One of the very first things people check out when they visit a website is the About Page. When was the last time you paid attention to what you have written there? *Blink* and the next thing you know it’s been months, even years, since the last update. Think of the money left on the table when potential customers read an outdated bio and are left confused, unsure what you do, and unconvinced of your value.
A great About Page lets people get to know you. It shares the story of your business, who you serve and what you do. It tells them “yes, this is the place for me!”…. or not. And that’s OK. Your goal is to capture the attention of the right people.
I challenge you to set aside 20 minutes and ask yourself the following questions to give your About Page a makeover you can be proud of:
- First, check that your content clearly states WHO you serve. Be sure that you are speaking to the right people by letting your readers know exactly who you work with. Are they stressed-out moms with cluttered homes? People struggling with debt who want to learn how to live more frugally? Small business owners who need help with email marketing? State it clearly and you’ll magnetize your About Page, drawing the right people in because they know they are in the right place.
- Next, be sure to share HOW you help your audience. A simple list is a good start, but a much more powerful way to share this is through story-telling. Use a testimonial within the content. Share a short story (only a few sentences) of how you transformed someone’s business or life. The idea here is to give your reader confidence that you know them, understand their problems, and have a way to help them reach their goals or resolve their issues.
- Keep it current. Be sure that you are updating your experiences, accomplishments, and background in the content on your About Page. This will support your credibility and keep your brand up-to-date, creating a sense of trust. Trust and credibility lead to loyalty – and loyalty is indeed the Holy Grail for growing a successful business.
- Give it pizzazz! Finally, give your About Page a boost by adding your personality into the mix. Robotic and sterile writing will get you yawns. Don’t be afraid to let your personality show through, add personal thoughts, share appropriate anecdotes and let people see the real you. It’s so frickin’ refreshing and I guarantee it will create stronger connections with those who need you most.
Businesses change as they grow. Target audiences change or become more focused. New products are created. Old stuff retired. Events, awards, accolades and appearances roll in continuously. This is why your About Page should be reviewed and updated regularly to keep it real.
Here’s your mission for today: Bookmark this article (or copy the URL) and create a reminder to review your About Page on your calendar in 6 months to a year. It’s a valuable exercise for your business – and super fun to look back and celebrate the progress you’re making!
P.S. For more ways you can use your bio to build your business, click HERE to download (no signup forms, I promise!) my free ebook about the many ways and places you can use your bio to build up your business.