Transcripts
1. Introduction: Hey there, I'm
Heather Stevens and I want to welcome
you to this class. I'm creating an about
page that converts. I've spent more than seven years as the owner
of Wi Sal Marketing, helping service business
owners, coaches, consultants, and creative entrepreneurs
to get leads and clients for their business
using a website and a marketing funnel that's
designed to convert. And so the skills you're
going to learn in this class will help you attract new customers
to your business. It'll help you build a
connection with them so that you can earn their trust
and make more sales. That's the goal and this is the perfect class for you if
you already have a website, but you want to make your
about page more intriguing and optimize it so that you can convert more potential clients. Or maybe you're building a new website and you're
sitting there staring at a blank page and
a blinking cursor wondering what do you even
put on your about page? It's really important to create messaging that connects with your ideal clients
and helps you stand out in your niche as
the premier option, like the person they
should be working with. And your about page
is likely to be one of the highest visited
pages on your website. So you want to make sure
that you are maximizing the potential for conversions on this really important
piece of real estate. And after working with hundreds of custom website
design clients, I know that your about
page when you have to talk about yourself
is really difficult. And especially for those
service business owners who are really concerned
about coming across to salesy or pushy. So I see you and I get it. And so I'm going to
give you the exact same frameworks that I use and the same guidance that I use with my custom clients
every single day. And in this class, I'm
going to share with you my about page writing process to help you make a connection
to those ideal clients, reduce any skepticism that they might have about
working with you. And together we're going
to look at some examples of some great about pages
to help you get inspired. And I've also created some helpful resources such as our about page planning workbook and writing prompts and layout suggestions in order to make applying what you learn in
this class quick and easy. For your class project, you're going to write the
first draft of your new about page that's focused on conversions and shares,
all the magic that you do. And then I want you
to share it with me for feedback and suggestions. And then when you upload your
content to your website, share the finished page so
that we can celebrate with you and congratulate you
on your job. Well done. So make your about
page an asset for your business that attracts
engages and converts, new leads, and clients. So click the next video
and we'll get started.
2. Goals Your Website Visitors Have: The first thing that we're
going to talk about today is what is the purpose
of an about page? Why do we even take the time to create
this piece of content? And we want to look at it from two different perspectives. So what are your visitors goals when they visit your about
page? What are they thinking? And then the other thing
we want to look at is what are your goals with
an about page? What can it do for you
and your business? So starting with your visitors, they're coming to your
page to learn more about you and to answer some questions that they
might have in their minds. Okay? So the first one
is, are you for real? There's a lot of scammy, spammy people out there. They're looking to make sure that you are somebody
that they like. Maybe you share the same values and the same beliefs
that they have. As humans, we're always looking for a
connection with people, you know, We want to find out, did we go to the
same college or do we have family from the
same part of the country, or did we go on vacation
to the same place? Those are things that
help us connect. And so your potential clients are going to your about page, looking to figure
out who you are and see if there is a
connection there. The other thing is,
and this is something that a lot of business
owners get wrong, is they create an about
page that talks about them. And really your about
page needs to be about how you can help your ideal clients when
they land on your page, they're wondering,
can you help me? Is this what I'm looking for? Am I in the right place? They want to know these things
and so we want to be able to share with them and show them that you get
where they are, you understand the
challenges that they have, and you have a way
to help them solve those problems or achieve the results that
they're looking for. They'd love to hear a little
bit about your story. Now, we don't want to go all the way back to where you went to kindergarten and high
school and you know, college and all of
those kinds of things. They want to know what
is relevant to what you do for them and what
experience do you have? Are you someone that they can trust to help them
solve this problem? What are your
credentials and I'm not talking about your degrees
and your diplomas, and your certifications
and those kind of things. I'm really talking about how can you help
them get results? Do you have a proven record? And so that is what
they're looking for. Ultimately, the goal is are you the person that they should work with and why should
they choose you?
