Creating an About Page that Clicks

Welcome to the second post in my series about the key pages of your website!

If you missed the first post, I encourage you go back and read Is your website giving you strong results? Creating an Effective Homepage or Welcome Page.

Now, you may well be thinking that your homepage is the most important page on your site. That used to be the case, but not any more.

Or you might think your Services page is the most important, but unless your business is truly one-of-a-kind, there are lots of others who offer the same or similar services. What distinguishes your business most from your competitors is YOU.

Because it highlights the factors that make you unique, your About page could very well be the most important one. Take advantage of this space by including key details that will engage your target audience.

Share your story

People want to get to know you before they’ll even consider doing business with you. So, instead of hiding behind your business, get out there and share your story on your About page!

If you’re a solo professional or run a small business, forming a personal connection with your target market is gold. Prospective clients will usually be more comfortable contacting you if they have a sense of who you are as a person, especially if you’ll be going to their homes or places of business. If you’re concerned that focusing on you rather than your company will make your business look small, consider describing yourself as the Owner, Founder, or CEO.

I’m not saying you should share everything with the world. There are lots of things that you want to keep private, and rightfully so. In most cases, your clients and prospects don’t need or even want to know the nitty gritty details of your childhood, your marriage, or other personal information.

However, explaining the turning points that led to where you are today will go a long way to letting potential clients get to know, like, and trust you. Tell them about:

• Who you work with, and why you chose that particular market
• The experiences that drove your decision to start your business
• Your successes, which demonstrate why you’re great at what you do
• Your failures, which illustrate why you’re the best fit for your ideal client
• Your goals, dreams and future plans

Your story might go something like this:

A turning point in my life was …

These are the steps I took to change my situation …

I discovered that others were having similar experiences …

So now I …

Even if you’re part of a large corporation and not directly involved with clients, your About page should demonstrate the company’s values, not just dry details such as when it was founded, mergers and acquisitions, and the like.

Use great photos

There are quite a few options when it comes to the photos on your About page. Depending on the structure of your business, you might include:

• Formal headshots or portraits of yourself
• Headshots of other team members
• Photos of you and your team on the job
• A group shot of your team

1. Whatever you do, don’t use stock photos on your About page.

Be you, be real, be honest.

Once I met a woman I knew only through email and her website. I was thrown off to discover that she didn’t have long straight brown hair, but short curly blonde hair. It didn’t matter what she looked like, but I had assumed that the person portrayed on her website was actually her. Yes, I know what they say about assuming, but you get my point.

2. To be taken seriously, consider investing in professional photography.

Before you book a photographer, start thinking about the image you want to present.

• Will you dress up or down?
• Will you do your own hair and makeup or hire a stylist?
• What’s most comfortable for you?

A good photographer will allow you to change outfits during the shoot, so you can choose several images without it being obvious they were all taken at the same time.

3. Don’t make the mistake of trying to look professional and corporate if that’s not really who you are.

Just be yourself, and the right people will automatically be attracted to you.

4. If professional photography just isn’t in the budget, make sure you choose good quality images that represent you and your business well.

Don’t use photos that are out of focus or too dark to clearly see the subject.

And if you’re cropping your headshot out of a larger picture, be careful you don’t cut off too much (a head with no neck is rather unsettling) or too little (nobody needs to see your husband’s left shoulder).

Focus on your reader

Although your About page is seemingly about you, when it comes down to it, it’s really about your target audience.

Everything you include on the page should help them get to know, like, and trust you, and to understand why you’re the one who can provide the solutions they need.

Do a good job with your About page, and they’ll fall in love with you before you’ve even had your first conversation.

Next Steps

1. Learn more by studying these additional resources:

• My About page
• The 5 Essential Keys to a Tantalizing ‘About’ Page – Pamela Wilson

2. Study your own About page and make sure you’ve included these three important elements:

• Your story – what makes your business different than all the rest
• Great photos, to engage visitors and form a personal connection
• Focus on your potential clients and why they will want to do business with you

3. Schedule a telephone call or Zoom session for expert help with your About page — I’ve cut the prices in half until April 30th.

Illustration by grivina  DepositPhotos