And The #1 Thing Your About Page is missing!
It’s one of the hardest parts of creating your website: what the actual hell do I even say on my About Page? What do people want to know? I hate talking about myself!
I see it all the time: wedding creatives hide behind their work and accolades because they don’t feel like they are interesting enough or their ideal client won't even bother to read it. And that my friends, is where you are DOUBLY wrong!
On top of that, I would say at least 95% of the websites I critique while working with clients on their strategy all share one MAJOR problem that turns ideal clients away before they even have a chance to walk through the door. Sit back, relax, and let's fix your About Page!
The #1 Element You Aren't Including...
How you can help the client
Let's be totally honest for a second - clients are greedy little suckers. If they are paying for a service, they want to know exactly how you are going to be able to help them sprinkled with a cherry on top.
Did you know that your About Page on your website should have (almost) NOTHING to do with you? Wait... WHAT?!
Your About Page's sole purpose is to show how YOU are going to be able to help potential clients and solve their problems that they typically have. How are YOU going to be able to help them if they choose to hire you?
Contrary to popular belief, your about page isn't the place to be dropping all the deets like the exact time down to the second that you were born or that you graduated from Princeton in 2009 with a degree in Communications...
If someone has managed to make their way to your About Page, then chances are they are already falling in love with you and your story. This is the place where you can seal the deal.
3 Ways to Whip your About Page Back into shape
1. Include a call to action
Ideally, you should be including a call to action on every single page of your website, but ESPECIALLY the About Page. If you aren't directly showing people where they need to be going on your website, they will bounce around and then just leave. BUT if your About Page resonates with them, that is the one place with the lowest barrier to entry (meaning it is the place on your website where they are 50% more likely to click your call to action button) and reach out to you.
2. Speak TO your ideal client, not AT them
I can't tell you how many of my own clients that before coming to me are talking AT people. If you're not wording things in a way that is speaking to them, it isn't going to resonate with them because you aren't speaking their love language. For instance, that could look like someone that likes to keep things very professional at all times, but there's no remnant of who you are in your own website. So many vendors try to keep it all business, but what they forget is that people are hiring you because they fall in love with you.
There's been a major shift in the business world as a whole recently. People don't just want a quick transaction anymore. They're not just buying something and running away off into the sunset with their shiny new purchase. They want to be wined and dined and they want to fall in love with the idea of something. They want to be part of your brand and your growth and your story. How that translates for us is that you can't be afraid to show who you are!
3. Focus on solving your clients pain points
If nothing else, turn the focus of your About Page from you to highlighting the struggles your client is facing. In all honesty, every buyer out there purchases what they are shopping for because they feel that that particular product or service is going to solve their problem. That is exactly what your About Page should be proving to your potential clients--that you can help them with their problem and then show them how you can help them.
I would never buy anything from someone if I didn't feel like they were either A. solving my problem or B. understood exactly what I was talking about and could relate. Clients need to know that you understand what they are going through. They want to feel assured beyond all doubt that you know exactly what they are experiencing at that moment in their lives. If a potential client isn't 100% certain that you "get it," they're never going to contact you.