3. Your Goals as a Business Owner: Let's take a look at what it is for you as a business owner. Why do we go to all this
trouble to create about page? It's an opportunity
for you to position yourself as a credible resource
to your ideal clients. It allows you to show your personality and help
make that connection. It gives you an opportunity to kind of build
trust with them. You know, people do business
with people that they know like and trust if you can
share your personality, get them to like
you a little bit, share that you have
helped other people get results and that you
understand where they are. Those are all things
that are going to establish trust with
those ideal clients. It's going to also be an
opportunity for you to use your about page in
your marketing funnel. A marketing funnel is really just a step by step process that you're
leading a potential client through as they go through the different buying stages
of becoming aware about you and learning
about what you're doing and getting ready to
make a buying decision. Your about page is a very important piece in that process. We want to use it as a way for you to grow your e mail list. So show your lead magnet or whatever you have
that you're doing. Maybe it's a webinar or a
Facebook group, whatever. That next step is that your
ideal clients will take. You want to make sure
that you are inviting them to take that step
on your about page. We don't want an about
page, that's a dead end. You also want to
use it as a way to be a hub for the channels
that you're doing online. So if you've been a guest
on some popular podcast, you might want to mention
that that's going to establish credibility,
build trust, and your about page
can kind of be that hub to branch out
to the different things. If you've got a really
awesome Youtube channel, you mention that on your about
page and link out to it. Or maybe you've got
a free Facebook group or something like that. But your goals of
your about page are to use this real estate on your website as a way to position yourself as
the trusted advisor. Make a connection with
those ideal clients and give them a next step. What do they need to do next? So let's take a look
at some about pages to get you inspired. And we'll start talking
about what elements that those pages include and
why those are important.
4. Get About Page Inspiration: Okay, so let's get
inspired and take a look at some great about pages that other business
owners have and see what they're doing
and get ideas. We don't want to copy what other people are doing
on there about pages, but we do want to start noticing
what they have going on. So the first one here is Miss
Beautiful Amy Porterfield, and she's got really
great marketing advice, and a lot of you are probably
following her already. She's definitely
jumping right into showing that she
helps thousands of people build a life in
a business they love. She's talking in a very
friendly language. She's got a beautiful
picture of herself, ear. And she's sharing her story to connect with her on
an emotional level. It's a really great example of an about page that's
more story based. Sharing the results that
she helps people get and the bumps and bruises that she's gotten along the way, which really shows she knows
what she's talking about. She's real, she's
honest and it's really a great about page. You can see here that
she's giving you next steps as far as things
that you can do on her page. So she's using this to grow her e mail list and
to get leads and clients a little bit about her, some credibility boosters. All right, so as featured in and then another call to action
to take the next step. So this is a really great example. Let's take a look at
Marie Folio, again, another really big
name marketer out there that a lot
of people follow. And you can see here, she's sharing who she is
and what she does. A little bio here, a
beautiful picture of her and she's jumping
right into her story. I'm born and raised Jersey girl, so she's connecting with people, sharing who she is and
really telling her story. And she's giving some
credibility here with some photos and some as scene in things that
she's got going on. These are great social proof, showing herself with fancy
popular people, right? And so these are things
that she's doing and really connecting with you
as a visitor to this page. She's not shy about saying
she sells things and she's giving you a next step to
opt into her lead magnet. So you can see both of these are really good examples of stories
they're telling a story. Let's take a look at
a guy. Let's take a look at James Wedmore here. Now he is another really
popular marketer. I like looking at what they're doing because marketing
is their jam, it's their business,
and what they're doing. He has a video right
here at the top, so zero to high in 60 seconds. So this is a 1 minute video talking about who he is
and what he does now. Talking about how he does
strategy and mindset. He's not shy about being a bit woo woo about his approach. And he's calling that
out to connect with those people who are
attracted to that. And he's got some
lifestyle pictures here. These are some of
his favorite books. And this is cool to his
visitors because you know what, I've read every single
one of these books. And so I'm like, oh well
we've got that in common. Here's a link to his podcast so that you can go
check that out. He's got some testimonials
here from happy clients, so that's great social proof and a link to get in touch if
you want some information. And so another
really good example about page that's really strong and connecting
with the audience. Let's take a look at Denise. She's amazing too, so I
love her casual approach. So here's my fancy
third person bio. She's not fancy, she's
really down to earth and totally herself when you
see her on social media. And so this is written
