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A few weeks ago, I was looking for a consultant to help me with a particular issue. I asked around, got a referral for “Jane” (not her real name), and then checked out her website.
I scanned her home page, quickly went through her list of services, and then spent quite a bit of time on her “About Me” page.
I did that for two reasons. First, I wanted to learn more about her credentials and experience. And second, I wanted to get a sense of what it would be like to work with her.
She may not have realized it, but her ABOUT page – which is excellent, by the way – played a big part in convincing me to call her.
This isn’t surprising. Studies in professional services marketing repeatedly show that the oft-neglected ABOUT page is one of three pages a prospective client is likely to review. (The other two are HOME and SERVICES.)
So what your ABOUT page says – particularly, what it says about you professionally and personally – is much more important than you might think.
On that page, you want to demonstrate that you have the training, experience, track record, skills, expertise, etc. to provide the service or solution the prospect needs. That’s a given.
But you also want to introduce the prospect to who you are personally, and what it might be like to work with you.
How do you do that?
I’ve written a lot of ABOUT pages for clients. Here are two techniques that work well for me.
1. Connect the dots.
A big mistake consultants and other service providers make on their ABOUT pages is talking primarily about themselves. It’s all me, me, me.
Of course, you’ve got to talk about you. It’s an “about you” page! But you also have to connect the dots – explaining what your background, talents and credentials mean to your prospect.
A great way to do this is with what I call the “That means…” technique. You say something about yourself, and then you explain what that means to the prospect.
Here’s an example:
“I have 15 years experience in the IT Healthcare industry. That means the marketing materials I write for you will be clear, accurate and uniquely persuasive. Why? Because, like you, I have a deep understanding of healthcare IT products and what motivates buyers to say yes.”
Isn’t that more persuasive than the copywriter simply stating he has 15 years of industry experience?
2. Let your personality shine through
All things being equal, prospects will choose to work with someone they like. So, on your ABOUT page, help them get to know you better – as a person.
A fellow marketing consultant, Michael Katz, has pictures of himself and his daughter throughout the years on his ABOUT page. Those pictures speak volumes about the kind of person he is.
But you don’t have to show family photos or mention personal details. Often just letting your personality shine through in the copy is enough.
So take a look at your ABOUT page. Ask yourself: “Would I want to work with this person?”
Steve…thank you. I always have the hardest time writing about myself and this post was a huge wake up call for me. I do all of these things for my clients…I’m not sure why I don’t do them for myself. Thanks!
I have the same problem. I find that talking about myself in the third person helps. For example, “The slaunwhite website needs a redesign.”
I have read that a proper About page should have the 5 W’s on it, the Who, Why, When, Where and What and you can still write and engaging copy around this kind of format by using questions. What is your opinion? Thanks, Sarah
The 5 W’s are important. However, I wouldn’t get locked into that format. The MOST important messages you need to communicate well is 1) you can do the job, and 2) you’re likeable.
Excellent post – the fact that you included a mini framework for turning facts about you into benefits for your prospect is a great bonus.
Thanks, Aaron!
Steve:
Great advice! I tell my clients the “About” page is really the “Convince Me” page.
Hi Steve
So true… I was once told that if you’re all wrapped up in yourself, you’re overdressed.
I love to get people interested more in themselves and what’s possible for them. Which of course is what you’ve said in this excellent post.
Hi Steve,
I like the perspective and techniques provided in this article. The comments posted above have been interesting to read as well.
Thank you!
You’ve thrown up an interesting issue here. That is, whether or not it’s a good idea to show a picture of yourself in an About us page.
I can see that for you, Steve, this works great, as you look like an approachable, likeable and trustworthy person in the photo that you use throughout your site.
But for me, I don’t think it would work and I don’t want visitors to make judgements based upon whether or not they liked the look of me in my photo. Hence, I don’t use one.
What do you, or indeed any other visitors here, think about this?
Hi Steve
After reading your extremely helpful post I looked at your About page on your website – to see how you apply these principles yourself 😉
I was blown away!
Yours is the most interesting About page I’ve ever read. Given me much food for thought on how to improve mine.
Many thanks for your post.
Thanks for the compliment, Eldo. I’m actually revising my ABOUT page based on my own advice!
Hi Steve,
Thanks for writing this article. You’ve inspired me to rethink and change my about page. I’m confident my new content will make a difference.
Steve, thanks for your “About Me” post. I wanted to revise my about me page anyway and your insight helped. It now feels personable yet helpful to prospects coming to the page ). At least that’s my humble opinion. Feel free to offer yours.
I like your new about page. In fact, I’m jealous! 😉
Great points Steve. Rather than have an “About” page, I have a whole “About” website. This is a way to separate what I do from who I am (even though there is overlap).
The Summary section of a LinkedIn profile is another form of an About page.
PS Having a “that means …” segment is a great idea.
Steve,
Just clipped your counsel on the “That means” technique. Perfect way to connect the dots. I’m now headed to my own About page to do some retooling.
Also like your Let’s Talk pop up. Any advice on setting it up and success with responses?
Thanks again.
Laura
Hi Laura,
I just started using that pop-up “Let’s talk” thing. So far, it’s working great. The app is from http://www.vCita.com.
Steve
Hey Steve,
Just wanted to let you know that as a fellow copywriter, this is a post I’ve come back to again and again. You just summed up what an about page should do SO nicely, and it helps to look at a strong example while working on them for myself (and even for my clients).
This one is bookmarked and I’m pretty sure this is the 5th or 6th time I’ve come back to it.
Thanks for the tips!
– Melissa