At some point during business startup, you’ll need to create an ‘About Page’ on your website.
Many new business owners make the mistake of writing a lifeless, corporate about page that is full of credentials and blah blah blah. To make an about page that converts, you need some specific components that are not only personal but also reveal specific information about you that will connect with your potential clients. Here’s how to write an about page that will truly convert.
Your About Page Should Start With Your Story
The first component of an About Page that converts on your website is your personal story. Whether you call it your history/herstory, background or the long and winding road that led to where you are now, your story is what will connect and stick with potential clients. They will see themselves in your story, so it’s important that you make it as personal as you can. Your story should touch on the purpose of your business, your big ‘why’, the reason you went into business and also showcase the drive and commitment you had to get you where you are today. If you follow this magic formula, you’ll have an about page that really connects and converts!
Follow These Five Steps
Here the Top 5 Steps on how to create a great About Page that converts for your website.
Claim your pivot point: the defining moment in your life…
People go into business for countless reasons. When you interview most small business owners (and especially entrepreneurs), you’ll often find a nugget in their background that became the seed of their first business. What is your pivot point in your business (or life)? If you don’t know right off the top of your head, take some time to clear your mind and think back to the beginning… even before you had a business. When you center in on your pivotal moment, you’ll tap into the fuel behind your business, program or solution. See if you can connect your actual experience to a time when you had to make a decision to pivot. Try to remember the event that led to your insight when you discovered that you couldn’t keep going on the same path you had been. This moment caused you to see things differently and decide to make a shift in life as you knew it then. I call this your pivot point. Determining your pivot point is the first step to creating a compelling personal story on your About Page.
Disclose how you were feeling back then…
The pivot point was likely a low, tragic or very difficult time in your past… but led to a critical decision point for you. Strong feelings and emotions are characteristic of pivot points. Try to reflect back to that time and zero in on what you were feeling at that time. Likely, those feelings were uncomfortable. It’s okay if they were – in fact, it’s better because they were the drivers that helped catalyze and sustain the changes you had to make to launch a business in the first place. Get crystal clear on those feelings and write them down.
Define the steps you took to change your situation…
The next thing you need to do to create a great About Page is to articulate the steps you took to pull yourself out of that event. What exact steps did you follow to get you through? When you’re brainstorming this process, take your time and articulate each step. Eventually, you can distil those steps down to the most critical parts if you need to. Understanding and articulating the steps you had to take to rescue yourself will help you demonstrate what is necessary for those who will work with you.
Homogenize and attract those you now see in the same situation…
Because you rescued yourself and learned from the pivot point and survived, you can help others too. When you overcome something big, you want to shout it from the mountaintops! So, who are the others you see in the place you were before? What is significant about them? How are they the same as you? How may the differ? What pain are they experience that you can help them to overcome?
Articulate the very next step…
Having laid out your personal pivot point story on your About Page, you’ll need to be sure you articulate a clean, crisp call to action. This call to action should be the very next step you want people to take to get closer to working with you. Perhaps you’ll want them to call you or sign up for a free offer. Maybe you’ll invite them to email you.
Whatever your call to action, make is super easy for people to take that next step with you right there on your About Page. Creating an About Page the converts includes all of these components: your personal story, your pivot point and associated feelings then and the others you see in the very same situation today that you can help with your services, and a clear call to action that is simple and easy to execute. When you create an About Page using this framework, people will be lining up to work with you!
Would you like to learn more about nailing your marketing message and your website copy? I can help. I coach somewhat successful entrepreneurs in the late startup phases of business to capture their voice, amplify their content, and transform their business from start-up to thriving! Having a business and a life that works is possible as long as you create sanity structures that support the lifestyle you’d like to live. Struggling? Stop pulling your hair out and doing it all on your own. Click to book a complimentary Discovery Call today and let’s explore what your needs are and how I might be able to help!