in her third person bio that maybe she
could share with people if she's a guest
on their podcast or speaking at one of their events or something along those lines. She's got links to
her shed shots, interview requests, press
page, all of those are there. And then here she's
showing the real her. And so this is real talk. She's talking in first person. She's sharing who she is. And lots of great pictures that really help
people see her style and see her smile and look
into her eyes and say, yeah, I could connect with her. She's doing that with
the photos here. And then she's got links to her books and which is
great social proof. She's got what she believes
and stands for here. So this is a really great
example of an about page that's using it kind of
as a hub for her business. So let's take a
look at a couple of client pages that I've designed. This one is for a
financial advisor. She's really fun. And we wanted to bring in some
of the humor here. So don't you wish
you could outsource exercise while we can't
do your crunches for you? We can crunch your numbers. So we're bringing in her
sense of humor and we're showing people what
it is that she does. She's got some social proof
here showing some stats there And really talking about why they would
work with her. You know, they need help
with their accounting, their schedules bloated
and overwhelming. And we're tying this into the financial fitness that her website and business
name is all about. There's a little bit about
the services that they provide here and some
steps to get started. And then a great team picture, so you can see who she works with and see everybody
in her office. And a little bit of a
personal story and so. I think this is a really
great about page. Really just kind
of connecting with her ideal clients and sharing
who she is, what she does. And again, we have her
lead magnet right here. Here's one for an
acupuncturist that I helped. And you can see here, she's doing exactly what
we've said before, what she's helping people do. So supporting them
through all stages of their life with
natural medicine. And so a link to
her consultation, here's the categories that she'd helps a little bit about her, all of these linked
to a schedule, a consultation, that's
her next call to action. And for those people who aren't quite ready to schedule yet, she's got her lead
magnet here to try to get them to opt in. Here's another client,
This is Morgan, and she is a food blogger
and a photographer, and her blog is really personal, herself, her family,
those kind of things. So she starts off with a really
cute picture of her with a camera and showing work
in action, so to speak. And she's very
personal in her copy. She's got an opt in for
you right away here. A little bit more about what
you're going to find on her website with links to the different
sections on her site. She's giving you a little bit of her backstory and how she got
to where she is right now. Some social proof
with the As scene on banges and some next steps
for you to check out. This is Robertson
Builders and they are a general contractor
that builds luxury home. And there about Page is really talking about
building and remodeling homes where they're located in the central Coast 'cause it's a local business and so they're
showing some credibility. They've been in
business for 31 years and they're starting off talking about the
pain points, okay? So people want to build
their forever home, but they're overwhelmed
by the process and they don't know
where to start. So these are some questions
that they might be thinking. So we're connecting with
them here through this copy. And again, they want to make
a difference for people. And so we were pulling
out a quote from the owner right here
sharing their story. You can see we're showing some of the projects
that they've done and what they need to do as a visitor on this website
to take the next step. And also a opt in down
here at the bottom in case people aren't
ready to book yet but they are intrigued
and want to know more. Let's take a look
at my about page Chase your dreams instead
of chasing your clients. That's the headline that
I have going right now. And really I want to share with people that they can have
a business they love, they can earn a great income and enjoy a lifestyle
of freedom. And so I'm calling
that out right here and I'm getting into
the pain right away. Does marketing and growing
your business feel like an exhausting test of endurance
without a break in sight? I've got some cartoon
characters here kind of giving a description of what it feels like for a lot of
business owners out here. And then I'm giving
you some social proof. Like, I've been doing
this for a long time, and I got the credentials to back up what I'm saying here. And I'm telling you my
story that marketing yourself is harder than it is doing marketing
for someone else. And it's great to have
a never quit attitude. But you can't push forever and ever eventually
something's going to break. It might be you might
be your relationships and these are things that my
clients are struggling with. So I'm calling it out here, sharing a photo of me and
my kids and my story. And when things started to turn around for me and then
giving them help, Here's what I can help
you do, let's talk. And so then I'm also
sharing my team right here, The wonderful people that
I'm blessed to work with. I've got some testimonials
from clients as well as some case studies of
clients that I've helped. And then a link to book
or free clarity call. And then down at the bottom I have some next steps for them. And so hopefully this gives
you some inspiration that might help you get
some ideas for what you want to include
on your about page. All right, in the next video we're going to talk
about the anatomy of a great about page and the different elements that
you'll want to include.
