You are coming to a web entrepreneur’s blog and want to know a little more about them. Directly, you click on its “about” page, and once on it, you move your cursor slowly down. Looks like he doesn’t want to hurry. You who just thought you would see what the owner of the blog looks like in 3 seconds, now you are taking your time …
You are completely glued to this page, you are as if hypnotized. You read it: it seems to speak to you, to be destined for you. You suddenly discover a connection between the blogger and you. You even seem to know it already, because what is written seems to have been done just for you. And as soon as you finish reading, you go directly to the “Contact” page.
Have you ever experienced this scene? This is what happens when you land on an “about” page that completely taps you. A good “about” page captivates the reader and does not give him time to escape. When you read it, you are immediately thrilled. You are like this young man who falls in love with the girl on Rue 22.
Do you have a blog or website? Do you also want to have an “about” page that captivates your readers? Is your current page a disaster and is reputed to scare away your visitors? If you find yourself in one of these cases, then this article is for you.
Imagine this: you hire a professional web editor to optimize the content of your site. After he fixes it, you update your site and open it to the public. The next day at 11 a.m., you visit your Google analytics account and find with surprise that one of your pages has hit more than the others. In fact, this is your “about” page. It is so efficient that visitors spend an average of 3 minutes there. Your face is getting younger, your eyes are sparkling with joy, you are swimming in happiness.
Bingo! You have struck the right blow. But that’s not all. As soon as you go into your professional email, you will notice that you have received 5 messages. In fact, these are prospects who believe that you are the one who can meet their needs.
Tell me, if it happened to you, wouldn’t you be the happiest in the world? Having such a page is possible. You can get it in two days as long as you take action today.
Did you know that the “about” page is the second most visited page on a site or blog? If you neglected it, you made a huge mistake. You lose a significant number of customers for your business, which makes thousands of euros flown away.
Many companies and owners of blogs and websites also make other mistakes:
Error 1 : They pay little attention to their “about” page because they imagine that only the service page needs to be optimized.
Error 2 : they write this page themselves. Is it really wrong? No, as long as you have mastered the techniques of copywriting and the art of storytelling. Is this your case?
Error 3 : They delegate this page to a friend or a low cost editor. The friend does not know the secrets of successful pages, as for the low cost writer, he is in a hurry to finish your content as quickly as possible, because with the small remuneration he receives, he is forced to produce a lot to exit.
And that’s your sloppy job.
If you want to reach the Holy Grail, you must entrust your page “about” to a professional web editor or a good copywriter who can write captivating texts.
For your information, here are the 3 main objectives of a successful “about” page:
- Present your blog to make you want to read your articles;
- Create a strong connection with the visitor: he must be able to relate to your ideas, to your values;
- Push him to subscribe to your blog or to bookmark yourself.
To understand how it goes, let’s try to trace a visitor’s journey on the site.
- It arrives on your blog through a comment on another blog, search engines or a link in an article;
- He will read your article and head to your “about” page. If he finds it interesting, if he finds a connection between you and him, he will continue to read other articles. Otherwise, it will leave your blog;
- After reading a few articles, if the style pleased him and if the content is valuable, he will subscribe to your blog or put you in his favorites.
In short, this is the succinct journey of a new visitor to your blog.
So you understand, your about page should be able to force the reader to do more actions. Briefly, he must fall under your spell and be a fan of your blog. If you manage to do this, I can assure you that you are well on your way to making 2017 a record year for your activity.
Your page should be some sort of sales page. Not that you have to sell your products or services there, but that you sell your ability to meet the needs or solve the problems of your typical target.
The 4 elements of an “About” page
The matter is therefore settled. But what makes a page about success? What are the ingredients that make it up exactly? From my point of view, there are 4 elements that make up this page. There may be some variations depending on whether you are on a blog or a website, but the basis is the same.
1. Introduce yourself: the blogger or the entrepreneur
When you arrive in an unknown place, it is necessary to know who lives there. It is therefore up to the owner to introduce himself.
Give your first name, last name, or a nickname if that suits you. Then tell a little more about your story, your professional or personal journey, what you can do, how you got there, why you had the idea to start this blog. Also discuss how you can help your readers.
Do everything to stay human, natural. Talk to a friend, be cool, be nice.
