If you had to guess, without looking at any analytics or numbers, what would you say is the most popular page on your entire website?
Is it your home page? A landing page? A product page? Your blog?
Statistically speaking, it’s actually your about page!
Surprised? Think for a second about what you do when you discover a new website or brand you love. You probably read a blog post or look at a product, click over to the home page to see what it’s got to say — and then click the about page to learn more about the brand.
So what are you doing to maximize this opportunity?
If you are like most people, the answer is NOTHING.
Most business owners have no clue what to put on this page. So they put up some lame, lackluster paragraph full of information that no one really cares about including where they went to school and what their dogs’ names are, paired with an outdated headshot from 10 years ago.
Pretty much the exact opposite of what you want your ideal clients and customers to see.
People get very nervous about writing their about page, because most people don’t like to talk about themselves. But I’m going to show you how to easily overcome that in this article and with my free, downloadable About Page Worksheet. Click here to download it and then come back to finish reading!
The secret to maximizing one of the most popular pages on your site.
There is actually a very simple, PROVEN template that you can use to figure out what to put on your about page.
One of the most common mistakes that business owners make is assuming that people come to this page to learn more about them.
The truth is that when someone comes to your about page, what they are really trying to figure out is what YOU can do for THEM.
They are looking for information and searching for clues to figure out if you (or your business) are the answer.
They might be looking to see if you are the right person to sell them their next house, the best candidate to help them get more clients, or the right place to purchase a wedding gift for their daughter.
So it’s crucial that you demonstrate WHY they should want to buy from YOU.
The 3-steps to a perfect about page
There are actually three sections to a perfect about page that turns casual readers into subscribers and customers:
1. Explain who you are in relation to your customer.
Most people make the mistake of thinking that their about page is all about you — when really, it’s about your customer.
So you want to start off right from the beginning telling the reader who you are, but more importantly, who you help. Try this formula:
“My name is [YOUR NAME] and I’m a [YOUR TITLE]. I help [YOUR IDEAL CLIENT] to [SOLVE THEIR PROBLEM] by [YOUR UNIQUE SOLUTION].”
The benefit of this is that a reader can immediately see herself. If you say, “I work with busy moms,” or “I help stressed-out executives,” those people will immediately recognize themselves.
Then, they see that you are addressing their exact concerns. If you say, “I help busy moms lose weight fast,” or “I help brides capture their perfect day,” they will understand immediately whether or not you can solve their problem.
You don’t have to use this exact wording, but you want to make sure you include all these parts.
Then, go on to give a one or two sentence description of why you’re qualified for this job — and why they should buy for you.
Remember to put it in terms of what your customers care about. Very rarely will someone care much that you have an advanced degree or 15 certifications, but they will care if you’ve helped over a thousand people solve the same problem they have.
A good rule of thumb is to use the word “you” two times as much as the word “I”. This will help you keep the right amount of focus on your audience.
Check out how masterfully Amy Porterfield shifts the conversation from her to her customers:
Check out her statement that explains what she does: “I create dead-simple educational tools that will get you more traffic, more leads and more sales — for less stress and zero drama.”
Can you tell who she works with and what she does? Because I sure can!
Include an opt-in opportunity.
If your about page is one of the most visited places on your website, that means it is also the PERFECT place to showcase your lead magnet or free gift for subscribing to your mailing list.
Anyone who takes the time to visit your about page is highly interested and engaged, and they are trying to decide whether or not they want to buy from you.
An enticing opt-in offer is the perfect next step to encourage visitors to take on the journey from prospect to paying client or customer.
“It’s not uncommon to see opt-in rates on About Pages around 5%” (Web Marketing Today).
The normal opt-in rate for an about page is between 1 and 2%, so one could argue that this is the best place to include an opt-in offer on your site!
Make sure the language you use again focuses on why they should want to subscribe and listen to you.
Derek Halpern of Social Triggers does a great job of this by listing out some of the exact questions his perfect customers ask. Someone reading who has those same questions will self-select and realize they definitely want to hear what he has to say.
Tell your story
Last but not least, you do want to tell them a little about you and why you do what you do.
At the end of the day, people buy from people and so you can be the most powerful marketing asset to your entire business (if you know how to work it).
We’ve all heard it a million times but people really do by from those they know, like and trust.
We also want to be a part of something bigger than ourselves, so if you company has a compelling “why”, by all means share it here!
Nikki Elledge Brown makes giving back a big part of her business model, and so she mentions building schools and wells in the developing world right in her personal story.
Notice that she also builds her credibility by mentioning how many people she has already helped with her business.
This is your chance to form a connection and get people interested in signing up to learn more about you. In fact, it’s not a bad idea to include another opportunity to opt-in to your email list at the very bottom of your page. Because if people have read that far, they’re probably looking to take the relationship to the next level!
So how does your about page stack up to this formula? Are you missing any of the pieces? If so, take a moment now to schedule time to revamp your about page with these tips, and don’t forget to download my free About Page Worksheet to take with you. It has all these secrets (and more tips and tidbits) to help you craft the most compelling about page possible.