There’s all those industry websites, and then there’s you.
You’re different. I know that. You know that. But your readers don’t know that unless you tell them.
Your About page. When your readers want their questions about you and your business answered, that’s where they’ll go. They want to do more than just scratch the surface. They want to know what distinguishes you and your company from the next result in their search.
It’s up to you to indulge them.
Write A Killer About Page
Here’s a list of questions that your about page copy should address:
- Who are you?
- What do you do different/better than your competition?
- How did you get started within your industry?
- What is your approach to your industry and your business?
- What are your qualifications?
Your home page sparks interest. Your about page satisfies it.
People Want To Know What It’s Like Doing Business With You
They want to feel comfortable. They want risk minimized. Your About page can help put potential customers at ease. This is where people turn when they just want to know.
Try telling your story.
For a restaurant, what’s it like in your kitchen? What kind of ingredients do you use? What makes a dining experience with you so charming and irresistible? You better have answers, because people are addicted to stories, not data, spreadsheets, or keywords. So tell them your story.
Make it charming. Once a reader has landed on your website it’s up to you to keep him there. That’s difficult to do, if your About page is a pile of sloppy keywords.
Your About page is the opportunity to connect. It’s the opportunity to build trust. It’s the opportunity to stand out, and shine in a crowded field. It should be the page that you consider linking to on a regular basis, when someone asks about your business.
Your Readers Are Seeking Information
They want to know everything they can find out about your industry. Why do they need your services? What’s the value? Your About page is the best way to show your readers what you know, and how you deliver value.
Don’t just tell people and walk away.
You have to create a call to action. If it’s the sale that you’re after, make it easy to find your contact info. If people are interested in your services, they don’t want to go on a scavenger hunt for your email or phone number.
If you’re trying to build your blog audience, invite them to sign up for your RSS feed.
Unless you service mind readers, people need to know what you want them to do. This is your golden opportunity to tell them.
I recently rewrote my About page copy and added the field to sign up for my Feedburner updates, and my email subscriptions jumped.
One last thing…
If you’re a solo entrepreneur, go ahead and put a picture of yourself up there. It’s a great way to establish trust and make your readers feel more at home.
If you were thinking about putting one of those silly stock photos of five people smiling in a high-tech business meeting, don’t. There are probably hundreds of other businesses (who do the same things you do) using the same picture.
They also create a false idea for your readers about who you are and what you do.
Just remember that the name of the game is differentiation. It’s up to you to convey your value.
Use your about page to set yourself apart.
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