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Are About Pages Really That
Important?
Even though the internet seems
anonymous, people do still
care about the man or woman
behind the curtain, and your
About page is the information to
tell them who you are and why
you do what you do.
It’s not about you at all. It’s about
what you can do for your visitor.
That’s correct; it’s about
your ideal client.
So how do
you create an about page
that connects with your ideal
audience?
Begin with determining…
WHAT TONE TO TAKE
Will you be serious, personal, or
funny?
If you’re stuffy while they are fun,
they’re going to find you boring.
On the flip side if your page is silly
in an industry that’s conservative
they may think you’re flippant
and be turned away.
Even if you’re in a professional
niche, keep your words simple
and the tone relatable.
Next, you have to tell them,
WHAT’S IN IT FOR THEM
This is simple to achieve by
giving them an “is this you”
scenario. For example, I start my
page by asking and addressing
questions that I hear from my
ideal client all the time.
Then I give them key points
about me that would work well
to solve their problems. I call it
my You + Me section.
Finally, I give them my short bio
that uses words and phrases
that allows me to connect with
their needs and personality.
Remember, people want to
get to know you on another
level and they want know
that their needs are being
addressed first.
WHAT MAKES YOU SO SPECIAL?
That’s the 64 thousand dollar
question. Using your secret
weapon, your story, will help
you stick out above anyone who
is stating facts figures and non-
personal information.
There’s nothingmore off-putting
than the person who continually
drones on about themselves.
By using your story, you can
outline how your experience
helps your audience and how
they can participate in your
journey.
And while you’re at it, appear
flawed. People who appear
endearingly
“flawed”
are
psychologically proven to be
more likable than people who
appear perfect.
It’s All About You
, Until It Isn’t
By Lee Drozak
SOAR TO SUCCESS
/
M
ay
2016
/
Core Business Strategy