Out of all the traditional pages on a business website, the “About” page is the most likely to be a complete dumpster fire when it comes to effectiveness. Here’s how to write a 3-section About page that converts like crazy…
If you’re trying to turn your website from a brochure website into a conversion machine, revamping your About page is a great place to start. After all, the old-school “brochure” is where the idea for the About page came from in the first place.
Go check out those old-school marketing brochures. Without fail there’s some “about us” text. It’s the history of the company, facts about the team, nods to a gazillion years of combined experience, and so on.
It’s all trash.
If you want to be successful at business, understand this: people don’t care about you.
They just don’t.
I know you want them to, but they don’t. Not yet, at least.
People who have never hired you and don’t know who you are only want to know one thing: what you can do for them.
If someone has a busted roof and they’re looking at roof companies, they don’t care that your great grand-daddy was a roofer and that the love of roofing has been passed down in your family for generations.
They don’t care that you have a dog and two kids. They don’t care that you have a degree in history. They just don’t care.
What they care about is:
- Do you specialize in residential or commercial roofing?
- Can you assess my roof for free and give me an honest take?
- If I need a new roof, do you do high quality work at a great price?
If you answer those questions, then they start to care about things like:
- Are you licensed, bonded, and insured?
- How many successful roofing projects have you completed?
- Do you have references or authentic testimonials?
- How soon can you do the free assessment?
- How soon can you start work if I hire you?
See…that’s a lot of questions and we haven’t made it anywhere close to wondering how many cats you have.
That brings us to the first and biggest About page mistake…
The biggest About page mistake…
The biggest About page mistake is this: making your about page about you when it needs to be about what you can do for your target prospect.
If your about page starts out with words like “we” and then follows with more words like “us,” it’s not focused on your prospects.
If your about page contains industry jargon and things other industry professionals might care about, it’s not focused on your prospects.
Let me show you.
I just typed in “Atlanta roofing company” and randomly chose a result. Here’s the About page of the very first site I pulled up…
Here’s the text stripped from that page, along with my thoughts (in parenthesis) and all the “we” type terms bolded:
At Georgia Roof LLC, we are interested in big action, not just big talk (meaningless). We believe the facts can speak for themselves- so instead of giving you a long essay about how great we are, we will just lay the facts out for you, plain and simple (we know you’re biased, so there’s no need to mention “facts”).
- With over 20 years of experience in construction, roofing, and real estate, our team is among the most experienced in the business (So what? It’s not hard to find other companies this is true for).
- We are proud Owens Corning Installers and have a Product Standards Certification. (I have no idea what that means).
- As a family-owned and operated company, we’re able to offer a level of personal service that our competitors simply cannot. (Many are family-owned. And many family-owned companies suck at service. This is meaningless).
- Our roofing contractors are willing to do ancillary carpentry repairs (soffits, fascia, etc.) that are requested by the customer, including paint touch-ups. (Is this really that important? What’s it have to do with my leaking roof?).
- Our customers keep coming back to us for our professionalism, friendliness, and speed of service, combined with our capacity to install roofs quickly. (So you say).
- We have extremely high expectations of our installation crews regarding workmanship and cleanliness. (Don’t pat yourself on the back for things you’re supposed to do. NEXT!)
- Inclusion is important to us, so we operate a bilingual business. Se habla español. (How many of your clients are hispanic? Very few of your prospects care about this).
- We provide a 5-year installation warranty and we will immediately address any concerns that a customer may ever have about job quality. (Is 5 years good? What if the standard is 20? How am I supposed to know).
- As citizens of Atlanta who love our city, we are active in community service. (How sweet – what’s this have to do with my roof?)
- Our roofers are licensed and insured for your protection. (That doesn’t matter to me if I don’t hire you and so far I have no reason to hire you).
And then, of course, the page closes with a really weak call to action: “contact us.”
Is that a brutal takedown? Yes.
But you know what’s even more brutal? Bankruptcy. Weak sales. Spending more on advertising than you should be. Low prices. All of the above.
I’m not just picking on this roofing company, though. This is the standard! This is what I see on almost everyone’s website!
As it stands, that’s a wasted page. There’s an opportunity there to really connect with the prospect, capture the prospect, and ultimately convert the prospect. Instead, it’s full of copy prospects don’t care about.
The only time people really, truly care about you as a person is *after* they’ve done business with you. At that point your relationship with them matters. You can connect on a deeper level.
