Why Your Clicks Don’t Convert to Clients – and a Quick Fix
Want potential clients to actually order your services instead of bounce from your site?
Then, you need the right About page.
As the second most visited page on any website, people want to know who they’re dealing with and what you have to offer them.
Think about it. How often have you seen someone’s profile on Twitter, jumped to their site, then leaped over to their About section (before you even read past the name of the site) to see what this guy was — well — about.
Once there, you dove as fast as possible for the back button. You couldn’t read past his “hook” because it didn’t “hook” you at all. So you bounced.
“John was born in Westchester. Married and living with his 4 cats and a dog, he has been writing copy for 25 years.”
YAWN.
Apparently John hasn’t upped his marketing technique in that long either. Don’t do what John did.
Don’t Forget It
John set up his website many years ago and totally forgot it. He continues living old school style. But, he isn’t gaining new clients from it.
People visit your site every day, but you haven’t made time to sleek out your About page so you can rock those gigs right into your hot little hands.
We’re all crazy busy. There are so many hats we have to wear that we lose track of some, but you can’t do that.
You’re a freelancer and, in this millennium, you’ve got to wear all your hats well.
Failing to capture your visitors with information they need guarantees they’ll never even look into your services – much less order them!
Take 10 Minutes and Make Your About Page Sparkle
It doesn’t take long to turn your page into a superstar of an About. With a little formula, your talents, and 5 seconds of planning (Ok, maybe 5 minutes), your About will start snagging clients with the amazing hook that only you know how to deliver.
First things first, do you know what you do? Who are your clients? Why do people need you? What do you do best? What projects really make your skills shine?
Not sure? Find out – ASAP.
Knowing the answers to these questions means you know your readers. And that’s your key to keeping them on your site.
Here’s Your Simple 11 Step Formula to an About That Converts
- Write to the clients that need you most.
- Start off with a hook that rips away at their wallet.
- Tell them how to fix their problem.
- Show them examples of where you’ve done just what they want you to do.
- Let them know what people think of your work.
- Show them what they’re going to get out of your service.
- Make them an offer they can never refuse.
- Kill their doubts and fears with a powerful guarantee.
- Give your Call-To-Action.
- Let them know you’re booking fast, so if they want in…
- ALWAYS PS at the end.
After you’ve done all this, feel free to interject the personals that make you uniquely you – after all, this page is about “you” – isn’t it?
Using this formula, hit your About page now and start converting clicks into clients.
Photo credit: Some rights reserved by Pressmaster.
Leave a Comment
Thanks so much for this insightful post. I THINK my About page is OK…but now I’m unsure!
Do you have an example page you might be able to share? It would be really helpful to read a winning About page…
Hi Kat!
Thanks for your comment! An awesome example of an About that is powerful is Copyblogger’s. Theirs is customer centered, well-written and to the point. You can find theirs here: http://www.copyblogger.com/about/.
If you need help, I also do Abouts and other profile writing (for social media, etc)! Drop me a line at taniadakka (at) gmail (dot) com:)
I agree with Kat; this could have been a great article with an actual example or two – there’s a huge gap between this checklist and reality.
“Hooks are important” – great, but how do you add a hook to an about page? What does that mean?
You’re absolutely right, Derek! Examples would have made it easier for readers! In the meantime, take a look at the Copyblogger’s about page that I listed for Kat.
Also, when you consider who you want to hook with your about, you want to write a line or two at the beginning of your page that keeps them there. For example, if you’re a fiction writer and your audience is mostly your readers, you’d want to write a headline that appeals to them like “Waiting for the next sequel in the Rockin Rebels series?”
Like in the Copyblogger page, they start with “Want more traffic?” because their “right readers” are the ones that want to bring more readers to their blogs, etc.
Men With Pens starts theirs with “Want a brilliant website design that helps pull in clients and customers?” because their right readers are people look for a new site design.
The key is to make your About page about what the customer needs by writing to what they’re looking for.
Thanks for taking the time to let me know how the article could have been better! I really appreciate the feedback!
Thank you for this post. I will be sure to apply some of this for my business. Thanks again.
Thanks, Brandon! I’m glad to hear that! If you need any help, feel free to contact me! Your design is great and you can take it to the next level with an awesome about page!
Tania,
I have to agree with the other comments here. Although you have outlined some great “needs” for an about us page some examples of how to best implement each of these would have made this article much better.
I am not 100% sold by the example site you have given – at first glance I am not impressed. I am always looking for new tutorial / article writers to start following. One of my key rules for following a new writer and believing in their content is to have a look at their website. When I view the website that you have listed I don’t truly see the suggestions you have outlined here on your website about page.
Building credibility should start by implementing the content your suggesting to others.
I am finding more and more that writers are writing for the sake of writing. You make some good points here – they need to be expanded upon though.
Thanks for the awesome feedback! I love learning and growing as a writer and words like that help me do just that!
Have a most awesome weekend!