You’ve worked hard as an Entrepreneur to get to where you are today. In the world of business you’ve made sure to cover all of the necessary bases that go into creating and executing a product that you’re ready to launch. Perhaps it’s already launched and oftentimes Entrepreneurs are indeed their own brand. You are who defines the brand, the product, and the confidence that you want to instill in your prospective clients.
In addition, you’ve also worked to create a customized website that will give your company, brand, and product the necessary public relations’ push that will help to navigate business in a successful direction. There’s one thing, though. What “about” you and your “About” page? Is it compelling enough? Does it give the world the impression that you want to convey about yourself as a businessperson? From a public relations’ standpoint your “About” page will certainly set the tone for you and your overall style. It will give potential clients a preview of your successes and what you might be like to work with. Does your “About” page communicate all of that in an effective way?
The following are three important steps to developing the perfect “About” page.
1. Remember to begin with a “hook.” With any compelling story there’s got to be that moment when you “hook” your audience. In this case the best type of hook is to pose a question to your website visitors that your company and product are going to answer for them. It’s got to be directly connected to the product that you have on the market which will ultimately make things more clear and provide solutions to the readers of your site since the main goal is to convert them to clients/customers. Some examples are as follows:
“Tired of the uncertainty of how marketing can work for you”?
Sick of the uncertainty that arises when there’s not a sales-tracking solution in place”?
If your website visitors are not hooked with an insightful question you can be sure that they will not care about anything additional that you have to convey. Although you might think the “About” page is about you, it’s really about what your company and product can do for the user. You want to be able to jump right in and let them know that you not only can identify an uncertainty but that your have the solution that they need.
2. Be sure to incorporate benefits with your story. So you’ve clearly identified what it is that your potential customers are looking for through the questions that have been posed on the site. Now it’s necessary to incorporate your personal story with the list of benefits you and your company will use to solve the problems that your visitors have.
For example, Evernote’s Stepan Pachikov could have hypothetically spun his app’s about page: “Tired of the clutter and disorganization in your life”? There’s his hook because who doesn’t hate clutter and disorganization? His benefit and story blend could then have communicated something like the following: “So was I! In making list after list in order to get my thoughts and business strategies in place I found that the clutter and disorganization that was around me with endless note taking just added to the clutter confusion. That’s when I came up with the idea of Evernote; a revolutionary spin on taking notes, making lists, and getting thoughts to become executed strategies.”
Of course that’s not what he actually said, but it would be a great start. Please keep in mind that authenticity and honesty are two key factors when blending your story and benefit. This is an ideal crossroads to convey your brand’s style and tone of voice. Be sure not to go too far and find yourself making false claims or promises that you will not be able to deliver.
3. It’s time to prove it. Your website visitors have read all about how fantastic you say your product is, but there are so many instances when entrepreneurs clearly miss the mark on their “about” pages. It’s essential to include a list of testimonials and quotes to show there’s legitimate proof to back up what you’ve been saying all along. When you have credible endorsements from respected experts in your niche market they communicate a sense of trust and ease for those new to you and your company. This can make a large positive impact on your conversion rate of prospect to client.
In addition, be sure to include reviews and always ask for feedback from former and current clients so that you can share on your “about” page. If applicable, take it up a notch and go so far as to ask permission to display the logos of the companies that are providing direct testimonials. This all works to further help boost the credibility of your brand and product.
All in all, while it might seem like your “about” page should come across like a personal ad, the truth is this essential page is less about your whole life and all about how your personal experience led you to the solution you now provide.