Do you ever wonder why you lose some clients and land others? I’m pretty sure we all do. It could be that your services just weren’t quite right for that particular client, your prices might not be as competitive as other service providers… Maybe the proposal you sent out didn’t quite have the WOW factor. Or maybe, it’s because your websites ‘About’ page is lacking in detail… Or even non existent! You should be pouring your heart and soul into your ‘About’ page. It can be the difference between landing a client or losing them. Listen up, because I’m going to tell you why.
‘About’ pages are evolving. If your ‘About’ page looks anything like this:
- Name: Beth
- DOB: 30/04/1996
- Location: England
- Star Sign: Taurus
- Favourite Color: Burgundy
- 1st Pet: Hamster
Please keep reading. The wisdom I’m about to impart with you might just help you land more dream clients. Your ‘About’ page needs to tell potential clients so much more than your name, age and location. In a digital era, you location doesn’t even matter! And age is just a number, so you can go ahead and leave that out to. Your ‘About’ page needs to tell clients WHO you are, WHAT you do and WHY you’re awesome at it.
Who Are Your Clients Going To Be Working With?
When a potential client clicks on your ‘About’ page, they’re trying to find out who YOU are and who they might be working with. Being able to find out who’s behind the screen, who is running the show and who you might be bringing your business to will satisfy a clients curiosity and suspicions. Being suspicious and curious is just human nature, and lets not forget that clients are people too! They want to know who they could be working with and who they’re reaching out to for help. Use your ‘About’ page to put to rest any suspicions or doubts clients might have. Tell them who you are! Don’t hold back. Clients want to see that there is a human being behind the brand, it makes their whole experience more personal than working with a large, faceless corporation.
If your ‘About’ page doesn’t satisfy their curiosity and put to rest any suspicions they might have, chances are, they’ll move on to the next candidate. A client isn’t going to email you to find out more about you. They want to be spoon fed this information. If you’re ‘About’ page doesn’t tell your clients who you are, it could make them more suspicious. It could leave them wondering what you’re hiding. You have nothing to hide so use your ‘About’ Page to show off to your clients!
Your ‘About’ page has the all important task of communicating with your clients, before they make contact with you personally. The page needs to be an extension of your trustworthy self, but it’s not as easy as simply telling your potential clients that you can be trusted. You need to demonstrate it through open communication and you can do this by not holding back on your ‘About’ page.
Having a killer ‘About’ page can set the foundations of a professional relationship and start building your clients trust in you, before you’ve had any formal communication. As I said, by telling clients everything they could possibly want to know about you on your ‘About’ page, it’s going to convey to them that you’re an open book and you have nothing to hide. And of course you don’t, you’re an awesome service provider. But if that’s all you tell them, it leaves questions unanswered. Tell them what make you so awesome at what you do, why they need to choose you and how your services relate directly to them. The best way to build trust with clients is to be open and honest.
If you neglect to set up an ‘About’ page that conveys an open, honest and trustworthy voice, it will leave potential clients with doubts. Are you really who you say you are? Can you really provide this service? What make you the best choice? If a competitor has addressed all these issues in their ‘About’ page, chances are, you’re going to lose out on business. Don’t let your ‘About’ page be your downfall.
A brand is super complicated. It’s made up of so many factors. Color, typography, imagery, but one of the most important aspects of a brand is the voice. You are the voice of your brand. When potential clients read your ‘About’ page they get more of a feel for your brand than they do by looking at your color scheme. Use your ‘About’ page to convey to clients exactly what your brand is. Are you profesional, fun loving, silly, serious? The language you use in you ‘About’ page (and throughout the entirety of your site) tells potential client so much about your brand and who you are.
You need to chose the language you use on you ‘About’ page very carefully, otherwise you could end up sending the wrong message. This could result in two scenarios. 1. You’ll inadvertently be turning away the clients they you’d love to work with and 2. You’ll be attracting the wrong clients. Take this example. If I use very serious language on my ‘About’ page, because I think it sounds profesional, I’ll be attracting people who respond to that type of language aka serious folks. But what if my service is creating artistic, colorful logos? I’ve attracted the serious folks who (excuse me stereotyping) will want serious and corporate looking logos. The clients I want are those like me, who love colour and creativity. So the language I’m using in my ‘About’ page need to be just that, colorful and creative! Do you get my point? Language is super powerful when it comes to branding.
Where better to display your values than on your ‘About’ page for all your clients to see! As we’ve said, you have nothing to hide, so you should be screaming your beliefs and values from the rooftops. Clients often look for service providers that share their values, people they can get along with and build a long lasting professional relationship with. Don’t be shy about telling clients what you value and believe in, it could just help you attract your dream clients!
It’s a good idea to outline what clients can expect from you as well as what you expect from your clients on your ‘About’ page. This will save any confusion down the line. The best way to go about doing this is to outline your workflow. Using the example of a web developer, their workflow would look something like this:
- Make necessary adjustments
- Sign off on final product
- Migrate to live site
Having your workflow in broad daylight for all to see makes clear what a client can expect when they work with you. You can also outline what you expect from clients, such as the delivery of any necessary materials in a timely manner. Expectations work both ways, and you’ll be surprised how many clients don’t seem to get that. Make this clear from the beginning and save yourself a headache later on.
Put It All Together
By including all of this information in your ‘About’ page, you’re handing everything there is to know about you, your business and your services to clients of a silver platter. This is exactly what they want. In this huge online world, filled with service providers, you need to make everything a client could want to know about you easy to access, otherwise they’ll find another service provider who’s more transparent.
This might seem like a lot of information to include on an ‘About’ page, but it’s not. I recommend that you make your ‘About’ page 300 – 600 words long. This should be enough for you to put down everything you need to in an easy to read, concise manner. Don’t waffle on you’re ‘About’ page. Make it to the point. And don’t be afraid to make bold statements. Being flippant and indecisive with language such as ‘maybe’ and ‘perhaps’ doesn’t send a strong, definite message about who you are.
Take all this information on board in a handy little ‘About’ page checklist. Go try out these techniques for yourself, and most importantly have fun!