Why your business needs a great ‘About’ page

Your ‘About’ page is a key selling tool. Don’t underestimate how powerful it can be.

 

Why your business needs a great ‘About’ page.

If you’re not sure why your business needs a great ‘About’ page, ask yourself this, ‘What do your clients feel when they read yours?’

Are they struggling to stay awake, or are they smiling, nodding and leaning in to find out more?

Most ‘About’ pages I read are closer to ‘Here’s my boring CV’ than ‘Hire the wonderful me’, so my guess is that they’re not jumping with joy when they read yours. There’s no shame if that’s where you’re at – read on to see how to fix it.

Why does it matter what your ‘About’ page says?

Your  ‘About’ page matters because unless you’re a major brand or have the one thing everyone wants to buy, people will only buy from you if they feel they know, like and trust you.
But great ‘About’ pages do more than that.

According to this article by business.com, compelling ‘About’ pages can help generate leads, boost website traffic, and present your small business as the best possible option to clients.
And which small business owners doesn’t want that?

How do I improve my ‘About’ page?

Your ‘About’ page needs to help clients get a glimpse of the real you, show a little about what your values are and give them reasons to buy from you over everyone else in your category. In short, it’s a way to help them know, like and trust you.

So,

  • If your clients get to your ‘About’ page and there’s nothing about you as a human being, you’re missing a terrific opportunity for them to get to know you.
  • If there’s nothing about why you do what you do, what makes you tick or what makes you different, you’re telling them you can’t be bothered making a connection with them.
  • And if they feel stupid because of all the jargon your ‘About’ page contains, they’re going to choose a competitor they feel they can trust to ‘speak their language’.

A simple test

So, what do you do about it? Do this simple test.

  • Imagine you’re a potential customer and read your ‘About’ page on your phone.
  • Do you want to engage with this business?
  • Do you think it’s run by someone you could work with?

If the answer is no, then you’ve got a rewriting project on your hands.

A case study

A great ‘About’ page can enhance customer engagement, but don’t take my word for it. Check out this case study where you can see both the ‘Before’ and ‘After’ of an allied health professional’s ‘About’ page.

The change will knock your socks off!

But don’t despair. All you need to do is add a little of the ‘real’ you into your ‘About’ page. Give it a go and let me know your results.

Want to try some DIY copywriting?

Enrol in my FREE online Mini Course: Write. Engage. Convert.