5. Elements to Include on Your About Page: We have gone through
and we've seen some great examples
of about pages. Let's take a look now at
the anatomy of about page. What are things that you
might want to include in your about page in order to build that trust with
your ideal clients. Build a relationship with them, and lead them towards the sale. So the first thing
that we want to talk about is an intriguing
and compelling headline. And some of the examples
that we just looked at, the marketers that were creating thereabout pages
started off with a Hi Marie type of a headline. I think that's fine.
But we could do better than that by pulling in a headline that really captures what our ideal
clients are looking for. When they land on that page. Everybody is looking through the what's in it for me, filter. So let's answer right away. What do you do and
how do you help me? You know, we want them to know that they're
in the right place. So ask yourself, why would they be visiting that
page and come up with a really great headline
that's going to speak to the benefits that
they're going to receive when they read this page and when they
work with you. The next thing we want to
do is we want to create some engaging openers, some
conversation starters. You can go in one of
two ways with this. You can go into some
negative pain points. And you could talk about what
they're struggling with. And wouldn't it be nice if, and are you tired of
and some of those kind of questions like we had in the builder contractor website. Or you could flip it
to the positive side. Imagine if you had leads and clients coming
into your business. Or you had a website that
you were proud to promote, or something along those lines. You could take it one
way or the other. Most people will do more to avoid pain than they
will to gain pleasure. But you know your audience best and you know the message
that you want to send. So the next thing is you
want to give them some hope. I like to tie in
a personal story here and paint the picture
of your humble beginnings. Or maybe it's why you got into doing the
work that you do. What do you feel so passionate about? Who have you helped? So pull in some story based
stuff here to really give them hope and show
them that they can have things the way
that they want them. They don't have to struggle with whatever it is that
they're coming to you for. It's nice to include some
authority builders if you can. These could be as
seen in badges, so if you've been published in different plays in magazine, Forbes, whatever, including
those logos on your page. Maybe it's credentials
or certifications or things that you
have that would be really important to
your ideal clients. Don't put them
there to just sort of boost your ego, do it. If it's something
that your ideal clients would be looking for to verify that you are someone legitimate
to be working with, you might want to include some
social proof in the way of testimonials or case studies. You could also
include the number of followers that you
have or the number of subscribers that
watch their inbox for your information every week. Maybe it's the number of years
you've been in business, or the number of
clients you've helped, or the books that you've written or something along those lines, that's going to establish
some authority. It's really important that you always include a next step. And so I like to
talk about maybe a primary and a secondary
call to action. A primary call to
action would be, schedule an appointment
with you or go watch the webinar or
something that you do. That is a sales
conversion mechanism. So if you're selling through a webinar, that
might be a great one. If you're selling
through phone calls, that would be great. Maybe you have like
a sales letter that you want to send them to or something like that to actually take action and start
working with you. The secondary call to action would be something
for people who aren't quite ready to just take the plunge and jump in and
work with you right away. Maybe they need to be warmed
up a little bit so you can give them links to some
download freebies, a lead magnet, a PDF,
something like that. You could give them a link to maybe an e mail series or a link to a Facebook
group that they could join in order to get to
know you a little bit more and warm up to the point that they're ready to
take the next step. And the last thing is
design and layout. This is really important
because you want your about page to be
clean and eye catching. To really let your
headline stand out and the copy be easy to read
and the photos be engaging. So that when people land on it, they can feel a sense of
warmth and connection. You're about pages like inviting someone into your living room. Then you're letting them
kind of see who you are. And so include some
photos of yourself. They don't all have to
be fancy head shots. You could include
some snapshots. I've got that picture of me and my kids on mine, for example, just to show you that
I'm a human, I'm a mom, I'm a business owner,
I'm a real person, and that's what they're
looking to see there. Having a nice clean headshot
is definitely helpful, but you don't have to have
fancy branding photoshoot, pictures or things like
that on your website. So that's the punch
list of what you need. Again, we're looking
at a great headline, an engaging opener
that's going to draw them in and make them
want to keep reading, give them some hope.
