We are all looking for connection, so it’s hardly surprising that your website about page is often the second most visited page on your website. Here’s how to create the perfect about page, and help it convert more clients to your tribe.
We do business with people. Even with big corporations we want to see behind the scenes and get to know them, what they stand for and whether they’re people we want to do business with. Our website About Page is one of the top four pages that are on our website (alongside our Home page, Contact page and Blog page), and one that visitors to our site expect to see up there on the top tab.
Are you with me when I say many of my clients feel shy about creating their About Pages? After all, we have to talk ourselves up, and this is when impostor syndrome comes in.
So we often fall back on making some classic About Page mistakes.
Your About page is the perfect place for you to be a human (not just a business) and allow our tribe to get to know their guide.
So, stop thinking of your about page as ‘about you’ and instead think of it as a page ‘about’ how you can help transform your tribe.
We’re all after connections. And our about page gives us a great opportunity to connect with our tribe. When they’re handing over their health, wellness and money they want to know who they’re trusting.
Your About Page is a blend of showing your empathy with your tribe and establishing your authority
How are you going to show that you have the insight, expertise and trustworthiness to help them? You’re going to demonstrate sympathy, empathy and compassion
Your about page is a great opportunity to connect with your tribe using all these elements.
Here’s an example of an About Page that really connects
I really REALLY love Michael Hyatt’s about page. It connects on so many different levels. I’m pretty sure his copywriter is a StoryBrand Certified Guide!
Check out this video tear-down of his About Page and see why I think it’s so amazing.
Creating the perfect About Page
Converting sales from your About Page
Extra conversion bonus ball
Have a video on your About Page (show and tell) of you talking your story or showing how you use your products or services.
SEO benefits of your About Page
In the blog ‘A quick guide to SEO in 2020’ I shared about how Google has been putting more important on E-A-T. [LINK]
Expertise, Authoritativeness (oh, come on can’t we just say ‘Authority’?!) and Trustworthiness.
Which is the slightly more technical version of:
Know, Trust, Like (which is what our tribe takes notice of).
What it means to your website (and you) is that Google is looking at
Your website About Page is a great way to increase your E-A-T.
Time to get your About Page working
Whether you're putting together your first website or updating your current site, it's the words that help you connect with your tribe. And since you've got mere seconds to connect, having the right words is critical!
Many of my clients want their website to attract more clients but they need (or want) to write their website themselves. As business owners our main worry is that we don't have the right words on our website to convert visitors to customers.
Write your Website guides you, step-by-step, click-by-click, through every page of your website AND all the things you didn't know you needed to think about when writing the words for your website.
Hi, I'm Katrina
I'm the brains and creativity behind Words for Wellness, copy writing and marketing services for health and wellness businesses.