In this video, I’m diving into the nitty gritty of how you could take advantage of one of the most trafficked pages on your website, some of the best real estate you have online, and that is your About Page. Your About Page is one of the first places that new visitors are visiting when they come to your website for the first time. They’re going to your About Page because they want to know. Whoa, I would really like to read this person’s entire life story in great detail. No. However, that seems to be what most of you think you should be putting on your About Pages. Newsflash. Your About Page actually isn’t about you.

When new visitors come to your site, they’re wondering a few things. Why should I care about this website? What’s in it for me? What am I going to get out this experience? Can this person help me?

Unfortunately, very few About Pages are actually answering these questions, which is such good news because it’s going to make it really easy for you to make your About Page stand out from the crowd and be much more effective than those that are already out there.

All right. There are three main things like I said that you’re About Page should be doing and those things are, number one, telling the new reader what is in it for them. In this place, this is where you’re telling people what your business does in the sense of how it’s going to help the reader to achieve their goals.

The second thing that your About page must do, and I highly doubt it’s doing right now, is getting people to take action. We want people to take some kind of action to engage in your community and become a part of your tribe. Otherwise, they’re going to visit your website once and you’re going to lose that person forever.

Then thing number three that you must be doing on your About page is positioning yourself as an expert. This does not mean sharing your entire life story in great detail. This means positioning yourself as an expert, so we’ll talk about that.

#1 Show your reader how your business can help them

Let’s dive into the first goal, which is showing your reader how your business can help them. The way you must do this is start with a great opening line, which shows the reader if they want to keep participating in reading the page or not. After they read the opening line, that should make them to want to continue reading, and that opening line should really be the elevator pitch for your business. In essence, you should be saying, “At X business, we help this type of person to achieve this type of result.” This opening line then sets the stage for you to give a brief origin story of your business where you can share the why of what you do.

As Simon Sinek says, “People don’t care what you do, they care why you do it.” Again, this doesn’t mean getting into your personal story unless it is helping to show the reader why what you do is so helpful for them. Remember, it’s all about them, not about you.

#2 Get your new reader to take action

And then that brings us to step number two, which is to get your new reader to take action. Now that they know that your business has something that they desire, we want to make sure that we offer them something as a way to continue to build a relationship with you and to join your tribe. This is where you’re going to want to give them an opportunity to join your email list by subscribing for your opt in offer. If somebody comes to your website and gets on your About page and does not have an opportunity to opt in to your website, you are missing out on a ton of potential revenue in the future.

#3 Position yourself as an expert

Then, finally, the third thing you need to do on your About page is position yourself as an expert. You must do this. It does not matter how new you are to the game. You have to position yourself as an expert to the people who you’re trying to serve. To position yourself as an expert, you should have a professional bio. This does not mean a long-winded story and nor does it mean doing something written in the third person. Your bio should be written in the first person. We all know you’re writing it and you need to have some personality thrown in there.

Here’s the type of stuff you want to put in that bio section in order to show all of your credibility.

1. Share how you got into this work to give people a little bit of context about your life.
2. Share a couple of soundbites from your personal journey. I’m talking about a couple of sentences here, not a couple of paragraphs.
3. Make sure to share any formal education, trainings and certifications that you have, or anywhere you’ve been featured or anything that you know is going to build credibility for you, like logos and other things that people like to see in order to feel like, “Oh, you’re the real deal.”
4. Mention any notable achievements in your field or chosen career path. It is absolutely okay if those things are not exactly the work that you’re doing now, as long as they’re somewhat in alignment with the work that you’re doing.
5. Your personality. Don’t write a stuffy bio. Add some flare in there. This is all about branding and using your voice, so make sure that you read it out loud, and then it sounds natural to you in the way that you would speak to a friend and not in the way that you would write a third-person bio working for a corporation.
6. High quality headshot of you. Please show your face on your website. It makes a world of difference.

When all else fails, you can always go look at examples of other people’s About Pages to get inspired. Just keep in mind that as I mentioned in the beginning of this video, most people’s About Pages suck. They are boring. They don’t do any of the things that I talked about in this video. Definitely don’t compare yourself to mediocre about pages. Make sure to use this formula. But you can also find inspiration from what other people are doing online.

If you loved this video, make sure to give it a thumbs up below, and please subscribe to my channel right here if you haven’t already. It means a lot to me. What I would love for you to do as a little bonus action to get you started is I want you to leave your business’ elevator pitch in a comment below. This could actually be the opening line of your new About Page and it’s going to get you started and maybe I can even leave you a little feedback. Thank you so much for watching this video and I will see you next time.