Episode 10 - My 8 step formula to make your website's About Page pop!

(And why your about page matters)

Do you know that after your home page, generally speaking, your About Page is likely to be the most visited page on your website?

And it offers you more marketing muscle, more chance to deepen your connection with visitors to your website than any other piece of content.

Your about page is your chance to authentically connect with your potential customers, to tell your story, to help people understand why you do what you do and how you can help them – and yet, for so many it’s an after thought.

This week we’re talking about your About Page on your website – and why you need to review yours.  I’m going to share with you the exact 8 Step formula I share with my clients on how to position their about page for conversions, and what you can do to ensure yours is hitting the mark.

So today it’s all about you – let’s jump straight in!

So why does your About Page matter so much?

Think of it like this:

You’re at a business networking event, or you’re at a party.  When someone meets you what’s the first thing they do?  Introduce themselves and then they try to create a connection with you.

It’s exactly the same in real life as it is here. When someone arrives on your website they’re going to ask or be thinking about your background, your hobbies, your favourite food and so on…  and it’s only when you can form some kind of a meaningful conversation or CONNECTION with that person that they’re going to consider investing any kind of effort in maintaining a relationship with you.

When somebody visits your about page what they’re really trying to assess is whether they can trust you. They want to know whether they can rely on you for the particular information that they’ve come to visit your website for, and understand why you do what you doing. If you create an about page that is really meaningful and creates a very authentic and human connection with your visitors they are going to want to know more about you.

Here’s my 8 step formula to make sure your About Page is enticing.


#1/ It’s not all about you (even though it is)

Make sure that your About Page is all about your customer! Your customers are visiting your website because they are coming to you for help so you need to be able to prove that you understand what it is like to be facing into the problems that they have, and that you know how to solve those problems.

Now you can demonstrate that by showing them you’ve under faced into the same kinds of problems and overcome them or you might be able to demonstrate that by revealing a human element of yourself that makes people want to know you.

Just because your about page is about you doesn’t mean it has to be all about you – it actually should be about your customer. Don’t go writing big fanciful high level vision and mission statements that don’t actually give any kind of tangible outcomes or insight to your readers about what it is that you do and what you offer to them.

#2/ Tell a human story

You need to make a human connection and ensure you are using a human story to create a connection. Storytelling is so powerful when it comes to creating a connection in business it’s how people get to know who you are.

People don’t do business with brands they do business with humans. People choose brands because they connect with them on a human level so you need to ensure that your about page is clearly telling your brand story in a way that makes people want to know more about you.

Share a story about the humble beginnings of your business, or perhaps you can share insight into an adversity or a challenge that you faced into. What’s the real reason you decided to set your business up? What do you hope to offer the world?

Humanise your brand and give people context and meaning as to why they should choose you. Don’t miss this step – it’s so crucial!

#3/ Who, What, Where, When, Why and How

I’m amazed at how many About Pages miss the fundamentals; I’m talking about the five W’s and the How.

You need to ensure your About Page explains:

  • Who you are
  • What you do
  • Where you serve your customers or where you operate from
  • When you commenced your business
  • Why you do what you do and
  • How you serve people.

Once you’ve finished reading this, go over to your website and take a look.  Ask yourself: does my About page at a basic minimum answer these questions?  If it doesn’t – you need to fix this – stat!

#4/ Make it clear why you’re different

Every single business has a story to tell and no two businesses are created the same. You need to make it really clear why you are different to your competitors on your about page.  Explain why people should choose you based on what you’re offering to them.

#5/ Be Human

This is linked with my second point.  You need to build credibility and trust with your readers.  A lot of people think the only way to do that is to write a very professional sounding, dry, dull and boring biography.  Listen up: I promise you that’s not the answer! You need to connect with your audience, get rid of any obscure industry jargon and tired cliches’ in your bio, and replace it with an authentic voice that really clearly describes your product or service and explain why you do what you do and how you can help them.

#6/ Overcome Objections

What are some of the things that might be a barrier to a customer choosing you? One thing that I often see people forgetting to do is thinking about how they can ensure there about page answers any of those questions or potential objections that a visitor might have before they’ve even asked them.

For example:

Let’s say that you are selling a physical product for your business and you  know from your market research that having to pay for shipping is a common objection from your customers.

On your About Page you can advertise that you provide next day delivery service, free shipping or a flat fixed shipping price for example at a low cost – whatever the case is – you want to demonstrate you’re clearly responding to that potential objection upfront.

#7/ Make It Pop

I’m a big word nerd don’t get me wrong; the words you use on your About Page are extremely crucial – not only because people connect with them but also because ultimately they’re going to help you get ranked on Google and assist you with your Search Engine Optimisation. HOWEVER you mustn’t forget about the other aspects of your About Page visually.

How can you make yours pop? Can you put forward some break out points that build social proof of who you are? What about beautiful images? Infographics?

If you’ve got raving reviews from clients – add them to your About Page. If you’ve been featured in media or on podcasts – make sure these are featured too.

#8/ Don’t Forget The Call To Action!

Last but definitely not least, ensure you have a very clear call to action. The whole point of having your about page is to generate more leads to your business so you need to ensure that you have an impactful page that creates trust, authenticity and ultimately makes people want to take whatever action that you need them to.

Maybe you want them to pick up the phone to make a booking, or fill out your contact form? Sign up to your mailing list, click to shop – whatever the call to action is you need to ensure they take it – so make sure to include this and choose something that adds value to the reader.

I’d love to know how you go – head over to Instagram or drop me an email and let me know.

Links and Resources

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