May 1st, 2012
How Important Is Your About Page To Your Launch?
You’ve got plenty on your plate when you’re in the middle of or just planning your next online launch.
I’m about to share another piece to the puzzle which might be more important than how your landing page looks.
To give you an idea of why it’s so important…let me point the finger at myself and share my own “About Page Smackdown”.
The #1 Reason Why Your About Page Can Make or Break Your Launch
About a month ago (ok you got me – SEVERAL MONTHS AGO), I realized I needed to make some changes to my own page. Something wasn’t right – didn’t seem to fit anymore. I knew that it had been written when the focus of my content was more personal development + productivity related. <<This is the one just prior to the current!
After fully embracing my passion for business and supporting online entrepreneurs through their launches, I knew that it needed to change…again.
How did I know my about page was out of whack?
Well – I still got calls about Pilates – and I haven’t taught in more than 2 years. That was a huge hint.
I also got people asking me about health and fitness coaching. Never done that.
Ok – something’s not jiving, right?
So – I got the help of an amazing copywriter to make some big changes to the page. Check it out here for yourself.
We talked about all the new things I was offering, my need to not wipe the past away, but make it super clear what I do and at the very least that I DON’T teach pilates anymore!
What I’ve learned about getting this page right
As I connected with more and more people through blog posts, email, and social media, I realized I needed to make it even easier for people to get to know me.
Why? Well, the rumors are true – people buy based on who they know and like and usually someone they trust. Go figure.
Here are some obvious positives to a well developed about page
*You’ve likely have heard about some of these before:
1. An about page gives people a chance to get to know you and see that you come from a similar place than they do.
2. It establishes you as an expert on the topic – and that you have used your knowledge with other people.
3. It allows people see to your personality and help them decide if they like you. Believe it or not – this is a huge part of decision making.
When I like someone – their demeanor, the way they express themselves, it makes me want to learn from them. And I know I’m not alone.
Do you buy from people you DON’T like?
Exactly.
Some About Pages That Do Their Job Well
- http://socialtriggers.com/social-triggers/
- http://nathalielussier.com/about
- http://thinktraffic.net/about
- http://www.sarahselecky.com/about/
And of course… I like to think that my about page helps you get to know me, but it’s one of those pages that will evolve over time as I do.
Time For Your Own Smackdown
Ask yourself these questions to improve your about page…even if you aren’t planning to launch for several months.
1. Is your about page aligned with your launch's overall message? Read through it yourself, have other trusted people read through it and give you their impressions.
2. Do you share sufficient proof that you are awesome at what you do from past clients? Nothing like a little social proof to up the potential customer's belief that you have the experience and knowledge they need!
3. Am I showing my true personality? Don't be afraid to put your personality into the about page. This doesn't have to be some stiff, corporate bio. Be you!
4. Did I include at least one opt-in form on the page? Make sure you add at least one opt-in form to your launch interest list – so you can capture people on that page – while they're getting to know you!
Spend some time over the next week making any necessary changes to your own about page.
Share your about page link in the comments below and tell us what changes you've made or what you plan to change!
And as always – if you like it share it – I really appreciate it!
Love this topic Anne, and I feel like the About page is a constantly moving target… especially for evolutionary entrepreneurs who are constantly switching things up. 😉
Thanks for highlighting my page!
My pleasure Nathalie! Love your about page and think that as you’ve evolved – it’s managed to stay really true to who you are!
And I totally agree – it’s a moving target for me too! You want it to say so much about you, but if you’re interests change and new passions become public, you gotta make sure to include a hint to that!
Thanks for commenting!
There sure is a lot of manifesting going on today. Anne, do you have some sort of secret laser vision into my brain or something? My next task for today was to tweak my About Page for my site. This is the perfect article to steer me in the right direction. I especially appreciate the part about making sure it ties into my overall product launch.
Thanks as always!
Kat
That’s hilarious! I just noticed my url up there. Awww, so glad you like it! With the re-branding of my biz and site though, I’m going to have to tweak it a bit. Tweak it, so that it fits in with the overall product launch, just as you said. THANKS!
Hi Anne,
Updating my about page (or even having one!) has been on my to-do list for – hmm, let me see… – about two years now. It’s one of those things that every time I get down to it just comes over as plain old boring – I know I’m not THAT boring! So it gets shelved.
Thanks for the gentle push to finally sort it. I’ll look for inspiration in your examples and I might have to call on our mutual copywriting friend for support!
Cathy
I know you are in the re-branding phase, but I really love your about page! That’s why I featured it!
Lauren’s wonderful! I felt like she really got me and what I wanted to share for info – she took the facts and made them sound glorious!
Glad to provide a loving nudge to you!
Anne, thanks for the prompt. I’ve had a go at updating my about page. I’m a recent convert to websites, blogs etc…
It’s a very steep learning curve, made much easier by people like you who share their knowledge and experience.
Kind regards, Brian
Anne, this is great timing! I am in the midst of a rebrand of my whole business and changing my entire website is feeling like a huge task! But what you say is true: I am getting requests for work that is not front and center anymore. Gotta make changes quickly!
Beautiful insights.
I think my About page might need another refresh. It’s close to what I want it to say, but I leave a lot of details out. I also underestimated how much people value credentials. I now realize how our About page is a great chance to stand out among the crowd.
I realize the big deal is showing congruence. For example, the better I can address the question of “why explore my stuff”, the better my About page is doing its job.
J.D., I totally agree – with making your about page the answer to the question “why explore my stuff”! It’s hard to have it all mesh all the time because we evolve. Taking a peek at the page before a launch or even just periodically throughout the year is a good way to make sure you’re story is relevant to what you’re offering! – Thanks for leaving such a thoughtful comment!
Are we ever going to meet up? I know I’m the one who’s a hermit most of the time, but I think we live close to each other, right? Are you going to world domination summit?