Why do people go to your About page?
To read your life story? To check out your career history? To see how many cups of coffee you’ve drunk?!
They go to your About page in search of answers to the questions they have around:
“Do you understand my problem?”
“Can you help me?”
“Do I trust you?”
The job of your About page is to position you as the person, business or brand that ‘gets’ your ideal client and can help them.
So yes, your story is important, but only if it is highly relevant and demonstrates to your customer that:
You know how they are feeling – you get their concerns, worries and frustrations
You understand their problem – you faced that same challenge in your own life (most of us are our own ideal client) and got through it
You’ve helped others through the same challenge – and you can lead them to a successful outcome.
It’s by demonstrating empathy and authority that you start to build trust in the mind of your audience.
Here’s an example of an About page I recently wrote for Career Confidence Coach Sherry Bevan.
** DOES YOUR ABOUT PAGE ANSWER THE QUESTIONS YOUR CUSTOMERS WANT ANSWERED? **
As a certified StoryBrand Guide, I can help you get one of the hardest things in marketing right – how to talk about what you do in a way that ensures your customers listen. To find out how, hit reply or BOOK A CALL and let’s chat.