Clients are still confused about their about pages–below is a repost to help clear some of the brain (and about page) clutter.
“It’s not you; it’s me.”
Those words are probably some of the most frustrating to couples and would-be exclusive relationships worldwide, but those same words are also indirectly costing you clients.
Friends, (may I call you ‘friends’?) a misconception has infiltrated the internet and plagued entrepreneurs with an ‘it’s not you; it’s me’ mentality. This misconception? That about pages are actually about you.
A little small business 411—nothing on your website is really about you.
Because, online, people like it when things are about them. Otherwise they get…
And if you’re suffering a ‘that was way harsh, Ty*’ moment from that sobering piece of knowledge, let’s put it a different way.
You’re on a blind date.
You look gorgeous in your sequined tank that features just a whisper of cleavage but not so much that your date forgets he’s a gentleman and attempts to get handsy. Your two best friends are having dinner across the restaurant, ready to pounce with stilettos in hand in case said date turns out to be a serial killer.
Luckily, he isn’t.
However, you do notice that he hasn’t stopped talking for at least 10 minutes.
He’s going on and on about his degrees, frat brothers, how good he is at his job, and that time he did this really funny thing that everybody thought was really funny. And because he hasn’t addressed anything you care about, (or you, for that matter), you lose interest and start to tune him out.
That’s exactly how potential clients feel when they go to your about page (and they will go to it) and are bombarded with a rundown of your credentials. Except, they aren’t forced to sit across a table from you for the next hour; potential clients can simply click themselves away for good.
How are you going to remedy this? Make your about page about you, but only as it relates to your target audience.
-Let them know up front exactly how you can make their lives better
-Tell a compelling story—one that, yes, is technically about you, but that your ideal clients can relate to making them feel like you totally get them
-Leave the boring stuff (e.g. degrees and certifications) for last if you need them at all. People are much more interested in making connections and are no longer as easily wooed by the acronyms behind your name
How do you make your about page appeal to your ideal clients?
For more help on writing your about page, check out the Say What? Workbook.