Did you know that the About page is one of the most visited pages on your website?
So many business owners are missing a big opportunity when they treat this page as a mere afterthought. Often they’ll simply add a short bio or corporate-style resume and leave it at that.
The truth is, there’s a lot more you can do with your About page to help you build your credibility, get more clients and attract more opportunities in your business.
First, instead of just a bland list of credentials or a boring paragraph about your experience, consider going much more in depth.
This is a great opportunity to use your compelling story and share a bit about the turning point in your life that led you to do what you do today. Your compelling story is really your unique message. You may wonder what your “unique message” has to do with building your business, but the truth is, if you come from an authentic place, success is almost guaranteed.
Especially if you’re newer in business and need to truly make yourself and your business stand out from the crowd, then sharing this story will move you leaps towards that end. If you’re already in business for yourself, sharing this will help you define the benefits of your services from a truly authentic place that will not only make you more memorable, but will draw those ideal clients to you. It starts with answering the question: What has happened in your life, good or bad, that would be the most useful to share with others?
Second, although your About page is about YOU, you can also use it as a place to make it about THEM. Prospects only care how you can solve their problems. When you think about your ideal client, what problem do you solve? What do people get as a result of working with you? What benefits do you provide or what motivators do you offer? (More time, more money, less stress, etc.) This is what you want to speak to, and your About page is the perfect place to do it.
Third, use it as a platform to educate your prospects and answer their objections. A great way to do this is by setting up your page in an “interview” style. Interview “yourself” and answer the questions in paragraph form. A few examples of questions:
–How long have you been doing what you do and how did you get to be a Relationship Marketing Mentor?
–What types of clients do you work with?
–How fast can I expect results?
An added bonus of addressing objections and questions this way? You’re also leveraging your time by pre-qualifying prospects before you even get on the phone with them. This way, you’re screening out those who are non-ideal, while at the same time pulling in only those you really want to work with. (And since your website never “sleeps,” you’re able to do this literally 24/7!)
Finally, to make your About page even more powerful, consider breaking up the text with a testimonial or two, adding video of yourself, or placing an opt-in form to build your list on this page as well.
Armed with these tips, there’s now no excuse for just using your page to share a bland biography or rehashed resume. Even implementing just one of these keys will put you well on your way to having an About page that gets results.