How To Re-Engineer Your About Page For More Sales
Almost every website has an About page. That’s a given. But the question should be: Is it effective?
When you consider that a big percentage of visitors to your website will look at your About page, then it becomes imperative to make the page as effective as possible.
When visitors take a peek at your About page they’re often wanting to know more about the people behind the site and the business that underpins it.
This is why the best About pages tell a story that involves the reader. So, there’s the first clue – stories sell by building trust, credibility, and warmth.
The best About pages are personal – they help people get to know you a little bit. And if they like what they see they are much more inclined to do business with you.
Do you remember this golden rule of marketing?
- Know, like, and trust
Your About page can be a powerful and potent way to increase your conversions because it tells the story of YOU and your business. Done correctly, the ‘know like and trust factor’ will be working in your favor, thanks to a properly conceived, formulated and optimized About page.
Your About page should be like a welcoming hug, a warm and non-threatening place that connects visitors to you, your story, and the story of your business. The best About pages will convey your philosophy in a customer-centric way.
Your About Page Is An Opportunity to Strut Your Stuff
Say it loud, say it proud. Or to put it another way – ‘it’s showtime!’ But be careful – if you overdo it your audience might bite you in the ass!
Seriously though, your About page gives you a license to promote yourself, your business and your products (not in a detailed way but you can highlight your products’ point of difference).
If you’ve already got a company culture thing happening, you should also weave it into your copy.
If you have qualifications mention them, but don’t kid yourself that it’s going to overly impress customers. You have to move beyond the standard About page content and really involve your customer in the story you’re telling.
Your About Page Is An Opportunity to Sell
Rather than the boring ‘me too’ About pages that pervade the internet, it’s time to step up to a page that effectively promotes you without it appearing to be a crass sales pitch. The best way to do that is to ‘educate, don’t sell’. By educating your audience about your business and its products and services you will automatically build a desire for your products or services.
Knowing your market is key – know the problems and aspirations of your ideal customer is critical. Then you can fashion a message that hits the spot with people who visit your site.
Objectives For Your About Page
Your About page’s primary objective is to secure a lead for your email list or in the parlance of the online world – an opt-in. If you run a traditional main street business your objective might also be to have visitors phone in, request a quote, or book an appointment. It’s not about branding (although branding can be a side benefit), it’s not about feel-good blather – it’s about getting a lead or an inbound inquiry, and doing business.
Tune Into WII-FM
Have you heard of WII-FM? It’s a radio station that all of your potential customers know very well. In fact, it’s all they think about. What is it? ‘What’s In It For Me’. You’ve heard it before, right? Of course, everyone has heard those words before. But here’s a question for you:
Why do so many business owners and marketers have no idea what turns their customers on? Often they spend too much time telling visitors how wonderful they are, without showing them the benefits they’re going to enjoy as a customer.
To help you create a better About page, I’ve listed here 4 simple questions. Take a look:
Why Should People Do Business With You?
Another way of putting it is this: what sets you apart from your competitors? If you can answer these questions with clarity, congratulations! When pondering this question please avoid the temptation to answer with the standard tired old clichés that many use.
Examples of cliches abound like quality service, best products, reliable delivery, etc. Words like these mean nothing to customers because all your competitors use the same words.
What Are the Key Frustrations Experienced By Your Market?
Customers often experience frustrations when dealing with many businesses. Can you identify what those frustrations are for your industry and your type of business?
How Can You Solve These Frustrations?
Once you’ve figured it out you can create a statement such as Why We’re Different, then show people why your business is indeed different.
What Turns Your Customers On?
If you can get some clarity about this question (and the answers to it) jump for joy. It could be a game-changer for you.
About Page Structure
A Potent Opening Statement
First impressions count, in all things. Offline or online people will often make a snap judgment about you and your business as soon as they land on your site.
Open with a benefit statement or a pain point, but whatever you do always use personal language – people love to hear the YOU word – so use it often. Do NOT use formal language or copy that is expressed in the third person – a real turn off.
An example of an opening statement could be something like this:
“Is this you? You’re confused, frustrated and at a dead end. Well today I have good news for you etc etc”
Who You Are and What You Do
Unlike some internet marketing experts, I acquired my foundational knowledge and experience at the offline coalface – face to face, belly to belly. I sold millions of dollars worth of products offline before I generated a single lead (or sale) online.
Fast forward to today and I’ve now sold millions of dollars worth of products online using a skillful mix of online strategies and timeless offline strategies.
Promote Your Primary Benefit
Persuasion Pursuit helps you get more from less. We help you increase your sales conversions without spending more money on advertising. Indeed you may spend less.
When you have a continual flow of high-quality customers who pay you top dollar for your products or services, you can choose to grow your business further or simply take a lifestyle dividend.
Life is too short to be just grinding it out in a business. So let us help you turn your business into something that serves you – not the reverse.
More sales and more income for you – so you can have a better life
If you’re building a coaching, consulting, blogging, make money online, or personal development type of business you need to be a little more personal with your visitors.
People love stories especially if they are told in a personal way. Share your setbacks, your challenges, and of course, your successes. Triumph over adversity stories work a treat!
On the other hand, if you have a traditional ‘main street’ type of business you may want to hold back a little on the hard-luck stories. That said, you must always avoid the temptation to revert to impersonal corporate-speak – it’s a huge turn off for your visitors.
What is your mission? Do you have a vision for your customers that is so compelling that your readers will be salivating when they read it?
Great – let’s see it!
