How much time did you spend on creating the About page on your website?
And when was the last time you even looked at your website’s About page?
If, like many small business owners, you laboured over your home and services pages but threw only a ‘half-decent’ About page together, you’re missing out on a huge marketing opportunity.
After the homepage, the About page is often the most visited static page of a business website.
Because people who are thinking about doing business with you, want to know you. Not just your skills and experience, although of course that’s crucial too, but they want an insight into you as a person or company to find out if you may be a good match for them.
All this before they’ll get in touch.
Remember, time is a precious commodity. No-one likes to waste it. Particularly business owners who may well know they need support, but don’t have the time to spend searching for it.
So they’ll do a quick search for VA’s. Find a few sites they like the look of. Take a quick gander at your homepage, then head over to the About page to find out whether they should bother taking it any further.
If you don’t have one … .oops.
Read on to find out what it should encompass, then get cracking with it. Now!
If you do, but you didn’t spend too much time over it, perhaps it’s worth reviewing. It may be perfect. But equally, it may need a little TLC.
So what determines an effective About page?
Well there are key elements, such as:
A strong headline
Page headlines are one of the ways search engine bots establish what a website is about, so it wouldn’t make any sense to ignore its power.
Don’t just write ‘About Me’.
Instead, use it to grab attention. Pique interest. Give a summation. Whatever you want that’ll help sell you, just don’t overlook it.
Attention grabbing and well-directed copy
Don’t make the mistake that this page is all about you. It’s not.
As with your entire website, it’s all about your target client. Ensure that you grab their attention and direct the words you write to them.
Who are your ideal clients and what would make them more interested in you?
Get those words up near the top of your About page to ensure they read through to the end.
Yes, yes, yes, tell your readers about your professional background, skills and why you’re brilliant, but do it with some personality rather than sounding like a corporate robot.
Even if you’re targeting big corporates, it doesn’t mean you have to sound all dry and boring (not that I’m saying that big corporates are dry and boring you understand!).
Be you. Be conversational. Be friendly. Be human.
Share your story as if you were talking to them face-to-face.
Whoever is reading your About page is far more likely to feel a connection if you’re you, rather than a corporate script you think they want to hear.
If you’ve got testimonials or any PR around you or your business, include it on your About page.
When you’re a VA offering business support online, a testimonial or publication feature will be a powerful persuader to someone who doesn’t know you.
‘Social proof’ has been well documented in how effective it is in the decision-making process. Overlook it at your peril.
A clear action point
Never leave any page of your website without giving the reader a clear action. The About page is no exception.
Whether you want them to schedule an introductory call, sign up to your newsletter, download your ebook, or hire you now, tell them to do it.
You may think it’s obvious, but it’s not. They may want to mull it over a bit. But in doing so, may never stumble upon your website again. By jumping in and telling them what you want them to do before they leave, you may get your desired action.
So there you have it. Would you add any other must-have points, or do you do anything differently that’s received positive feedback?