Talk about your story. How can you help
them get results? Include some authority. Builders include what
they should do next. So the next step, call to actions and have a really
nice clean layout. So that's what you need.
In the next video, we're going to start writing, so get ready. I'll see you there.
6. Gather the Content for Your About Page: Okay, so here we are. Let's
go through the workbook. I want to show you what's
inside to help you organize the information that you're gathering for
your about page. This is a workbook that I
normally sell on my website, but I'm giving it to you
guys for free to help you. Like I said, get
things organized and create your about page copy. So inside your workbook here, I'm just going to
scroll through, we've got a page for you to
gather some inspiration. So as you're online and you're looking at things that
other people are doing, If you come across an about page that's interesting and
you like certain parts of it, you can start gathering
your notes here. I've got three
pages here in order to help you identify
your ideal client. This can be really
helpful if you set up an interview with
those ideal clients to go through those pages. The next page is to help you define your brand personality. This is important because
you want your about page to really reflect the
personality of your brand, of your business,
of who you are. So that you resonate
with those people who are going to be
most attracted to that. There's a section for you to craft your about page vision. So the challenges that
your ideal clients might be experiencing when
they're working with you. The outcomes and
benefits that you want them to experience
after working with you. As well as the things
you really want them to know about you
and the work that you do. There's a page here
to help you gather the resources that you need to add credibility to your page. This could be awards
and achievements, or as seen in badges, or maybe you've been interviewed
on some popular podcast. This is where you can gather
all that information. There's a section for you
in order to help gather your testimonials that you might want to include on
your About page. In this, we're looking
for testimonials that are going to overcome
objections that your ideal clients might have. And so I like to
look at testimonials that show tangible,
measurable results, as well as those that
are more intangible, like the more feelings and the emotional
transformations that your ideal clients
have experienced. There's also a checklist here
if you choose to interview some of your past clients and do some case
studies around those, there's some questions that
you might want to ask them. And I did include a sample
testimonial request, e mail. That's something that a
lot of my clients ask for. If you need to go e
mail past clients and gather those
testimonials from them, there's a page in your
workbook here if you want to gather some of the best content
that you've created. This will help you turn your
about page into a hub of where people can find your
greatest hits, so to speak. So use this to sort
of jot those things down and brainstorm what
you might want to include. If this is the section on your about page that
you want to have, I have a page here to help you jot down your
calls to action. I recommend having a
couple of calls to action. Not everybody is going to be
ready to book an appointment with you or purchase your
product or service right away. And so you do want to include that primary call to
action and who is it for, Why do they need it and how
are they going to get it. But I recommend also including a secondary call to action, which might be subscribed
to get a freebie or a downloadable or
something that you have in exchange
for their e mail. So that would be like an
opt in call to action. You can outline that here, the copy that you're
going to include. And like I said, you
really want to be clear on who's this for and why you may want to include a three step process
on your about page. I like to have this
and it's really a high level, how do
they work with you? What happens when
they work with you? So maybe step one is they need to book an
appointment with you in order to learn more about their business and
how you can help them. And maybe step two is you create a tailored plan to
help them get results. And step three is
implementing the plan. I gave an example of mine down below for you as
well on this page. But really keep this simple
and focus on the benefits. How will each step that they
take when they complete it, how is that going to help them? Next, we want to
brainstorm some of the engaging openers
for your about page. And you can go one of
two ways here, okay? So you can go the trouble side, where you're sharing the pain and the struggles
that they might have. Or you could imagine if,
how great it could be. Side where you're sharing
the positive things. I can't tell you which way is the right way for you to go. But knowing your audience, are they more
motivated by pleasure and the positive things that they could get
from working with you? Or are they more motivated by the pain that
