8 Secrets to an About Page that Converts Like Magic
If you are overlooking the importance of your “About” page on your website, you are missing a huge opportunity.
In a study conducted by KoMarketing, 52% of respondents said the first thing they want to see when they land on a website is a company’s ‘About Us’ page.
And why do so many people care about the “About” page? In a saturated market full of all kinds of wellness services, your About page is a key piece of the puzzle factor in creating a real connection with your visitors.
A strategic and heartfelt About page can help customers get to know you and feel at home.
I’m sharing my insights about what and about page is and isn’t, along with 5 tips for crafting an effective and heartfelt about page that converts.
Let’s dig in.
What your About page IS:
The second most visited page on your website. Visitors go to your about page to learn more about you, your business, and what you offer to determine if you’re services are right for them.
The perfect place to “introduce” yourself and start to build a connection with your visitors.
Where your website visitors learn what it will be like to work with you before they click “Book Now.”
What your About page is NOT:
Your resume or Curriculum Vitae - Visitors aren’t looking for a list of modalities and trainings you’ve done.
About you - this page contains the information a visitor needs to know that you and your services can meet their needs and desires. Your About page should answer you're visitors' question “What can they do for me?”
A place to be boring and stuffy! Stay professional but also show your relatable personality.
Even though your About page is sharing information about you and your business, the key thing to consider here is how to actually make this information about your ideal clients.
Make sure that the content that you do write about yourself is what your audience wants to hear, relates to your brand story or the transformation your audience wants to see, evokes emotion from your audience, and shows your ideal clients that you can really relate to them.
Here are 8 tips for crafting an effective and heartfelt about page that converts.
1. It’s not actually about you…no offense.
One of the main issues I see with an About page is that they focus too much talking about themselves, and not enough about the results they get for their clients.
Rather than making a “why I’m so amazing” list on your page, think about how your services can help your client, and how well you understand them. Think “Why,” not “I”. Let your audience know that you see them, and your passion is to serve them.
2. Be authentic and write like a person.
When your prospect arrives on your “About” page, she’s looking for someone who speaks to her, someone she can identify with. Think about the conversations you have with close friends - heartfelt, empathetic, personal, direct and vulnerable. This is the key to create connection through your about page. Write in terms they understand - leave the industry jargon and bring the heart.
3. Speak to your ideal client directly.
What is the best way to really understand them? Market research and interviews. Cringe! I know, I know, I used to feel that way too. But the truth is, by speaking to your ideal clients you get to really understand what they are looking for, as well as how they talk about what they want.
This information is solid gold for your business and helps you create copy and offers that truly resonate and attract the people you LOVE to work with. So, what’s not to love?
4. Tell your story.
By sharing your brand story you tap into the power of narrative, creating an emotional and authentic connection with your audience. You could do this from your own personal journey, a client success story, or how your business got started. This approach humanizes your business, making it more believable and trustworthy.
Brand storytelling transforms your About page from a mundane sales pitch to a personal journey that shows your audience you understand what they are going through. It allows them to understand what drives you and the passion that led you to address their pain points.
5. Outline Your Process or Unique Approach
What makes the work you do unique? What does your process look like?When crafting your unique approach or process, consider the experience you create for your clients. How do you deliver a desired result, or resolve a problem? Be sure to break it down into simple steps (3-6) that are easy to read and understand. This secret sauce is what makes your audience think, “yes, this is what I’ve been looking for.”
6. Use Imagery
Help prospects get to know you better and connect with you by including photos of yourself. Photos make people feel more comfortable about working with you. This could be a headshot, photos of you working, or casual photos of you doing things you love for relatability. Find a photographer who helps you feel confident and comfortable and set up a brand photo shoot. You can utilize these images for marketing collateral across other channels as well. I swear, it’s not as scary as it sounds.
7. Include Social Proof
It’s no secret that people are heavily influenced by actions and recommendations of others. They are also more likely to do something when they are presented with evidence that others have done it. Social proof helps you build your credibility. It helps your audience see that your offers work, so they can see it working for them. This can be in the form of testimonials (from clients of colleagues), reviews, trust badges, or statistics from your business. Social proof reinforces the positive impact of your work.
8. Include Call to Actions
Be sure to direct your audience to take the next step through clear call to actions on your About page. This is where the conversion magic really happens. This could be a section that outlines “How we can work together” with your services and buttons to take action or learn more, as well as buttons to other pages/content on your site (services page, blog, podcast, sales page, or course), or an email opt-in for a freebie.
The goal of your About page is to create a genuine connection, so infuse it with your personality and authenticity, and regularly update it to keep it reflective of your current offers and evolving journey. Include elements to help your audience get to know, like and trust you.
And remember, you are not the hero of the story, your client is 💫
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