Also put a photo of yourself. No need to put your photo on which you are too serious, such as a suit and tie with four pins. At most, you can add a video if you’re open or outgoing and comfortable in front of a camera (like me).
2. Explain why this blog exists
This is it, it’s time to show that you are unique. You have the floor, so let yourself go.
Tell why readers should follow you:
Is it because you have experience they can take advantage of?
Is it because you want to share your story with them?
Is it because you want to accompany them?
What should the reader be able to get from your blog?
As we say in English: what is there for me?
This is an opportunity to prove that you are not just a blogger, because why are you reading when there are thousands of other bloggers? So you have to convince them that you are THE person they should contact.
Highlight the results you have achieved, show your success, post testimonials. All these elements are intended to legitimize your blog.
3. Introduce your blog
How to browse your blog? What to find on your blog? Present it at this level. You can introduce the different sections of your blog and conclude with a brief explanation if possible. And at the end, you can put some useful links from your blog.
Now is also the time to talk about your publishing pace. What tasks will you be doing in the weeks or months to come? Are you going to participate or have you participated in events? Specify them. It is important to schedule meetings for your readers.
4. The optional sections
You can put links to interesting pages or articles that have performed well over time. This allows old articles to be traced back and the reader to know a little more about you from your beginnings.
For example, you can write: “Discover our 5 best articles” by putting a link to these articles.
You may have a landing page where you can offer an ebook to newcomers for free. This is an opportunity to clarify it. Finally, you can also put an email capture form.
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2 powerful techniques to boost your “about” page
Do you want to know the difference between an “about” page that hits the bill and one that leaves you speechless? I assure you that it works miracles. There she is : storytelling and the proof.
Whether you use them in the introduction or in the body of your page, they create strong connections and inspire confidence.
Technique 1: Storytelling
There is an approach that you must absolutely master if you want to boost your page about: storytelling. You have to master the art of storytelling, or hire a copywriter who does it well.
What is storytelling? This is not a new science. It’s just the art of telling stories or experiences that capture the attention of the audience or an audience.
Today, companies and startups have understood its merits. Like them, you must do the same. Introduce your “about” page with a credible story (good or sad) that will touch the heart of your buyer so that he identifies himself and is thus seized by his own feelings.
The best way to tell a story that sticks? You have to tell a story in which the reader recognizes himself. Your story should be able to bridge the gap between what you have to share and your own life. You can also start from the experience of a client or a loved one to reach the situation your reader is experiencing in order to assimilate it into this experience and create a connection.
You will see, he will quickly feel concerned. It works thunder.
Technique 2: The proof
In a world where everyone improvises as an expert, you have to prove that you are THE person to contact. You will not be able to attract membership or convince others if you do not show that others already trust you. It’s sometimes difficult, but that’s how the world works. So how do you do it? We must reassure.
Here are some approaches:
- Put testimonials from customers, partners and even colleagues if possible. It humanizes and authenticates;
- Put the logo of the companies with which you have worked;
- Show the figures of the results achieved: have you sold a large number of products? Have you had multiple clients? Have you risen in rank?
4 examples of “about” pages
Example 1: The Contentologist
The second line of Sophie’s “about” page addresses her target directly and presents her mission. No need to go 1 kilometer to find out what the blog is going to talk about. Interesting isn’t it?
Example 2: Traficmania
Find out how André Dubois immediately presents the mission of his blog: the target reader feels welcome.
Example 3: Olivier Lambert
The Canadian blogger and marketer highlights the benefits he brings to “rebel entrepreneurs.” He adopts an expert tone and that is what he is.
Example 4: The agency 1min30
Here is what the “about” page of the agency specializing in Inbound marketing 1min30 looks like:
Thanks to their approaches, a community of readers who regularly reads and shares their content was very quickly created. Take inspiration from it, copy what strikes you and create your own in the same spirit.
As you can see, the “about” page is the most visited page on your blog. 96% of your visitors consult it, so pay particular attention to it. Always tweak it, improve it over time.
If you do it yourself, apply the techniques presented in this article and adapt them to your case. If you don’t feel comfortable, hire a copywriter who knows his job. You will see noticeable changes.
And maybe in a week, in a month, or a good morning when you don’t expect it, your success will come from there. A client will write you a 4 page email and end with: ” you gave me hope you changed my life“. So it’s up to you!