they're in right now? And how do they get out of that and how do they
make a difference? And so use this page
to brainstorm some of the openers that
you might want to include on this about page. There's a saying that facts tell in stories sell people
engage with stories. We've been sharing stories
since the beginning of time, so I recommend
including a story in your about page that is going to resonate with
your ideal client. Something that maybe they can see themselves in the story. So for example, this could be a story where you're
talking about the transformation that you've experienced and how you
were able to get results. Or maybe it's something
where you're sharing a transformation that you
helped a client achieve. Something that
basically they get to see why you're so passionate
about what you're doing, draft the story here. And we want to keep the short, remember we don't want
big long sections of text on your about page. We want it to be skimmable,
nice little bites of content. But write your story here. And paint a picture of what's possible for your ideal clients. So that when they
read that they think, gosh, that sounds like me or
I can relate to that story. That's the goal that
you're going for here. We're going to want
to put a scroll worthy headline at the
top of your about page. And so this is a great place
for you to really brainstorm some potential headlines that
you might want to include.
7. Nine Tips for Writing Your About Page: Let's take a look at the nine
about page writing tips. I want to run through this in order to help make
it easier for you when it's time to actually take all these
elements that we've gathered and weave them into the first draft of
your website Copy. The first thing you want to keep in mind is that you don't have to write a lot
here. Less is more. We want to create
little bites of copy that are going to be
sprinkled throughout the page, broken up with
headlines, subheadings, bullets, maybe icons
with pictures. We want your about
page to be skimmable. If there's big long paragraphs and big long
sections full of text, people are going to feel
overwhelmed by that. They're not going to read it. So that's rule number one. Create little snackable
bytes of content. The second one is you want to focus on your reader,
not your business. And we've talked
about this before. This is an about page
and it is about you, but it's really about the transformation that you can help them achieve through
the work that you do. The next thing is your visitors are subconsciously thinking
what's in it for me. And so make sure that is you're writing the copy
for your about page. You're using more you
and less this I that. Do you want to include
their language whenever possible in your copy? So when you do your ideal
client interviews and you get some little phrases that
you hear people saying, you want to make sure that
you're including that. If you can weave
it into the copy, what it does is
it resonates with your ideal clients
and it makes them feel like you're
reading their mind. And the better you
can show that you understand where they're coming from and what they're
going through, they're going to assume that you can help
them get results. And so when you can create copy that includes
their thoughts, their phrases, their words, the way they would
say something, the way they would
talk about themselves, You're going to do
a much better job of connecting with your readers. Next we're going
to take a look at the sections on your about page. We want them to be
distinct sections that flow from one to the next. But each one should have
its own call to action. If you think of someone skimming through your about
page on their phone, we don't want them to
have to scroll way down to the bottom of
the page to find a link. If they're ready to take action, think of your about page in the different sections
that you've chosen to include and write the copy with a call to action
for each section. Next I want to talk about making your about page your own. We took a look at several beautiful about pages
and how they added their personality
and their language and all of these things into the page to really
represent who they are and attract those ideal clients that they
want to work with. When you're writing
your about page copy, make it your own. I'm going to give you
writing prompts in the next video to
help you do this. But you want to make
sure that you're taking those is a
jumping off point. Don't write it word for word, scripted exactly the same, otherwise you're not
going to stand out. And so use this as inspiration, but make it your own,
add your personality. Add the things that you would say and make it so that it sounds like
it's coming from you. I don't want you to
feel intimidated writing your website copy. A lot of people say to me, I'm not a writer. I don't
know how to do this. And the thing I want
to get across is that writing for the web, writing for your about page, or any of the pages
on your website. It's not the same as like
writing a paper for college. You can write like you talk. You can write in a
more casual way. People online are
