Let’s Talk About About Pages.
It’s a common misconception that the about page on your website should be about you.
Yep, I said it.
“Kait, WTF, it’s literally called “About Me.”
Well, not many people actually care that you love traveling in Europe or that you’ve loved finance since you were a kid. In reality, the best about pages are client-focused. An about page is an opportunity to use your personal experiences, accolades, values, and passions to further promote the idea that you’re the person/company they should buy from, hire, or trust.
Of course I’m not just going to drop that whopper on you without offering a solution!! To make it easy on you, below is an outline of a kick-ass about page that converts
Start with a Client-Centric Introduction
Address the client's pain points, needs, and challenges. Show empathy and understanding, and remind them that you are here to solve a problem for them. You get it. You feel them. And you’ve chosen this path to help them.
Welcome to [Your Company Name], where your vision becomes our mission. We understand the hurdles of [industry/client pain point], the sleepless nights worrying about [specific problem], and the frustration that comes with [another pain point]. You're not alone. We're here – to guide you through the maze and turn your challenges into triumphs.
Next, a Compelling Narrative
Share your journey, but be sure to focus on things that highlight your expertise, reliability, skills, and passion. Maybe you “started from the bottom, now you’re here.” - use a story from your own life that can create connection and that demonstrates how you can help them get to where they want to be.
Our founder, [Your Name], began their journey much like you – with a dream and the relentless drive to make it a reality. From early days spent [anecdote demonstrating humble beginnings], [Your Name] has navigated the [industry-specific] landscape, accumulating a wealth of knowledge and skills. It's this journey that has shaped [Your Company Name] into a beacon for those seeking [specific solutions or outcomes]. We're not just in the business of [your service/product]; we're in the business of empowering dreams.
Share a Clear Value Proposition
Let the reader know your offer and why it's unique. Explain what you do in a way that addresses what they are looking for. How can you link an anecdote that demonstrates your skills to a clear client benefit?
At [Your Company Name], we offer more than just [product/service]. We deliver [unique selling proposition]. Our approach is tailored to [specific client need], ensuring that you receive [specific benefit]. Whether you're looking to [address a need] or [solve a problem], our [specific service] is designed to bring you measurable results. We're not just [your profession]; we're your partners in [client's goal].
Prove it!
Share a few testimonials, case studies, or press mentions to build credibility. Real-world examples of your experiences with other clients will create trust.
But hey, don't just take our word for it. Check out what [Client Name] had to say about our [service/product]: "[Testimonial highlighting a success story]." And when the folks over at [well-known publication] featured our work, they had this to say, "[press mention]." Each success story in our portfolio starts with someone just like you and ends with a proud moment we're thrilled to share.
Let’s take this outside.
End with a clear and compelling CTA that guides your visitors to the next step. Think: contacting you, signing up for a newsletter, or downloading a freebie, setting up a 10 minute call. Whatever it is, give the reader something to do at the end of the page. Otherwise, they’ll be clicking out of that window.
Feeling pumped to [desired action]? Let's dive in! Click [here] to [set up a 10-minute call/sign up for our newsletter/download our free guide]. Your journey toward [desired outcome] kicks off right now, and we're stoked to be right there with you every step of the way. Ready to take that first leap? Let's do this!
Remember, the goal of your 'About' page is not just to inform, but to connect and convert. Use your brand voice, your personal stories, and that personality we love so much to work together to tell a story that positions you as the ideal choice for your clients.
