7 About Page Mistakes That Could Be Costing You ClientsApr 29, 2022
Your About Page is one of the most visited pages on your website. Actually – it comes in second only to your homepage! This is the hub your clients gravitate towards to get to know you, see if they like you, and decide if you can help them solve their problem and get the results they want.
Your About Page has a lot of power. It determines if your clients stick around on your website and even explore your other pages, such as service or sales pages. On the flip side, it can even lead them to hit the back button and never come back.
With all this in mind, it’s incredibly important that you, as the owner of your business, take advantage of this prime real estate and write your About Page so it builds trust and differentiates you from people who provide similar services. It’s important to let your personality shine through – but it’s SO. MUCH. MORE. than a bio or list of credentials slapped on your website.
Throughout the past (over a) decade that I’ve been in my business, I’ve come across countless fempreneurs who have severely limited their sales because of the mistakes they’re making on their About Page. So, today I’m going to walk you through 7 common mistakes I see fempreneurs making on their About Pages that are keeping potential clients from saying a big bold YES to hiring them for their services.
About Page Mistake #1: Making It All About You
You might think that since it’s your page, it should be all about you – your journey, your awards, credentials, story, etc. However… Most of your potential clients don’t really need this information to hire you. They care about who you are and what you do in relation to what you can do for them. You have to connect the dots and speak of yourself in a way that relates back to your clients.
About Page Mistake #2: Leading with Credentials
I know you’ve worked hard to get to where you are today, and you probably have impressive credentials to back up your work. There absolutely is a place for this information on your About Page, but it’s not at the top.
Your primary goal is to get readers engaged immediately when they click onto your page, and your credentials aren’t going to do that.
About Page Mistake #3: Rambleing on and on About Your Story
Your Brand Story is an incredibly important part of your brand! However, going into every minute detail of that story on your About Page will take up too much real estate and risk your reader getting lost in all that text. Rather than sharing your entire story, sum it up and keep it interesting. If you feel it’s absolutely necessary to tell your whole story, a great way to do that is through video that you can embed onto your page!
About Page Mistake #4: Writing in a Stuffy, Overly-Professional Tone
Throw out everything you know about writing an academic paper (for now) - you won’t need it here! When it comes to your About Page, and really your entire brand, you need your personality to shine through and be relatable. This is how your potential clients will decide if they want to work with you or not!
About Page Mistake #5: Not Including a Next Step
I say this all the time, but if you want someone to take action, you need to tell them what action you want them to take! After reading your About Page, your website visitor will likely feel inspired to work with you (especially if you follow my About Page template inside the Impact Tribe!). Send them to your Work With Me Page so they can explore your offerings, and from there you can ask them to purchase or schedule an introductory consultation.
About Page Mistake #6: You’re Hiding
You can’t hide on your About Page! This is where your potential clients go to get to know you. A few things to remember are that you need to have at least one photo of yourself, and you need to share your personality, values, perspective and approach with your reader. You know what they say, “a picture is worth a thousand words.” Be sure to share a photo that portrays your personality so your potential clients can see the person behind the screen who they’ll be working with!
About Page Mistake #7: Forgetting to Include Social Proof
Social proof, such as testimonials, places you’ve been featured, awards you’ve won, results your clients have achieved, brands you’ve worked with, etc. is important to include on your about page. While social proof isn't limited to your About Page, sharing it here (on the second most visited page of your website) will help build the trust your ideal clients need to choose you as their guide.
So, go check your about page! Is it making any of these mistakes? If so, then it’s time for a little refresh. Not sure where to start? I’ve got you.
Inside the Impact Tribe, there’s a course and templates to help you write your client-attracting About Page copy. Simply fill in the blanks and let your new about page do the client-attracting work for you! Want in? We’d love to welcome you! Learn more and join us today to get immediate access to this course and more at the link below.