Before a sale, you’re a nobody. In fact, you’re a potential waste of time and a distraction to your prospect who has a pain point they’re trying to solve.
Section 1: Connect with the prospect’s pain point and how you are able to solve it.
Your prospect is desperately trying to find a solution to their pain point.
They’re not trying to make a friend. They’re not trying to hear about the life experiences of strangers. They’re in need.
This is why they found you in the first place, isn’t it? We can be fairly confident that most people don’t spend hours of their Saturday afternoon browsing roofing companies hoping to hear a great back story.
Of course not. Agree? They found you because their roof is fucked up and they need it fixed. So acknowledge that and tell them how you’ll fix it.
Here’s the two initial reactions you’re going for:
- “Oh, this company understands what I need.”
- “Ah, this company looks like they’re able to help.”
Make the copy on your About page start with those two goals in mind.
Section 2: After you achieve the first two “aha” moments, separate yourself from the pack.
Once a prospect is confident you understand them and are capable of helping them, the next thing they need to know is why they should pick you over someone else.
This is huge for two reasons…
First, if you make a convincing argument here you’ll win the sale.
Second, if you make a convincing argument here you’ll be able to charge higher prices.
If you can’t make a decent argument here, you’ll win less sales and you’ll be forced to compete on price. In other words, you’ll be racing to the bottom.
This is a great time to hit on your unique selling proposition (USP) – the thing that makes you radically different [and better] from all the other choices.
In other words, you need to strongly answer the question, “why should I care about you, though?”
If you don’t have a USP, your bottom line is already suffering, guaranteed. You need to develop a USP and start communicating it.
Section 3: Go in for the kill by tying up the loose ends.
If you do your job right in the first two sections, the prospect has mostly made the decision to choose you already. However, there many be some loose ends to tie up to make them even more confident and seal the deal.
Section three is a perfect time to talk about things like:
- Experience & expertise.
- Licenses, certifications, etc.
- Warranties & guarantees.
- Social proof (testimonials, etc.).
- Speed of delivery & resolution.
What you choose to focus on will depend on your product and service or the industry you’re in. You may not need to include all those things (or maybe you do). Talk to customers and find out what they care about and communicate that.
You should also make sure that you’re always one-up over your competition. If you’re going to cite certifications, make sure they’re the best certifications. If you’re going to cite experience, make sure it’s significant. If you’re going to cite speed of delivery, make sure you’re the fastest.
Never brag about things your prospect can get everywhere else. You shouldn’t be listing things just so you can say, “me too.”
If that’s all you’re doing on this page, you’re not special enough. Your list should be a clear “in your face” to the competition.
Wrap it all up with a strong call-to-action.
Want to know something really strange and awful?
You can convince someone to do business with you and still not make the sale.
It happens more often than you think. Especially on the internet.
If you’ve convinced someone to work with you, you must get them to make contact immediately. Hit them with a strong call to action.
I’ve seen About pages that don’t have a single call to action. The business is hoping that the person on that page will want to work with them so badly that they’ll navigate to another page to make contact.
That’s a huge mistake.
Your call to action should follow two rules:
- It should capture the prospect directly on the page that convinced them.
- The next step they need to take should be absurdly clear.
Let’s use the roofing company above. Their call to action was “contact us.”
Even if that lazy About page convinced someone, the “contact us” call to action has a lot of issues.
- It links to another page.
- It’s not clear on what will happen next.
- What will happen after I contact you? Will I have to wait a week to hear from you?
- Am I contacting you so you can call me? Am I scheduling something? What am I doing?
- Am I emailing you? Calling you? What’s best?
- If I need to call you, what are your hours?
What if instead the call to action was, “It’s time to solve your roofing problem” and offered a button to click. After the click, a form popped up that asked them to choose their need (pre-populated with the top needs of your target market).
- My roof is leaking.
- My roof needs to be replaced.
- I might have hail damage.
- I need an expert to look at my roof.
Once they choose the need, it asks them for their contact information and let’s them know:
- You’ll be in touch within 24 hours.
- Keep an eye out for a phone call from [number] or an email from [email address] + subject line.
- Make sure they answer phone/open email because you have a special for first-time customers.
On top of that, be even more savage. Pixel them with a Facebook pixel and start hitting them with retargeting ads on Facebook if they leave the page without contacting you.
That, friends, is how you rock your About page.
If you want more on how to write great copy that converts, check out Episode #002 of the Six Figure Grind Podcast: 9 Copywriting Tips That Crush with Nathan Fraser.