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How to Write an About Page That Makes You Money
Writing an About page is more important than most people think. Many companies and individuals either make the mistake of not having one at all or not giving it enough attention. In fact, your About page is one of the most visited pages on your website. Because of this, it has the potential to draw in readers to your blog that you may have lost otherwise.
About pages can convert first-time website visitors into people who trust your brand. When done well, this page positions you as an authority in your industry and gives readers an engaging view of your values, passion, and brand or personal journey. This makes people feel comfortable investing their time to read your content. But it takes work and planning to create this powerful page so that it optimally converts visitors into blog readers.
There are many ways you could be making money from your blog. Such as CPC or CPM ads, private ads, affiliate links, and digital products. Or maybe you’re using your blog as a content marketing tool for your business. Whatever you’re doing, the more website visitors you can convert into readers or email sign-ups with your About page, the more money you can make with your blog.
Many people find it hard to write about themselves. It’s difficult to articulate what you do and how it can benefit your audience. Thankfully, this guide will help you write a killer About page that will capture and convert your audience.
1. Determine the Purpose of Your About Page
Every page on your website should serve a purpose, including the About page. Before you start writing, consider why you’re writing it. The irony of an About page is that it’s not really supposed to be all about you. The purpose should be to gain audience trust and show people what you can offer them. You’re writing to let them know how you can help them solve their problems. If you’re a blogger, think about what your blog contributes to people’s lives.
A call to action on your About page will generate conversions.
Also, keep in mind what your reader should feel after they are done reading your About page. Do you want them to feel inspired? Hopeful? Comforted? Excited? This page shouldn’t be a boring list of facts about yourself. Instead, you should aim to appeal to the emotions of your readers. This will make you more memorable.
2. Know Who Your Audience Is
Before you can tell people what they need to hear, you need to know what they’re looking for. Near the beginning of your About page, you will want to write something that expresses who your website is meant for. Is it written for CEOs or for stay-at-home moms? Do you provide resources for freelance writers or for hobbyist gardeners? Make it clear who you are writing for. You want your target audience to land on your website and realize immediately that it’s for them.
When crafted well, an About page can convert visitors and generate revenue.
ConversionXL, a popular conversion optimization blog, does just this. Their About page starts off with a very clear indication of exactly who the website is for; mid-market to enterprise-level companies and optimization specialists. This is followed by a description of exactly what these groups of people will find useful in the ConversionXL blog.
Many people try to please everyone. But in doing this, end up pleasing no one. Target your specific audience and forget about if others may not like what you’re saying. The only audience that should matter to you is the audience you’re targeting with your content. These are people that are the most likely to resonate with what you’re writing, share your content, and engage with your emails.
3. Describe How You Can Help Your Audience
After all, this is why people are on your About page in the first place. They want to know what you can do for them. So, describe the purpose of your blog. Perhaps you are teaching useful skills, providing helpful information, or just offering entertainment. Clearly explain how your blog provides value to your readers. Can it make their lives easier or help them be better at something?
Consider the About page of Derek Halpern, founder of social triggers. He starts by listing questions his target audience might have and establishes that he can answer these questions. He goes on to describe in detail the many ways in which his services can help his audience. For example, he says his blog provides negotiation and persuasion scripts that people can use in their business. Like Derek, you should provide some concrete examples of things that your blog will provide for your readers.
4. Use Social Proof on Your About Page
Instead of just telling your audience that you can help them, show them some proof. For instance, you could include comments from readers who have found your information helpful or useful in some way. People see this as proof that they can get the same value from your blog as others do. For example, James Clear’s About page includes many testimonials from his newsletter subscribers who have found his blog helpful.
Add social credibility to your About page to boost conversions. Mention what kind of credibility you have in your industry. For example, state how much experience you have learning, teaching, or working within your niche. If you’ve been mentioned by other blogging or article sites, talk about that! Derek Halpern’s About page includes a picture of himself speaking at a conference, positioning himself as a trusted authority figure.
On the other hand, don’t worry if you’re just starting out and have little experience. Just be honest. Tell your reader that you’re keen on sharing what you’re learning with them as you develop your knowledge or skills.
5. Be Personable and Describe Your Values
Here you finally get to say something about yourself. Your audience wants to know who you are and what you believe in so that they can build trust in you. But, try to relate this discussion to how your values benefit your blogging practice.
A great way to build trust with your audience is to put a picture of yourself on your About page. This presents a friendly face to your readers and helps them connect with you.
Check out the About page of Pat Flynn where he includes a friendly picture of himself. Lower down on his page he lists some key principles that guide his life. This allows readers to connect with him on his values and develop trust in him as a thought leader.
You could also tell a story about how your blog site got started. This will give your audience an idea of your intentions and why you are doing what you’re doing. Stories are always interesting and make your About page potentially relatable to people who may be going through the same things you once did.
For example, Marc Ensign’s About pages uses storytelling to connect to readers. Marc starts his About page with an inspiring story of how he got started helping people build businesses online and then ties his story into why he’s the perfect person to help his audience of aspiring entrepreneurs. Also, notice that his voice is friendly and conversational.
When your readers feel like they know you, they are much more likely to subscribe to your blog and return to read more. They’re also much more likely to purchase products from you.
6. Make Sure You Have a Call-to-Action
So, you’re writing an About page to increase conversions. This could mean converting visitors into blog readers, subscribers, or customers. Whether you’re trying to build an email list or sell merchandise, you have to tell your readers what you want them to do next. If you don’t provide direction, you risk losing people who may just leave your website after reading your About page.
Tell a story about how your blog site got started.
A call to action on your About page will increase conversions surprisingly. It may involve a link to a popular blog post of yours or your online store. A very effective call to action on About pages for blogs is an email sign-up. This results in leads you can nurture to make purchases or update people on new blog posts.
For example, James Clear has a call to action near the beginning of his About page and another one at the end. His first one encourages you to read more about his full story. At the end of the page, James encourages people to sign up for his newsletter.
Use the About Page to its Full Potential
An About page is not just some boring page that everyone says you should have on your website. Like every other website page, it should serve a purpose. When crafted well, an About page can convert visitors and wind up making you money in the end. You can get more people to sign up for your email list, check out your digital products, or read your blog posts for ad revenue. The About page keeps people on your website, allowing you to build a relationship of trust with your readers who will be more likely to read, subscribe, and share your content.
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