Write Your About Page - 5 Steps to Connect & Convert

(energetic music) - If I can name one thing in building your brand platform that is universally the hardest thing for everybody, it's writing your about page. In this video, I'm going to share my five step framework to writing an about page that not only connects with your ideal clients, but converts them into clients and customers. Hello, this is Kaye Putnam, I am the psychology-driven brand strategist, and I help entrepreneurs, like you, change the world with what you know. I am so excited that you are watching, please press that subscribe if you haven't already. (pops lips) (laughs) Let's get into it. (energetic music) The about page is (exhales) so hard, because we're in this place where we want to be liked, and connect with the right people, but we don't want to sound like a self-absorbed nincompoop, or this, I dunno, blah, corporate robot, either. So, what's an entrepreneur to do? And on the other side of things, your about page is one of the most important pages on your website. When somebody comes to your site, if you check your analytics, I bet you'll see that your about page is one of the most trafficked pages on your entire site. It's because people want to connect with the people behind the business. They want to see if they like you, and if they trust you, and if they want to work with you. It gives that personal context that people are craving from businesses. So if you do your about page really well, it can mean that you convert much more clients. But if you don't do it well, you're missing out on a key opportunity to connect. (energetic electronic music) All right, so the five part framework all starts with the letter C, and the first step is context. The about page is a little deceiving, because yes, it's about you, but it's more about you in relation to them. And the first thing that (laughs) they're wondering when they come to your site is, am I in the right place? Is this for me, is this person going to help me? And you need to answer that question first before they will continue reading. There's an old quote about, "People only care about you "if they know that you care about them." And that's what that context piece does. So, you need to first focus on connecting with your ideal client, showing them that you know who they are, and you can help them. So that's piece number one, context, on your about page. That might look like just saying, I'm a brand strategist for entrepreneurs who want to build more human brands that connect with your ideal clients on an emotional level. And I can help you do that, here's the rest of the about page, (laughs) that we're about to get into. So, keep it simple. You can also see, on the top of sales pages often, you'll see, is this you, or does this relate, can you relate to these statements? And that's also an effective way to provide context. So, connect with people on the level of their symptoms, to show that you have the solution that's gonna solve their problems. Step number one of the about page, context. The second C of the five step framework, is to share your credo. (upbeat rock music) So this is where you get to shine, and you get to segment your ideal clients, and repel the ones that you don't want to work with. It also connects on a very human, and emotional and psychological level, so it's a very powerful tool to put right up on top. Your credo is what you believe. It's your unique point of view in the market, it's your opportunity to connect your brand to something that goes way deeper than just the product or service that you're selling. So step two is the credo, you could have your belief statements, you could have just a manifesto statement, whatever you can put that shares, this might be a little bit overused, but the thing that shares your why, or the unique way that you look at the world. (upbeat electronic music) Step number three is credibility. So once we've established the fact that, okay, yes I'm in the right place, ooh I like this person, 'cause they connect with me on a deep level. The next thing that your ideal clients are going to be asking themselves is, okay, do I believe this person? Is this actually believable? This sounds way too good to be true, this person (laughs) is solving all of my problems. And that's where credibility comes in. And it maybe is the most uncomfortable piece, but it's so important, so so important. So, ways that you can add credibility to your about page, is to include logos of past clients, or certifications, or publications, that you've been featured in or have worked with. You can talk about the number of clients you've helped. Any monetary case studies, or, maybe you've managed a specific book of business, that was a specific size. Whatever that you can do to back up the logic, after you've connected with somebody on the emotional level. So, I am trustworthy and credible because of these reasons to believe. Obviously we're not gonna word it just that way, but whatever you can do, whether that, I mean, you can even show a picture of yourself with a famous person, or talking on TV, or talking onstage. Again, credibility. (upbeat rock music) Step number four, of the about page framework, that so many people miss, and this is the biggest thing. If you don't take anything else away from this training, make sure that you implement this. Your about page needs to have a call to action. Yes, you need to tell people what to do next. So after you do all of this work of connecting with somebody, tell them what to do. It's not just nice information, it's, let's bring them further down the path. So now that you've started this relationship with somebody, should they sign up for your email list? Should they go check out your services? What do you want them to do next? (upbeat electronic music) And step number five, is five on purpose. And so many people get this wrong, they actually start with this, when really, it just should be the icing on the cake, down at the bottom of your about page. And this piece, the fifth step of the framework, is charm. So what are the, maybe non-work-related things that you want to share with people? What are the humanizing elements that you can tell somebody about yourself? So you don't want to, me as a brand strategist, I don't want to open up my about page with, hi, I'm Kaye, I'm living in Naples, I have two kids, I love to travel, I love to eat food. None of that matters until the first four steps are done. So make sure, I think it's nice to have it on the about page, but it is optional, and it is the last thing that you should do. Because you have to establish that context, the credo, your credibility, the call to action. All of those are so much more important. And then again, that charm at the end, the fifth step, that's just the icing on the cake. You know, a way to give people conversation starters. So once they've realized that they want to talk to you, those give people a little bit of intrigue, or interest, or common, maybe hobbies or something. But save that to the end. So I hope this was helpful, if so, please subscribe to my channel. Click the little bell, and you'll get notified when I publish new videos. Thank you so much for spending time with me, and I hope this helps you write an amazing about page for your website. (energetic music)

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