Conventional wisdom says an About page should be about you. Not true.
Your About page isn’t actually about you, it’s about your audience. It must accomplish just two simple tasks:
- Convince your reader you see them, understand their problem, and can provide the solution they need.
- Persuade them to give you their money.
Ditch your “just OK” About page and pivot to a strategy to sell, sell, sell!
Before we discuss how, let’s talk about why. A comprehensive and compelling Much Ado About You!® strategy:
- Demonstrates you know your audience, and you understand your prospective customers
- Confirms you know the specific unique benefits you provide, and why they matter to your audience
- Articulates how you can help
- Demonstrates how you’ve provided solutions for others
- Shows why you can be trusted
- Gives a sense of what it’s like to work with you
- Shares your values, letting people know who you really are and what you believe
- Tells the story of your professional journey, explaining how you got to where you are today
- Establishes how you know what you know
Don’t start with your bio, start with your UVP
Simply put, your UVP — your Unique Value Proposition — is the set of attributes differentiating your product or service from the competition, by virtue of the benefits it brings to your customers. In other words, it’s the compelling case convincing potential customers to choose you over all others — for the value you provide.
Your UVP highlights the specific and unique benefits in choosing you, and resonates with why customers care about these benefits
Our challenge is to present your UVP in a way to turn readers into customers. My deep dive collaborative process with you crafts a series of simple-yet-elegant bullet points consolidating the best you have to offer, while presenting it as benefits to your potential customer. Check out my Why Choose Me page to see this in action.
Craft your About page to demonstrate the value you provide
I’ve said it before, and I’ll say it again. Your About page has just two objectives:
- Convince your reader you see them, understand their problem, and can provide the solution they need.
- Persuade them to give you their money.
I’ve defined a content-creation process focused on meeting these objectives. It’s all centered around how you provide value, and the incredible benefits customers reap when choosing to work with you.
Leverage these results to create additional content
Once the key messaging is nailed down, it’s straightforward to extend that to other pages on your site, including Frequently Asked Questions (FAQs), Case Studies, Products & Services, Career Opportunities, and more.