Discover the one reason your website is feeling like Kansas during the tornado in the Wizard of Oz.
When it comes to your website, after the home page, one of the most important pages is your About page. Yes, it’s popular, but it is also where your visitor decides whether or not they want to take the time to get to know you and what you’re about. Basically, they are asking two questions. “Who are you and why should I care?”
When helping my clients develop their brand, we talk about their website and the importance of having an engaging and informative, “I wanna know more” about me page, so you want to make sure it’s fan-freakin‘-tastic!
I have read lots of about me pages, especially for coaches, speakers, and authors, and honey, let me tell you, we love to rattle off credentials, accomplishments, and wax poetic about how faaaabulous we are. While there is absolutely nothing wrong with tooting your own horn, make sure you bring some bass with that toot.
Be more interested than interesting
People don’t care how much you know or have until they know how much you care.
It’s a pretty simple principle that is often overlooked. How does this apply to your about me page? Even though it’s a page about you, it’s not really a page about you. It’s a page about telling your visitor why they should care about getting to know you.
Basically, it’s all about them. Who is “them?”Your ideal clientele. The people you serve. The people you should know better than anyone in your industry. But that’s a different blog post for a different day.
People are time crunched and solutions starved. They have a problem and have landed on your page because they think you just might have their solution. Make it easy on them. Give it to them straight. You only have about seven seconds anyway before they decide to keep reading or click away.
How: Tell them what you do, who you do it for and why. Be inspiring, not self-absorbed.
Tell them why you’re unique and different from everyone else in your industry
Why should your visitor keep reading?
Why should they bookmark your site?
Why should they spend an hour clicking around your site, reading your blog, and signing up for your email list?
What’s the fabulousness that you do that makes them wanna get to know you?
How: Brainstorm things about you and your brand that most likely no one else can claim. Include a few in your about me page copy
Guide them on where to go on your site
One thing I have learned about people, especially website visitors. You have to tell them what to do. If they are left to figure it out on their own, girl, they won’t. They will move on to the next in order to find what they are in search of.
The truth. A confused mind takes no action. You can take that to the bank, jack, or maybe not.
New site visitors will not know where to go on your site, especially if they landed there through an outside traffic source (Facebook, Instagram, Pinterest, etc). Include a little guidance on your about page by offering recommendations. It could be directing them to a specific page, a specific blog post, your work with me page or a link to sign up for your "quick win" free offer.
Now it’s time to tell ’em whatcha workin’ with
If they are still reading, which is what you want them to do, then they want to know more. Give them, even more, reasons to stalk your site. You’ve told them what you do, who you do it for, and why you do it. You’ve given them some insight into why your brand exists and why they should care.
Now it’s time to tell them who you are. Tell them your story, dahlin’. This is where your visitor will feel more connected with you, which is what you want them to feel. Give them a glimpse into how you started doing what you do and your journey. Let them know that you understand where they are and that you’ve been there, too. You don’t have to get into all the juicy details, but make it juicy enough for them to want to stay connected.
Let ’em see your good side
Have you ever taken a selfie and said, this one doesn’t show my good side. I sure have, and showing a good pic of you is exactly what you should do. Your visitor wants to make eye contact. They want to see who is talking to them.
Say this with me, “No pic, no click.” Say it again. “No pic, no click.”
Okay, chica, we are just about done. Here's one more tip for creating an engaging about page for your website.
Keep the party going
Here is where you want to tell them how to stay connected with you. My philosophy is to keep your community as connected to your real estate as possible. Don’t have them sashaying off your site onto social media until you have given them a few opportunities to exchange their email for your high-value freebie.
Give them one specific action. Just like the one below.
Once they join your email list, you can continue to offer high-value content to help them learn more and go deeper into your business "eco system."