Promises and Guarantees
If you have a potent guarantee, showcase it on your About page. But avoid the standard ‘we guarantee you’ll be happy’ type of guarantee. It doesn’t work very well. So beef it up a little – give them a specific guarantee with a self-imposed penalty if you don’t deliver on your promise.
Top 16 Ways to Ramp Up Your About Page
Here is my definitive list of tactics and ideas you can use to really make your About page stand out from the crowd. Pick the ones you like, then start implementing them today! Try these for size:
- Use the ‘You’ Word Often
- Bring Out the Pain
- Offer Conceptual Solutions
- Benefits of Doing Business With You
- Tell a Story
- Answer Questions
- Let Visitors Know Who You’re Looking For
- Offer Commitments
- Make It Personal
- Bring On Your Endorsers
- Showcase Your Team
- Include Design Elements
- Try Video
- Include Links
- Provoke Curiosity
- Call to Action
1. Use the ‘You’ Word Often
I covered this one earlier in this post but I include it here again to drive the message home – it’s that important.
What’s the most important word in the English language? It has to be the ‘you’ word, right? People are selfish despite their protestations. So give them what they want – lots of stuff about them, which must include the ‘you’ word often. Effective use of the ‘you’ word really connects with your visitors like no other.
2. Bring Out the Pain
Although I alluded to this point earlier in this article, let’s ponder it a little more – it will be a good test for you. Do you REALLY know your audience? Say yes, then answer these questions:
- What are their concerns?
- What annoys them about your type of business?
- What problems are they trying to solve?
Once you’re clear on the answers you can highlights the issues then show them why you are different from your competitors.
3. Offer Conceptual Solutions
If appropriate, when talking about solutions to the problems discussed above, talk about concepts first before you go into the detail of your product or service.
4. Benefits of Doing Business With You
When you list the benefits of becoming a customer, do it in a benefit laden way. Here is an example:
5. Answer Questions
People often have questions about buying from a business like yours so it makes sense to list some of the typical questions, then answer them. Here is an example:
6. Tell Your Story
If your story includes a professional bio and you think it will add and not subtract from your story, include it as well.
Amy Porterfield is a popular blogger and has a terrific About page. She has created an engaging narrative that connects with the reader early and keeps them riveted until the last word.
A nice touch is the inclusion of a ‘My Values’ box. Take a look:
Yaro Starak who owns the highly successful Entrepreneurs-Journey blog site has a cool About page too. Here is his story:
7. Your Ideal Customer – Let Visitors Know Who You’re Looking For
Customers are looking for a home. They want to align themselves with businesses that speak their language and offer solutions to problems that resonate. Yes, price is important but if you are to maximize your sales and income you have to go much further than trying to just compete on price.
8. Offer Commitments
Some businesses use a Customer Commitment form or statement. These can work well because it conveys intent to the reader. People like that, they like the fact that you nail your colors to the mast upfront. A variation on this is to use humor, such as with this example:
9. Make It Personal
I already mentioned the ‘you’ word, but to take things to the next level you want people to have warm thoughts about you and your business. There are different ways to do it, but getting a little personal with people works well. This is especially so if you have a coaching, personal development or consulting style business, or similar.
So tell your story. Let people know a little about your journey, including some of the setbacks you have experienced along the way. People love this sort of stuff.
Some business owners may feel uncomfortable about using this technique, particularly if they run a traditional local business. But if you can overcome your hesitation and employ this idea you’ll likely find that customers will bond to you like glue to a piece of timber.
10. Bring On Your Endorsers
This tip is about testimonials and case histories. If you’re just starting out you may need to do some work gratis (or at a greatly discounted rate) for a few people, in return for a glowing testimonial.
If you have a separate testimonial page it may still be a good idea to feature a couple of them on your About page. Please note that there is a right and wrong way to present a testimonial because most testimonials have not been packaged properly. Although beyond the scope of this article I can say that at the very least you should include a pic of your customer and include their full name – avoid initials like the plague.
Bernadette Jiwa runs The Story of Telling blog (great title, eh?). If you go to her About page you will see an almost endless stream of testimonials and endorsements. Here are two of them:
An important point about the above example is the inclusion of a pic. The potency of a testimonial is greatly enhanced by including an image of your endorser, as stated.
For more information on this topic, read my blog post:
11. Showcase Your Team
It makes sense to introduce your visitors to other team members. Here is an example:
12. Include Links
If you have an active blog, include a few links to your most popular blog posts. A simple technique like this will boost your credibility and involve your visitor from the outset. A no brainer. Please Note. Visitors will NOT be impressed if you send them to a blog that hasn’t been updated with new content for 3 months or more.
13. Try Video
Now that YouTube is the second most trafficked platform in the world, it’s quite clear that video is a very powerful medium. Yet few site owners use it, especially on their About page. John Lee Dumas and his Eofire blog has one of the few About pages that includes video content (note the brilliant graphic):
14. Provoke Curiosity
Remember the saying ‘curiosity kills the cat’? Well, it’s true, and the best way to start is with the headline. The headline will pique your reader’s interest and entice them to read the body copy. ‘Nuff said. Here’s an example:
15. Call to Action
Call it the close, call it the call to action – it doesn’t matter. The main thing is to give people leadership by telling them what they need to do next. The next step will vary according to the business, but your call to action could be one of the following:
- Get a quote
- Buy a product
- Make an inquiry
- Join your email newsletter list
Darren Rowse runs the hugely successful Digital Photography School. He includes a call to action in his story. Take a look:
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