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Hi today, I want to talk to you about how to write a killer about page so
Imagine your dream client has just landed on your website. They like what they see and they want to know more about you curious
They head to your about page
Does your about page
inspire your dream client?
Does it compel them to want to work with you? Or is it a boring few hundred words cut and paste from your CV?
Did you know that your about page can make or break the sale? people aren't just buying products
They're buying an experience and interaction, a human touch
People don't buy from brands people buy from people people buy it from you
Your about page is about so much more than just your qualifications your history and your hobby
It's about you your story your brand and your why
Your about page is the equivalent of a cup of tea and a chat with your customers a chance to get to know you
and wy you're here
Doing what you do every day
Have a look around at the people you admire and engage with online
How did their about pages read you'll notice that the really good ones tell a story a personal?
Relatable story that evokes emotions in the reader happiness empathy sadness
excitement
motivation inspiration a good about page
draws your customers in and should leave them feeling like they know you or at least part of you and that
They want to get to know you better
It's like the website
equivalent of speed dating you have 30 seconds to engage your customer and be
memorable and I'm not talking about being different for the sake of being different but there are
considerations that will transform your about page from mundane to mesmerizing so as with all things
Marketing your about page should be targeted at your target audience
And I know I harp on about target audiences all the time
But seriously every single thing you do comes back to your dream client
When you're writing your about page
Your ideal audience should feel that there you are talking to them personally as if you were there face to face
Explaining your story to them just as you would at a networking event
Or some other face-to-face meeting
So three simple questions to ask yourself before you sit down and write your engaging killer about page
So how do you want your audience to feel when they are reading your about page?
Intrigued is pretty much number one for me wanting to know more
comforted
confident
You know think about the barriers that people have cited about
people that they've used before in your industry and and
What turned them off the contractor that they were using for the consultant and what made them come to you?
a lot of people come to me because they have
had a poor experience with a
Marketing consultant or a website designer and they have a look at my website and felt
Confident that I could help them and solve their problems. So what action do you then want them to take?
And make sure that's clear on your about page subscribe
contact
Pick up the phone
So what can you change for your customers and more time less overwhelm more money less mental clutter
More bananas for your apples. Just think about the
Transformation that you deliver. So here's a really quick guide on how to real your customers in hook line & sinker
So the hook, what's your big opener? So this is your big chance at capturing your audience's attention with a big fold
Memorable statement or a question to pique your readers interests. Your opener should leave no doubt in your readers mind
They have found someone they want to connect with
so
Things like are you ready to step into greatness and live your truth? I
Am here to help you achieve your dreams today
I'm here to set you free
Freedom's a big one especially in a lot of business side of things
More time more money more freedom to do the things you love doing
Another one is what would you do if you had more time sometimes another metric that is really powerful
The line so we've had the hook have a think about it workshop it the line
Here's your opportunity to distill your genius into one line
So declare it how you solve your one big problem for your audience and you've been through the dream client workbook
so you have
Interrogated your dream clients in your mind and on paper not in real life
They're big fears frustrations
their dreams aspirations
So we're all in the business of providing
Solutions for our clients and so focus on the solution that you deliver in your own unique way
so for me, it's I create digital bread and gas I
Create engaging digital brands without the tech overwhelm so tech everyone's a big thing for my clients that they find
especially obviously in the digital space that I work in tech they just it's scary and it's big and
they're over it and it's just not something they want to deal with so I take that off their hands and that I
Relieve them of that tech overwhelm, but at the same time I deliver them an engaging digital brand
So that's the solution I deliver so you can say I'm Jane and I help small business
Build a website that can be proud of without technical dramas
So website shame is a big thing that my clients come to me. You know, I've had my website since you know, 2014, 2015
It's really outdated. Can you update it for me? I don't even want to hand out my business cards anymore. So
That's something
Pride is another thing that I can deal with
So I'm Jane and I am passionate about helping working mums find balance in their lives so they can spend more time with their kids
Without worrying about their business it's the time and and and the outcome that that delivers to my client is important to them
So more timely be kids. That's why so many of us
Work at home moms. Do what we do. So we have that freedom to spend more time with that kids. So a simple formula is
you help your target audience achieve X goal without
Their number one pain point that we talked about last week. So keep it simple and stick with one problem and your unique solution
Think about the number one thing you do
To deliver a solution to your clients. So this is often called an elevator pitch and then just distill it to the simplest and least
cluttered form and then you'll have your one line and
Connection message it's that message where you really establish that connection and deliver that
Engagement to your client and they feel that you understand them. You have empathy
for their problem or their pain point
And that you are the person who has a solution for them and you understand their pain
So this can take a few goes and a bit of workshopping so you can come over to smart women in business
Facebook group and discuss it if you like
And the final part is the sinker. So this is the chance to show how you got to where you are today
What were the pivotal moments in your journey? What was your revelation your turning point your aha moment. a
Lot of the gurus at the moment talking about how they had to hit rock bottom and they had ten dollars in their bank account
You don't need to do that. You just talk about
Your journey as to how you came to get to the solution that you deliver for your clients and why?
What happened in your life that helps you deliver your unique solution? What problems did you see in your clients where you went?
This is the this is where my solution is unique and this is what I deliver to my clients
And this is why it's important because we all do different things in different ways
And that's why we all have different clients and we all have different ways of going about what we do
I can build a website like the next person but it's the way I do it
It's the how I do things that sets me apart
So tell your story in a personal way you can really go deeply personal if you want and think about
The writing that you love to read and the about pages that you have
With and in reality for many of us, our target audiences are a reflection of us
although I always say the target audience, isn't you they are often a
Reflection on us and what we love and what we love to do and why we're in business
so bring more of that love into your about page, so
remember be authentic always your customers are here for you and you alone in saying that unless you're in team and
You can introduce yourself as individuals and have your own
little
quirky individual about paragraphs you can talk about
If you have a company, you can talk about your about page as your overall holistic view or your mission
and how you do things differently in your company and then you can introduce the individual team members because remember that your clients are
Coming to your website. They're seeing your about page and wanting to know more
the reason they're reading their about your about page is they want to know the why of the
Organization or the individual so this is your chance to not just say we're deliver innovative
solutions you say this is why we do it we do this because
we saw that our customers were frustrated with
Tech but still wanted engaging digital brand and we needed to find a solution in the middle of that
So have a think about your uniqueness what you do and how you deliver it?
So write it in the first person not the third person sounds icky and weird
Just as it feels icky and weird to write about ourselves in the third person
so if I've tried it different ways for different organizations I've written with and
Yep, writing first. This makes it more powerful
So make it strong make it powerful make it meaningful
and
If you want to thrash it out
As I said hit me up on my facebook page or come to the smart women in business Facebook group
unless you're a guy sorry and
Don't forget to subscribe
Because there's more goodness coming next week. Oh and you can download your about page
Worksheet in the link underneath for at the bottom wherever you're at
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