looking for the message. How does this make me feel? What is this going to do for me? No, I can feel a
little vulnerable, but I want you to relax
and have fun with it. Don't worry so much about the grammar rules if you want to start a sentence with and, or, but go ahead. It's okay to do that. And then that brings me
to the next point and that's Have fun with your copy. Let your personality
come through. I want to be able to read your about page or
any of the content that you create
and I want to hear your voice in my head, right? Like you talk, use phrases. Use some of these
silly words that you might have made up or
things along those lines. Let your personality
come through because that's going to connect
with those ideal clients. The last tip is to
include some keywords in your headlines and in your
image tags in the copy. In subheadings, those things will help the
search engines know what your page is about and how they might be able to
rank it accordingly. Include keywords where you can, don't get really
worried about this, just weave them in so
that it sounds natural. Remember, you're writing
first for the humans that are reading your page and second
for the search engines. So you want to make sure it sounds natural, it flows well, and it makes sense to have that keyword there wherever
you decide to place it.
8. Write Your About Page: All right, so let's
jump into the writing prompts to we're finally
here. This is exciting. Your homework here is to
go through and use this as a jumping off place and
to write your website copy. Now, I don't have every section that you could possibly
include in here. Mix and match the sections that makes sense for you
and for your business. And add sections in. But this is going to
give you the basics of what you might want to
include in your about page. So in these sections you'll see I've got some words
that are bracketed. I don't want this to
be a cookie cutter about page where you end up
sounding like everybody else. So use this as a way
to get it going, Okay, so you're not staring at a blinking cursor
wondering what do I write? These fill in the
writing prompts are here to be that
jumping off point for you, you can change any
of the headlines or any of the phrasing
that you want. I also want to point out
that there is a call to action at the bottom
of each section. I do recommend having a call to action in each
of the sections. Because if you imagine they're scrolling through
this on their phone, you don't want them
to have to scroll too far up or down
in order to find a link to go take the next step if they're
ready to get going with you. And so make sure you're
including those. So up at the top of the page, this is like the hero
area of the website. This is the part where when they first land on the site,
they're going to see this. Sometimes we have a picture
behind this or beside this. But what you want to do is you want to peak their
interest right away. And when they land on this page, they're silently thinking, what do you do and
how will it help me? Okay, so we want to
make sure that with your heading or your
heading in your subheading, that you are going to be
answering this question. And I do recommend
including a call to action right up
here at the top. For people who are
ready, not everybody's going to click that
link right there. But it can be helpful. And this call to action might be to book a discovery
call with you, or it might be for
them to learn more. And they can scroll
down to a section, maybe where you list your offers or something
along those lines. But that's the top part. The next section here. This is really
where you're going to share your social proof. You might share the outcomes
that you help them achieve. You might share some stats. Maybe it's the number of
clients that you've helped or the number of years
you've been in business or something
along those lines. Maybe it's the
websites as seen on, if you've been in
Forbes and Inc, this will be a really
great place to put it. And then here we're
going to get right into the problem, okay? So this is either the
negative or the positive. So you can focus on the
problems or you can focus on the inspiring potential that they could be experiencing
after working with you. So this is where
you're going to share those engaging openers, okay? The bullets that are
going to pull them in. And then again, a
call to action. The next section down is to really paint the picture
of what's possible. What do you help your
clients do? And be specific. I help them achieve
this in this amount of time without this the negative thing
that they don't want. Be clear on that and write
a short paragraph or two talking about the
transformation that you provide. And again, include a call
to action in this section. By this point, we have
shared enough information that you've earned the right to maybe talk about
yourself a little bit. We're going to do this in the way that it
is going to build rapport with your visitors and we're continuing this story. So remember the transformational
story that we outlined. This is where that might go. You might put that here. You might include a picture of yourself here on this
