Take a moment to think about what you did the last time you were searching online for a service. When you came across someone new, how did you navigate their page?
Chances are, you scrolled through their Home Page and then clicked through to their About Page to check out their bio and find out more about them.
When you consider that your About Page is the second point of contact with your potential clients and the one that has the power to make them quickly decide if they know you, like you and trust you, it quickly becomes clear why it is so important to really nail it.
Having a clearly written About Page at your disposal means that the next time you are asked to “flick your bio” to someone who wants to engage you for a speaking engagement, for example, you aren’t scrambling to throw together something in half an hour, which usually ends up reading like a summary of your resume and is sure to have a yawn factor.
So here are some tips to help you spice it up and build that connection…
Avoid linear timelines
I’m not even joking when I say I have read an About Page biography for an award-winning business person who literally started their bio with, “I was born at X hospital on May 19, 1974”.
Yes everyone has a history, but potential clients won’t decide whether or not to spend their hard-earned cash with you based on the place and time of your birth. Keep it relevant, so jump straight to the time where you won that award for your business, or the moment you decided this business or service was your calling.
Keep it fresh
An About Page shouldn’t read like a resume or a company bio. Think outside the square with how you would like to present yourself and/or your business.
An emerging trend in the realm of business bios is to have two versions on the same page. The first is literally bullet points and includes your accreditations and major personal or business milestones and achievements while the second reads more like a story.
This serves to deliver readers the best of both worlds, as those seeking credentials can get it in a glance, while others who respond more to stories will be satiated as well.
Inject some personality
Potential clients want to know who the people are behind the business and what their why is. This could be the key element that makes you a stand-out among your competitors.
Even the most high-end businesses can afford to inject some personality into their About Page. Don’t rely on stiff industry-speak to communicate your message. Add some quirky elements, like what your hobbies are or how you manage some of the bigger challenges of your business. These all make you more relatable and more human.
Aim for clarity
A key function of your About Page and bio is to inform your readers and potential clients exactly what it is that you do. I’m not talking going through a step-by-step process of what you would do for them when they engage your services or buy your product, but moreso providing them with clarity on what it is you specialise in and what your point of difference is.
There are thousands of accountants in the country, what it is that you do that makes you awesome? What is it about your product that makes it unique to you? It is imperative to make this clear on this page.
Include a photo
I know this is not necessarily a ‘writing’ component of your biography, but it is just as important as nailing the content. Why? Because people feel more relaxed and can engage more easily when they can put a face to your business.
Faces build trust, which will flow on to leads and then sales. If you have a large team and don’t want to have a profile for each person, a team photo will work the same magic. It may sound silly, but for those potential clients coming across you for the first time, it may just be the reassurance they need to know that you are a real, legitimate business and not a cyber-phantom.
Include a call to action
At the end of the day, your biography and About Page are additional forms of advertising – they just feature you instead of your brand. So have a think about what action you want the readers to take when they read your bio and feel that connection with you.
It might be to book you to speak at their next event, or to call you to discuss your packages, or even to read your book or buy your product. Whatever it may be, make it simple by asking for them to carry out that action and provide the relevant links if necessary.