Secret Weapons of Website Design – The About Page

Hail the Power of the ‘About Page’

Did you know the ‘About Us’ page is the second most viewed page on a website?  Test this against your own behavior.  When a Home page catches your interest, what’s your first question?  If you’re like most people, it’s “Who are these guys anyway?”  Enter the awesome About page.

Don’t Lose Your ‘About Page’ Opportunity

Too many people write their ‘About’ page as a formal resume–dry, dull, b-o-r-i-n-g facts about all their accomplishments! (Yawn) And, wanting to impress the reader, they don’t keep it short either.  (Big Yawn!)  Sure people want to know about your experience and expertise but what they really want is to know who you are and what you can DO for THEM.

More than ever in our Facebook/social media age, business success is all about connection and relationship.  Gone are the days of standing above your clients, knowing everything and showing no weaknesses.  Customers want someone who ‘gets’ them and is a real human.   The About page is like introducing yourself at a cocktail party or networking event.  Reveal a little of yourself, make a connection with people, and tell them what you do and why you are excited about it.

5 Tips for Writing Your Awesome ‘About Page’

1.  It’s about you but not really. Think of your prospect when writing your website’s About page.  What are their problems, needs and wants and how can you connect with them emotionally?

2.  Be yourself and write conversationally.  If you’re funny, be funny.  Most importantly, be real and honest.

3.  Tell your story but keep it short and use subtitles. Your story is a powerful connector.  People are naturally wired to be interested in a great story.  Show how your experience has prepared you to help prospects solve their biggest problems.

4.  Make the next step clear. Always have a planned next action for your visitor.  What do you want them to do next?  If it’s visit your Services page, put in a call to action such as “Find out more about our services”.  Make sure this stands out with slightly larger font or a contrasting color.  Be sure to include a  hyperlink  or ”click through’.  Make it easy for them and they will be more likely to do it.

5.  Do show your credentials. Expertise is important but only once you’ve made a connection with your prospect.  If they like and trust you, most people do want to know about your credentials before they buy.  An effective way to do this is  list your credential at the bottom of the page with a subheading title “Experience and Credentials”.  This gives the reader an opportunity to review it, if they want.  To be honest, most people are more impressed with their own credentials that their customers are.

Get With the Times, Man!

The About page is truly an unsung and often untapped hero on the website.  If you can make the leap from yesterday’s dry, dull factual resume mode to today’s vibrant, emotional, connection mode you will harness the most powerful of the website secret weapons.

Next up in the Website Secret Weapons Series- Site Intergration also known as “Where the hell am I and how do I get back to the Home page”

As always, I welcome your questions and comments.  Leave one below.

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