[Video] Why ‘About Us’ is the 2nd most important page on your site

Let’s do an experiment.

Pretend you’ve never visited your own site. Remember, you know nothing about you. Nothing. Look at your About Us page?

Be honest, whats the one thing that’s wrong with it?

Why Your About Page is the Second Most Important Page on Your Blog?

Your About Page should NOT be:

  • An afterthought, something to fill with text, just to get it done.
  • Written after the site is launched when you’ve nothing else to do on a slow Friday afternoon.
  • In the third person — its your blog! Talk to me. Introduce who you are. Don’t talk down. Talk about your team, mention their names, show their faces, add pic and videos. Why not?
  • Flat — read the first paragraph. Does it excite you? Does it make you (i.e. the prospect) want to contact you, download your brochure, make an effort to connect?
  • Same — as every other About Us page. Cmon, you can do better. Pics, videos and MP3s. its so easy, try it.
  • Stale — update it every 3 months. Every month you do something worth sharing. Put it here.

Your About Page should be:

  • Intimate share something that cannot be found anywhere else on the site. Photos, videos, examples of your portfolio, places you’ve been, events, conferences — anything that paints a picture.
  • Warm make me feel warm and fuzzy inside. You don’t need to go over-board, but share a little. Show why you’re more interesting that the rest.
  • 7 Compelling Reasons — give them 7 reasons (if you cant think of seven, at least five) to cross the threshold and connect. For example, what do you stand for? What are your values? Who have you helped? What charity do you support?
  • What makes you different (really different!) than the rest.
  • Knock on the Door remember, its this page where people decide will I, wont I? So, it better be good. You want them to come in, right?

How To Sharpen Your About Us page

Your About Us page must have the following:

  • Story not your CV, but the story of YOU.
  • Why did you decide to do this?
  • How did you get here?
  • What mistakes did you make?
  • What you hope to achieve? and
  • Why the reader is important to you?
  • Share links to your Social Media sites
  • Contact form & email & tel number —make it easy for them. Put your contact details on every page.

Videos and Personal Branding

I use videos to help bridge that gap.

You see me at work, at soccer practice, with junior, my pet crickets, and even when I’m struggling.

Each of these helps close the gap between you and me. Maybe you don’t care for everything on the site, but your impression of me (and your memories of this site) are that much stronger.

Here’s a question for you?

Think of all the sites you visited this week.

How many do you remember?

Now, look at the video above. In a years time, you will still remember this video (for better or worse!) but all the blogs you read this week will be forgotten.

Why do you think that is?

PS – Rewriting your About Us page could result in a higher Google page rank and higher conversion rates for those who find it.

Thousands of templates to jump start your project

Acceptance Test Plan

Contingency Plan

Software Development Templates

Acquisition Plan

Conversion Plan

Software Requirements Specification

Action Plan

Cost Benefit Analysis

Software Testing

API Documentation

Database Design

Standard Operating Procedures (SOP)

Audience Analysis

Datasheet

Statement of Work

Availability Plan

Deployment Plan

System Administration Guide

Bill of Materials

Design Document

System Boundary

Business Case

Disaster Recovery Plan

System Design Document

Business Continuity

Disposition Plan

System Specifications

Business Plan

Documentation Plan

Technical Writing Templates

Business Process

Employee Handbook

Test Plan

Business Requirements

Error Message Guide

Training Plan

Business Rules

Expression of Interest

Transition Plan

Capacity Plan

Fact Sheet

Troubleshooting Guide

Case Study

Feasibility Study

Use Case

Change Management Plan

Functional Requirements

User Guide

Communication Plan

Grant Proposal

Verification and Validation Plan

Concept of Operations

Implementation Plan

White Papers

Concept Proposal

Installation Plan

Work Instructions

Configuration Management Plan

Interface Control Document

Software Development Templates

Acceptance Test Plan

Maintenance Plan

Software Requirements Specification

Acquisition Plan

Market Research

Software Testing

Action Plan

Marketing Plan

Standard Operating Procedures (SOP)

API Documentation

Needs Statement

Statement of Work

Audience Analysis

Operations Guide

System Administration Guide

Availability Plan

Policy Manual

System Boundary

Bill of Materials

Project Plan

System Design Document

Business Case

Proposal Manager Templates

System Specifications

Business Continuity

Proposal Template

Technical Writing Templates

Business Plan

Quality Assurance Plan

Test Plan

Business Process

Release Notes

Training Plan

Business Requirements

Request for Proposal

Transition Plan

Business Rules

Risk Management Plan

Troubleshooting Guide

Capacity Plan

Scope of Work

Use Case

Case Study

Security Plan

User Guide

Change Management Plan

Service Level Agreement (SLA)

Verification and Validation Plan

Communication Plan

Setup Guide

White Papers

Concept of Operations

Social Media Policy

Work Instructions

Concept Proposal

Contingency Plan

 

Configuration Management Plan

Conversion Plan

 

 

Want More Writing Tactics?

Over 127,000 readers rely on Klariti every month. Sign up now for Ivan’s fresh writing strategies, practical advice, and resources delivered to your inbox each week.