Do you know how often your about page is viewed?
Usually it’s the most viewed page after your home page.
Does your about page turn web visitors into leads? And customers?
Let’s have a look at six simple ways to improve your about page so you can win more customers and make more money.
Sounds good?
6 ways to improve your about page
1. Get a professional photo
What impression do you want to give potential customers?
You need a photo that makes you look competent and approachable: a picture of you with a welcoming smile.
Don’t chase customers away with a stern-looking picture or an overly relaxed holiday shot.
2. Link to active social media profiles
How often have you clicked on someone’s link to Twitter or Google+, just to find that a profile hasn’t been updated for months or even for a whole year? And how stupid does that look?
Be smart. Don’t include stale links that show you’re not very social. Instead, welcome potential customers with active social media profiles only – don’t worry if you’re only active in one or two social media channels. Showing your passion and professionalism is more important than being everywhere.
3. Show who you are
When we have to write about ourselves in the third person, it’s easy to create text that sounds corporate, stilted, or even robotic.
Try switching to I and me. And let your personality shine through. People want to engage with you because of who you are.
4. Don’t blabber on about yourself
You should show your personality, but that doesn’t mean you should talk only about yourself. Potential customers want to know what you can do for them. Which problems do you solve? How do you make them happier, healthier, or more productive?
Focus on what’s in it for the customer. Always.
5. Make your copy engaging and readable
Imagine you’re holding a conversation with a real customer. What would you say? Which words would you use?
Don’t use gobbledygook, because it makes you sound like a boring corporation. Use everyday expressions and words only you can use; and keep your copy brief.
6. Have a persuasive call-to-action
What would you like a web visitor to do on your about page?
Consider the following options:
- Sign up for your e-newsletter. A regular newsletter allows you to build trust and authority. You can develop a relationship with potential customers who are not yet ready to buy.
Give web visitors a valid reason to sign up for your e-newsletter. Nobody signs up for updates. That’s too vague. Stress what subscribers will learn and how your email tips can make their life better.
- Get in touch. Many people don’t like filling in forms, so publish your email address, too. It’s more personal than a form – especially if you use your name rather than a corporate “info” email address. To prevent spam, replace the @-sign by [at] like this: Henneke [at] EnchantingMarketing.com.
- Connect via social media. Even if you’re a social media expert, you shouldn’t make connecting via social media your top priority. Instead, encourage web visitors to sign up to your e-newsletter. An email remains in an inbox until someone deletes it, while a social media update gets quickly drowned in a sea of other updates.
How to win customers with your about page
Treat your about page as a sales page.
You’re selling your product or service.
You’re selling who you are and what you can do for a customer.
Show your passion, because your enthusiasm in contagious. And make sure you encourage web visitors to get in touch!
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Would you like to get more tips on writing your own web copy? Henneke’s book How to Write Seductive Web Copy. An Easy Guide to Picking Up More Customers is out today. Download your free copy now at Amazon.
(Your free download is only available until July 1, 2013.)
Image © Punkle | Dreamstime.com
