How Well Does Your About Page Convert? - Cara Lumen

After your landing page, the second page people most frequently visit is your About Page. They go there to find out about the website they’re on. They want to know who it is for and what’s in it for them. And it’s also where they decide how they want to connect with you next. Here are some tips for helping your About Page convert.

Who Reads the About Page

First time Visitors. They may there because of a Google search or they may have been referred to your site by a friend but they are definitely new to what you offer. They like what they see. They want to decide if they should keep coming back. They go to the About Page to see who the person is behind the content and the service. The About Page is an opportunity to convert a visitor into a user.

Regular Users: These people are connected with you through your RSS fees or emagazine list. The About Page helps them connect with you more personally and can give them reasons to keep coming back. They may be considering buying a product or taking a next step with you. The About Page is an opportunity to tell the visitor what you do and how you can serve them.

People who want to work with you. This group is interested in what you can do for them. They are ready for action. They want facts and your history. They want to see your credentials and the results you have achieved. The About Page is an opportunity to encourage people to contact you to see how you can work together.

The Purpose of Your About Page

The purpose of your About Page isi to let the visitor know why they are on the site and if they are in the right place for what they need and want. You want to :·

Introduce them to the person and the personality behind the blog or web site
Help new readers easily see whether your blog or product or service is for them
Direct the reader to do something specific once they’ve read it.

Introduce Yourself: Your name and photo

Give your name rather than use “I” to discuss what you do. Have a professional photo that represents who you are. If you have a personal brand use it. For instance, I’m Cara Lumen, Your Idea Optimizer.

Who You Serve: Your Who and Do What statement

Your “who and do what” statement lets people know if this site is for them and if it provides what they are looking for. It defines your niche and says what you will do for them. Complete this statement: I help (type of people) to do (your benefits) so that they (do what?)

This statement defines your target audience and what’s in it for them. My who and do what statement is “Cara Lumen, Your Idea Optimizer, helps entrepreneurs craft compelling information products that educate, motivate and inspire their target community.”

Be patient with yourself as you craft this statement. It is often an ongoing process.

What You Do: How are you accomplishing what you claim to do?

This is not detailed like your “Work With Me” page but it does need to give an inspired account of the results you achieve. As you write this section be aware of the difference between benefits and features and don’t just list features. This is where you can share your excitement and passion for what you do. This is where you tell them what’s in it for them. And this is where you can put a link to your Work With Me page that expands on the details of your products or service. For instance, in this section I can talk about Magnetic Custom Coaching and the Magnetic Signature Products Guild and perhaps a relevant product. Make this section an overview that focuses on benefits more than features.

Credentials

Which of your credentials apply to what you are marketing in this niche? Can you group them in major categories with sub-lists to give a better indication of what you do? For instance, I might divide mine into Coaching Credentials and Product Development Credentials since both are included in what I do. Using major categories with sub-lists makes for easier reading while it emphasizes the major components of your work.

Testimonials can go here if they are very relevant and from a good source. I use testimonials to answer unasked questions

Call to Action

Like every landing page, you want there to be a specific call to action. And you want the steps to be clearly outlined so they are easy for the reader to do. Preferably give them only one choice – the choice to connect with you though your opt in offer or by phone to talk about how you might work together.

Contact Information

List links to your email, web page and blog URL’s, as well as your LinkedIn, FaceBook, and Twitter accounts. End with your phone number (I like to add the time zone). And Skype address if you have one. Add a “contact me” by email form.

Give yourself a day or two after you write your About Page then read it again with your Beginner’s Mind to see what kind of impression you make and how clear your next step instructions are. The purpose of your About Page is to deepen your connection which those who come. Whether it is about converting first time visitors, encouraging subscribers to connect more deeply or inviting people to work with you, make your About Page warm, inviting, and informative with a clear call to action that coverts each reader to their natural next step.