customer’s state of mind
When your audience visits your website, they’re aware of your brand (usually through social media or word-of-mouth), and they’re considering becoming a customer.
Your website plays a big role in the consideration phase of the Buyer’s Journey. It needs to move people from Consideration to becoming a Customer. Now is the time to remind them why they should pick you instead of a competitor.
Are you thinking?…
But I don’t like to be pushy — I don’t like sales. I don’t want to be salesy.
There’s a self-conscious aspect of talking about oneself without bragging, but wanting to sound like you know what you are doing (because you do know what you are doing).
You are an expert in YOUR field, and that is probably not marketing, which is why I am here to help you.
I’m going to outline how to utilize connection and empathy so that when someone decides to work with you it is about the opportunity to deepen that connection rather than making a plain old purchase.
Show how you can help them
One way I reframe “selling” is to ask myself, how am I “of service” to my audience?
Firstly, what problem am I helping them solve?
What benefits will they see if they implement my content or hire my services? What transformation can they expect through working with me? What do I provide that’s different from other people in my industry?
It’s all about empathy. Put yourself in your customer’s shoes and you’ll be able to help them.
Explain how your approach is different from others
When potential clients are researching options in the Consideration phase, they are researching you and your competition.
So your About Page needs to be ALL YOU.
This gives the client a clear picture of who you are and what it will be like to work with you. Do not be afraid to be specific here. This can weed out the potential customers who are not a good fit for you.
Tell your unique brand story
A brand story is the story of the events that motivated you to start your company and how it has grown. The inciting events and your response to them will be in alignment with your company’s mission and purpose.
If you tell this story in an approachable, captivating, human way you will connect with your potential customers in a memorable and empathetic way, which lays the foundation for a positive working relationship.
Like all good stories it needs to have a main character, a conflict and a resolution.
For example, in my bio I talk to the reader about myself, the challenges I’ve encountered and how those opportunities led me to starting Expansive Media.
I establish trust and credibility by telling my story about taking a big risk: leaving a tenure track at a university to pursue “The Unknown!” Which, I hope, inspires others to take leaps and pursue their dreams as well.
This is me feeling super fly after finishing the 2,650 mile Pacific Crest Trail. I wish I could feel that good every day…
Include a clear call to action
At the end of the About Page, don't forget to include a clear call-to-action. Is it clear how the potential customer or client can take the next step? This is probably the most important part of the About Page.
Simply put, a Call to Action is a button or link that invites the user to take the next step. A few common ones are “Read More”, “Call Now”, and “Book a Free Consultation”. It is best if you align your Calls to Action with your Buyer’s Journey.
You now have an About Page that reflects who you are, what your business is about and will attract your ideal customers or clients.
