Do you want to know the secret to transform your About page into a sales magnet, taking it from bland to brilliant? In this blog post, I will share with you a simple formula that will help you do just that so you can stand out from the competition and get more customers and clients.
But firstly, why do we need an About page anyway?
This is where your customers will go to form a connection with you and learn more about the story behind your brand. However, many businesses make the mistake of writing a lengthy biography in the hope that most people will enjoy the read. But the difficult truth is that they are unlikely to ever read it.
Don’t be fooled by the title “About Us” Although this page tells the story behind your brand, it is not about you, it’s all about your customers! The aim of the About page is to establish a connection and trigger the emotions of your dream audience. It is important to tell your story from an angle that benefits them, not to show off all your achievements and qualifications, unless it directly benefits them. When your potential customers feel aligned with your mission and see themselves and their own success through your story, they will become loyal to your brand.
For personal brands, this can be easier to accomplish than for an organisation. For organisations, the aim of an About page is to humanise your business. This will help you stand out from the competition and establish your business as an authority in your industry.
Are you ready to inspire and connect to your dream audience? Below is a simple formula you can use to write an About page that gets more customers and clients.
- Headline
Here is where you will grab the attention of your audience. You can use an elevator pitch to do so. This states what you do, whom you serve and what you help your prospect achieve or the benefits.
- Mission
Explain what you do, what makes you different and why your audience should choose you.
- Story
Explain your journey but remember to relate it back to your audience.
- Your process/method
This is optional. If you have a unique approach or you feel your audience needs more explanation about your process, then you can tell them here.
- Authority
Here is your opportunity to establish authority and increase credibility with your audience. Showcase where you have been featured or if you have worked with known people in your industry.
- Team
If you are an organisation this is an opportunity to humanise your brand. Introduce your team with pictures or part of your team.
- CTA
Do not leave your audience hanging at the end! Direct them to the next step by giving them a clear call to action. It can be to book a call, a featured product, or show them how you can help with a list of products or services.
Conclusion
The About page is the second most read page on your website. It is where customers go find a way to connect with you and trust you. It is your opportunity to inspire your audience and relate them to your brand mission. Remember not to make the common mistake of writing a lengthy biography as you will fail to achieve the purpose of your About page, which is to establish an emotional connection between your business and your dream audience.
Customers often like to read the back story of how a business started, particularly if they want to support small businesses. It will help them form an alliance with your brand. Keep one key principle in mind, the About page is not about you, it is all about your customers. By following this simple formula your customers will be able to see themselves in your story and it will inspire them to act, helping you to achieve the goal of your About page.
Your website is the central hub for your business, every page must be carefully designed with your ideal customers in mind. If you would like help in designing the perfect website for your dream audience, click here and let’s talk.