Do me a favour; it won’t take you long I promise…
Login to your Google Analytics account and navigate to Content, now select Site Content >> All Pages.
You should now see a list of the 10 most visited pages on your website.
I bet you a picture of Miley Cyrus twerking that one of them is your About page…
What do you mean you don’t have an About page?
Did you know that for Pat Flynn of Smart Passive Income the about page is where the highest conversion rate for his email list occurs, and considering Pat is turning over mid-six figures a year from his blog you might want to pay attention.
But Chris you hypocrite, I hear you say, your personal blog doesn’t even have an about page, what are you talking about… I know I am useless and have spent the last year missing out on tonnes of new email signups and new business but this is a case of do as I say not do as I do… a bit like Google.
I imagine that you are like most bloggers and do not bother updating your about page more than once every few years. That is a huge error, because you do not want to leave outdated information on your about page.
When someone bothers to click on that little link to your about page they expect to learn more about YOU and your business. They are inviting YOU into their lives, they are contemplating doing business with YOU. This is your opportunity to sell yourself, you are being interviewed here.
Nobody likes being interviewed I know, but this is easy, you don’t need to put on your stuffy best suit and talk to their face. You just need to craft some copy that is persuasive. Thankfully, Cialdini has given us the six principles of persuasion to help us here and I am going to show you some ways that you can use them for your About page.
Essential Elements of an About Page
The objective of an About page is to help people connect with your personality after reading your blog. You want to give information about yourself and your background, while trying to make the page sound as friendly as possible. The layout I recommend below will help to funnel their attention to your offer.
Section 1: Headline
The headline for your about page needs to be as classy, persuasive, and exciting as possible. There are so many great about pages that will start off with “About X” as the headline. The rest of the content may be fantastic, but that boring headline could drive a lot of people away from your page. And it is not just about having a headline stuffed with all your keywords; you need something that will connect with your reader and encourage them to read more about your life.
Just check out this intriguing headline from Gummisig, not only is it interesting but the typography draws your eyes down into the text on the page.
Section 2: Introduction
A photo is a must somewhere on your page. If people do not know what you look like, they will be hesitant to recommend you for a job or to their friends and family.
When you are writing your introduction, try to keep it as simple as possible. You do not want to ramble on for two or three pages as that will bore anyone who is reading. Be concise about yourself, your website, and what the readers can hope to gain from sticking around and reading other articles on your page.
Spread the information into short and detailed paragraphs, making it easy for the reader to switch from one point of information to another. For example, paragraph one can talk about the site, paragraph two can talk about you, and paragraph three can talk about your interests/hobbies/other passions. By injecting your personality and a little humour you can come across as likable.
Ensure that your name is visible on your blog or on your About page. Many writers prefer to remain anonymous, and will use Twitter or Facebook names on their articles. However, if someone wants to contact you about a business opportunity, they will want to know something close to your real name.
A great example of an about page that injects a little humour is Less Films.
I’m not saying that you need to be the next Chris Rock here, but adding some personality to your about page will certainly help to set you apart from your competition, and you never know it might make your page more linkworthy.
Section 3: Testimonials
While people can look at your credibility from your work, it never hurts to add an extra bit of self promotion. Have the next area of your About page dedicated to testimonials, quotes, and other anecdotes from friends, family, and famous people who may have read your work. These anecdotes can be placed as quotes, simple text, or copied Tweets and Facebook posts from the original sender.
Quotes add another layer of personality and humanity to your work. Not only does it show your readers that you are worth spending their time on, but it demonstrates your appeal to other personalities around the world.
Just check out all the great testimonials and social proof that Jason Acidre has on his about page.
Section 4: Personal Story
After taking the time to introduce yourself, and having other people vouch for your credibility, talent, and personality, it is time to tell people more about yourself. Tell them everything about yourself that you deem relevant and interesting. You can mention your age, where you live, how many cities you have visited, whether you are married and/or have kids, and where you went to college.
However, it is important to keep in mind why people are on your website in the first place. They are not there to get your family history or to see how old your kids are. They want to know more about you so that they can decide whether you are the right person who can help them. Whether you are going to be providing them with a service, a product, or some great reading material. Present yourself in a way that is genuine, believable, humble, and attractive. The goal is to sell yourself without making it appear as though you are trying to sell yourself. Do not let any of this page sound sales-y, otherwise it will drive people away.
Fair play to them Moz get their personal story out there really well crafting a well designed and illustrated timeline of the last 10 or so years.
Section Five: Closing the Deal
There are many reasons as to why you may start a website. It may be to promote your books, share articles that you have written, or to help generate customers for your new business. Whatever your reason, it is now time to encourage customers to take action.
A good idea here is to ask your visitors to make a commitment. People like to be seen as consistent which means that once they have publicly committed to something or someone then they are much more likely to carry through with that commitment.
What you can do here is ask your reader to commit to something small and free such as to sign up to your email list and in return receive something in return such as an ebook or an auto-responder series to help them achieve their goals.
By this point you don’t want your call to action to be too conservative; if it sounds too obvious it’s probably perfect.
Avoid the conversion killer phrases such as:
“If you are interested…”
“Don’t forget to…”
“Feel free to sign up…”
For a good example of an about page with good call to actions just check out Social Triggers.
Derek has 3 simple email forms on his page, it’s not difficult to know what he wants you to do. His formula for his about page and CopyBlogger’s are very similar:
- Opt-in form
- Social proof
- Opt-in form
- Personal Story
- Opt-in form
Rambling on and on about useless things is a mistake that many people make with their About Me page. Keep the information short, concise, relevant, and informative.
If you would not want to read the information on someone else’s About page, do not have it on your own.
If you need help improving your website then offer a website review service for only £599, which also includes an SEO audit – giving you a complete roadmap to rebuild your site the right way.
PS Don’t ever tell me I’m inconsistent