section of the page. Or maybe it's a team photo or something along those lines. Below that you may
want to include some testimonials or
some case studies here. This is the good social proof that's going to build trust. And so I like to share
testimonials that are going to overcome an objection that your potential
clients might have. And so include testimonials
that have measurable results, as well as testimonials that
include intangible results. Some people like
to make a little slider in this section where it slowly will scroll through the different
testimonials that they have, or you could list a few of them. This does not need to be like hundreds of testimonials here. Keep this kind of short and
focus below that section is a great place to put
those three steps to get results working with you. And so step one, step
two, step three, if you remember it might be, click here to book
a discovery call. Step two is we'll create a plan to help
you reach your goal. And step three is we'll
help you implement the plan and change the world. And so that could be what
you put right there. And then the very end
would be your lead magnet, that secondary call to action
if they're not ready yet. Down at the bottom of the page, it's a place for
you to really share the lead magnet and why they would want to opt in and give
you their E mail address. So that is the about
page writing prompts. Remember if you have
other sections, you can pop those in anywhere
that you'd like them to be. And rearrange this in a way
that it makes the copy flow and it makes sense for the content that you
have on the page.
9. Design Tips for Laying Out Your About Page: Finally, I want
to share with you a suggestion for the
about page layout. Now, I want to be really clear here that I first recommend that your about page is designed with the content first
and the design second. The design should be
enhancing to the copy. We shouldn't be taking
copy and trying to squeeze it into a
template and make it fit. And so if you have the need
to add a row or add a column, or add a picture in somewhere to break up the copy and
make it flow better, and make it really stand out, make it skimmable, then do that. Absolutely. But here's
a starting point. If you're staring
at a blank page and you have no idea how
to design these, if you follow the
writing prompts, this is how you might
want to lay it out. Up at the top, you can have an image and then your
headline that you know, how do you help me, what
do you do and how is it going to help me that could be a great
place to put that. And then your benefits
outcome or social proof. So that could be, again the number of people
you helped and how many years you've
been in business or the as seen in badges. That's a great thing to
do right below there, because it's going
to give definite social proof right away. Below that is your
engaging opener, and then maybe an
image off to the side. So your hook questions
of do you struggle with? Or imagine if, okay, so that is where that would go. And then the transformation that you provide is below that. And then an image
of you and your compelling story below that, you might want to include
those three steps and some testimonials. And then it can be helpful if you have
links to resources. So if you're sharing
some blog posts or things like that that you
might want to mention, maybe it's interviews,
you've been on podcast that you've done
something like that, that could be really
helpful there. And then finally, end the
page with a lead magnet. If they haven't taken
action by this point, we want to capture them and make sure that they're
at least opting in. And this is a possible
layout for your about page. And again, I really
recommend that the content comes first, and the design enhances the content rather than
the other way around. Now this layout section is
really for a desktop computer. If somebody is looking at your
about page on their phone, all these things are going
to stack and they're going to be scrolling
in one big long column. But for the desktop, it can be helpful to lay this out using
different columns. And alternating where the
images are and things to create some kind of
energy on the page. If you look here, we've
got an image here, we've got another one here. Another one here. You might have some images from your
testimonials down there. And then maybe you have an
image of your lead magnet. So we're sprinkling up the page with some beautiful
photos that again, capture your brand personality and help people skim the page. We also have the calls to
action in each section. You can lay this out
however you want, but I just wanted to give
you some guidance there. By now, you should have
your about page copy written and you should be
playing with the design. Your next step is
to share with me in the homework section
so that I can give you some feedback and some
suggestions for that. So once you get your copy written and you get it
added to your web page, go ahead and post the link in the homework area so that I can come see it and give you my
suggestions and high five, and congratulations
for getting it done.
Heather Stephens, Marketing Coach, Website & Funnel Design
