How to Create an Amazing About Page
By Michael Cohn
When it comes to your business, you have a group of people who are loyal customers to
your business. Of course, on the other hand, there is also a group of people who will never
be your customers because they just are not a good fit for you. In the middle of this, however,
is a group of people who are not sure whether they want to buy what you are selling. They are
on the fence. Your About page can make all of the difference. Your About page is the foundation
of your website in many ways.
Lots of competition
The chances are great that you have a great deal of professional competition. That is
not a bad thing at all. However, you need to have an edge that will make you stand out among
your competitors. From the outside, your competitors may seem as though they offer exactly
the same products and/or services that you do for less money. However, what those people don't
realize is that they are not actually comparing apples to apples.
Your About page, if done correctly, will express your human side and that is exactly
what your prospective customers will respond to. If they understand that you are human, they
can relate to you as one human being to another and what you share with them will resonate.
It is important to keep in mind that even if you have a visually stunning website (or some
other aspect of your Web presence), if you don't have content that touches the other person
in your About page, you may not make the kind of progress that you are hoping to make. Of course,
the look and feel of your website is extremely important for your business but it is not the
only thing that matters.
What should happen when a new person lands on your About page
When a person ends up on your About page, the concept of WIIFM (What's In It For Me?)
must be crystal clear to him or her. That means that no matter how amazing you and your business
are, if you can't solve the other person's problem, you won't get anywhere. Of course, you
want your website to attract other people but that is second to being able to solve the other
person's problems. Writing that content may be more challenging than you expected.
You can convey a great deal with your About page content. This is really where you can make
your human qualities shine. This is one of the main places in which you build credibility,
trustworthiness, and your position as a subject-matter expert. It is where you begin a solid
relationship with the other person. The content on your About page can potentially convince
people who are on the fence that you are the one whom they should hire (or buy from). When
considering how you want to write the content of your About page, a few important concepts
should be considered.
• The spin of the content: Going back to the concept of WIIFM, it is critical
that you understand that you must address your content to the other person. The content must
clearly convey that you can solve the other person's problem. You will want to write about
issues that the other person may be experiencing and definitely wants to eliminate. Along with
that, you will want to bring up what the desired results will be. You must communicate how
you plan to help the other person achieve that.
You will want to concentrate on helping the other person, not yourself. However, don't worry.
Your needs will be met at the same time (or directly after you have helped the other person).
If you aren't sure where (or how) to begin this process, it may be helpful for you to make a
list of potential problems and then you can narrow down the list when you communicate with the other person.
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