ABOUT
Your about page isn't really about YOU - it's about the solutions you deliver to your audience and how your experience underpins this.
How do you want to be known by your audience? What do you want your clients to say about you when they're recommending you to other people because you've completely solved their issues.
Why does this work? Working backwards, when you state what you want your customers to say about you, you're showing how your goals align with your customers' goals. This is both a filter and an efficiency for your audience. It's easier for customers and visitors to connect with your philosophy if they easily understand what you are saying about yourself.
Including a short (no more than 90-second) video on your About page drives engagement and keeps clients on site.
Headline your copy for time poor skim-readers
Write your copy as a series of headlines that your skim-reading customer can understand easily. You can even use bullet points or a numbered list:
- Strong headline / title eg About - so people realise they're in the right place
Sub head can tell you more - Intro - sum up what the page is about and what benefit people will get 100--150 words
- Break up copy with
sub head, bullets, testimonials (with images), quotes to break up the text - Conclusion - Say what we are going to say | say it | then say what we've said
- Call to action - lead the person somewhere, don't leave them hanging
Testimonials and social proof
Include testimonials that prove you're the solution to your clients' problems and allow other people to say all of the wonderful things it may feel a little odd to include. Include, also, any industry or community awards.
Download my media-ready bio
Download a photo high res
My clients say:
Jo solved this problem for me when noone else could and I recommend you use her because she'll solve your problems as well.
Elliot Sam
Jo solved this problem for me when noone else could and I recommend you use her because she'll solve your problems as well.
Helen Garner
Jo solved this problem for me when noone else could and I recommend you use her because she'll solve your problems as well.
Charmian Clift
Call To Action
Compelling and encouraging text here to persuade your client to take the step instructed on the button below.