Did you know the about page is the second most visited page after your homepage?

Especially in these unprecedented times, your clients want to make a connection with you. They want to know that it is a real person on the other side of the screen. They want to know that there is a real person who will help and understand them.

A well-planned out and authentic about page will help you build that connection with your audience and ultimately lead them to trust you and choose you to do business with.

The about page provides a strategic place to convey your brand and initiate your customer’s journey. You’d think it should be pretty simple right? Just pop some facts about you in there and boom…but nay! The about page is not quite about you – it should be about your audience. They need to see themselves in your and your business so let’s talk about how we can achieve that.

Let’s start from the beginning. Here’s what a perfect about page needs:

• An attention-grabbing introduction
• Covering about your ideal client
• CTA
• Touch on the transformation
• Creating connection over similarities
• A way to interact – a CTA

Let’s dive in a little deeper…

Attention Grabbing Intro

You want to pick one of the main reasons your audience will seek you out. What is a major problem you can solve for them? Then highlight that in a statement that will make the reader think “Oh yea! Me too!” or “That’s me!”

You want your audience to find themselves in your about page. Make that connection early on and you’ll be that much closer to making the sale. You’ll probably want to include an image of you that is clear, high-resolution and on-brand to keep with your message.

You may be happy to know that the days of stuffy boring headshots are over! Pick a fun image that showcases your personality and business.

Talk to your ideal client

So, when you introduce yourself, you don’t want to make it about you – you need to make it about your client. Huh?

I know your first thought is to say “I have x amount of experience,” “I graduated from-,” “I am.” But, honestly, your audience does not care about that quite yet. They want to know WHY they should pick you to solve their problem.

You want to introduce yourself, and position yourself as the guide who will help your client get from where they are to where they want to be. You want to make it clear how you will help them achieve the outcome that they desire.

You want to speak to their needs and then reassure them that you will solve their problem.

CTA (Call to Action)

You should be conscious to include links in this page that will lead your audience to further engage with you and your content. You can offer a freebie, you can offer a service, you can show them the best way to work with you if they have X problem – be sure to remind them that they are there for a reason and you are ready to help them.

This CTA does not need to be in your face – but it is a gentle reminder that you are there to help.

Touch on the Transformation

This is perhaps the most important section. You need to paint a picture for your audience on how you will take them out of the problem they are facing now, and show them that they will reach the higher level of themselves that they wish to achieve by working with you.

You want to describe how you will bridge the gap from point A to point B. Try to get specific and make your clients feel understood.

Create a Connection

This section and the previous can be combined. You can create a connection with your audience by being authentic and by being yourself. Something you need to wrap your head around is that you are not going to please anyone. You will not be for everyone and that is ok.

Your ideal clients will connect with you. Your personality, your brand values, the way you do business will be what draws a client in. So, it is time to come to terms that you need to be yourself and be ok with not being for everyone. Create a connection with your tribe.

Anyway, you don’t ever want to convince someone to have to work with you. You can let your brand and personality do the speaking.

Final CTA (Call to Action)

Here you’ll want to highlight one call to action. Offer your audience a way to connect with you. Use links strategically to move your audience along the customer journey to ultimately work with you.

Now that I’ve helped you demystify the about page – get out there and write your killer one. If you haven’t checked out my Guide to the Perfect Homepage, you need to hop on over there and get your dream website set up and working for you.