5 Secrets to Writing an About Page That Turns Prospects Into Paying Clients!

5 Secrets to Writing an About Page That Turns Prospects Into Paying Clients!

Throw away everything you think you know about bios when it comes to writing your About page copy. Your About page is not your resume. It’s meant to inform readers about how you can help them and to attract the type of paying clients that you want to work with. Your About page is going to get more views than almost every other page on your website, so you want to make it work for you. Here are 5 secrets to writing an About page that speaks to your Dream Clients and moves them to hire you:

Secret 1. Make it about them. Hook them in with a title that speaks to their needs. What is the problem they have and how do you solve that problem? This should be made clear in your Home page, but make sure you lead with it on your About page, too. It’s never really about you, even though it is.

Secret 2. Show how passionate you are to serve your clients, not just that you have built a business around your own passion. There’s a lot of talk about building a passion-based business, but clients won’t be drawn to you just because you’ve got a passion for something. That passion has to fulfill a need in the marketplace. Being passionate will attract people to you because, in essence, you will be happy when you’re doing something you love, and you will naturally put more into serving through that passion. But again, that’s your stuff. People just want to know the end result they’ll get when they hire you and that they’ll get what you promise you’re going to deliver.

Secret 3. Forget the credentials. You don’t need to include a laundry list of titles and certifications everywhere your name appears. Unless you’re applying for a job, credentials aren’t that important in most circles. In fact, they could pigeon-hole you and drive away the clients you’re trying to attract. If you’re a life coach, saying you’re a counselor may attract clients looking for conventional therapy, not coaching. If you’re a Virtual Assistant, telling people you worked 15 years as a secretary could attract that type of work, when what you really want is to do online marketing. Speak to the experience around that, not that you were the assistant to a CEO in a past life.

Here’s the real secret. People will be drawn more to your story — and how it relates to them — than they will to your career experience and credentials.

If you do use letters after your name, make sure they’re easily understood and relate to what you do. I have a master’s degree in public relations. If I put MPR at the end of my name, not many people would know what it stands for, and those who do may want to hire me to write press releases. That’s not the type of work I want to attract. But, when I tell the story of my a-ha moment when I realized personal branding is really nothing more than public relations, and how my rebrand to The Sizzle System is based on 30 years of my life’s work, people understand that and see my credibility.

Titles and credentials can typecast you and take away from your true purpose. Don’t get me wrong; credentials do have validity to show your expertise, especially in education and health, but showing experience and talking about the clients you’ve served and the results you’ve gotten for them will get you much further.

Secret 4. Use client testimonials. Third-party endorsements are always more convincing to show how you deliver on your promise. If you’re new at this and don’t have anyone who can testify to your results, use testimonials from people who endorse the service you offer. It’s a start.

Secret 5. Always have a call to action on your About page, and on every page for that matter. Interested readers will want to contact you right away, so make it easy for them. Have a link to schedule a Discovery Call, or a form for them to submit their info for you to contact them, or provide a phone number if you want them to call you.

How’s our About page? List a link to your About page in the comments below. I’d be more than happy to take a look at it and provide feedback. And if you’d like to chat about your About page, you can easily schedule a Discovery Session here.

branding expert Carol Ann DeSimineCarol Ann DeSimine is a Visibility Strategist, speaker, and author and the Creator of The Sizzle System of Brand Empowerment. Download her Branding Manifesto: 7 Strategies to Creating a Personal Brand that is RED Hot: http://personalbranding.thesizzlesystem.com/free-gift/.

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