About your “ABOUT” page

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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?”

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