The About page on your website is not just about you.
It’s about the reader and how he or she can quickly ascertain the value of what you’re offering.
If you’re like most people, you set up your “About page” of your website once in the beginning and then never really go back to it.
The same is probably true with regard to any social media bios that you may have.
I recommend going back and optimizing these pages because a well-conceived About page is a great opportunity to help more people. Do this right and you’ll build your list and do more business, too.
Most people don’t put nearly enough info in the About section. Remember that if you’re optimizing an About page that allows for some content, you want to load it up with keywords so search engines will send people to it.
To look its best, your About page needs five things: A hook, a list of specific benefits for the reader, proof, your personal story and an opt-in form.
5 ways to improve your About page
1. The hook is an active attempt to bring the reader closer.
Passive language just won’t work. Use active verbs and short, energetic words to create an inviting tone. Open with an easy “yes” question. Create an open loop by leaving the question temporarily unanswered.
Psychologists call this the “Zegnarik effect.” This technique works because people don’t like unresolved issues and will want to work through them.
2. List the benefits of being associated with you or your page.
Don’t be shy about your “About.” Tweet This
Be very specific about what you offer. Don’t reference change if you really offer transformation. It’s okay to be a little dramatic, but make sure you always follow through on what you promise.
Reference benefits, not just features. Here’s how to know the difference: Features are facts such as specifications, time periods and numbers. Benefits are how the person will feel after he or she does business with you. People buy on emotion, so make sure that whatever you’re pitching has an emotional appeal.
Trick out your personal page or risk dancing alone in cyberspace.
3. Your personal story
Make it short, make it powerful and make it true.
Your narrative is what allows people to identify with you and helps them believe that your success can be their success. Remember that people don’t want to do business with companies. They want to do business with other people, so do what you can to get folks to know, like and trust you.
The band Simple Minds was the hottest Scottish pop band of the 1980s and scored a huge hit with the song Don’t You Forget About Me. To this day, lead singer Jim Kerr, tells a great (signature) story about how the band almost didn’t record their biggest hit. Watch here at 5:34.
Read more about how to create a signature story in this article.
If you’re uncomfortable bragging on yourself, offer an incidental credential or by-the-way factoids that garner attention.
Get people excited!
4. Offer proof of concept.
The About page should inform and inspire. There are several ways you can convince someone to give your products and services a try and you should give most of them a try on your About page.
Reference awards associated with your product or service. Use a video to excite people who are visual learners. Show a written testimonial from a satisfied customer. You can display the testimonial in text format or as an image.
Finally, you can use what Robert Cialdini, author of the book Influence–The Psychology of Persuasion, calls “social proof.” An example of this could be 100,000 Likes on your Facebook page or a screen shot of your book on the New York Times best-seller list.
5. Include an opt-in form.
Always give people a chance to sign-up for something. Offer free stuff on your About page. If you offer something of quality, people will be happy to share their email address so you can keep the communication going.
Check out the offer on my Facebook public figure page.
I’ll tell you why these are important and give you specific examples in this video, so when you’re ready, it’s here for you to help you through it:
Now go optimize the About page on your Facebook account, your LinkedIn page and the others.