HOW TO CRAFT AN
IRRESISTIBLE ABOUT PAGE
THAT WILL FLOOD YOUR
INBOX WITH QUERIES &
GET YOU RAVING FANS
© MEERA KOTHAND
|
WWW.MEERAKOTHAND.COM
1
7 CRITICAL ELEMENTS OF A KILLER ABOUT
PAGE THAT WILL FLOOD YOUR INBOX WITH
QUERIES AND GET YOU RAVING FANS
Ever read an ABOUT page that leaves you wanting to high-five the
author and say ‘Heck yes!’
She seems to know everything you’re going through.
She totally gets your frustrations and dreams.
She also has the perfect solution to your problem.
You spend longer than you intended to look through her blog posts,
her courses and e-books. You check out her Facebook and Twitter
feeds.
You subscribe via email.
Hey, maybe you even make a little purchase!
You’re sitting there thinking, ‘why didn’t I stumble on this blog
sooner?’
Amazing, isn’t it?
That’s the power of a fabulous ABOUT page and ideally what yours
should do too.
But let’s be honest...
How much time did you take to craft yours?
Not much right?
When did you last get it updated?
Of all the things on your plate, your ABOUT page is probably the last
thing on your mind.
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But you can’t afford to neglect the biggest real-estate on your
website.
A fabulous ABOUT page
(1) creates trust
(2) establishes your credibility
(3) builds rapport, and
(4) injects your personality.
It’s like speed dating. The prospect takes only afew minutes to figure
out if you’re a right fit and then moves on.
Your best content could be hidden in your blog just a couple of clicks
away, but if your first impression isn’t right, you’ve lost a potential
reader or customer.
Unfair?
Yeah, but that’s how it works.
I spent countless hours trying to figure out the best way to write my
ABOUT page! I thought I was going crazy because everyone seemed
to advocate something different!
I kept looking at other websites and bloggers trying to see what
worked and what didn’t. That’s when I discovered these 7 critical
elements.
There’s no fixed formula to write an ABOUT page, but most stellar
ABOUT pages have 5 or more of the 7 elements below.
Follow through on these steps and you’ll have an irresistible ABOUT
page that dazzles with clarity and attracts the right people.
Before we start, it goes without saying that you need a picture on
your about page.
Umm...but I’m photo shy
Well, so am I. But trust me. You need this.
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If you’re confused about which photos to use, there’s a free web tool
called photofeeler. You load up your photo and anonymous people
vote on it based on your chosen category: business/social/dating
Each category has a different voting metric.
If you have your photo covered, let’s explore what these 7 elements
are.
#1. Use YOU and WE instead of I
Confusing? I know. Didn’t they come here to find out about me?
Well, yes and no.
You will get your space to tell your story in a while. But you should
make your reader or customer the focus of your about page.
Write as if you’re talking to your girlfriend and acknowledging her
worries. Keep your 3rd person bios to your media kit. It’s plain weird
to read a third person bio on a blog.
Let me show you what a little shift in perspective does:
I was having a bad day. I had a fight with my husband in the
morning. My boss screamed at me. I needed to work late to finish a
presentation, that too on my kid’s birthday. Nothing is going right in
my life. My dreams of starting a business seemed to be slipping
further with every passing day.
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It was frustrating. It was unfair. I bet you feel that way too. So, here’s
where I can help.
Now change it up and use YOU
You areI was am having a bad day. You I had a fight with myyour
husband in the morning. Your My boss screamed at youme. YouI
need to work late to finish a presentation, that too on your my kid’s
birthday. Nothing is going right in your my life. Your My dreams of
starting a business seemed to be slipping further with every passing
day.
It’s frustrating. It’s unfair. You deserve better and I’m here to help.
See how a simple change of words can create a powerful picture.
It allows you to slip into the skin of your ‘target reader’. It’s a slice of
your reader’s life and if you get this right, you build connection and
trust.
2. What value are you providing?
What is your website about? Who is it for and how does it help
them?
Here are some examples from popular bloggers:
• Paul Jarvis – www.pjvrs.com
• Confessions of an Adoptive Parent - http://
confessionsofanadoptiveparent.com
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• Jonathan Milligan - http://jonathanmilligan.com
A simple plug and play exercise below can help you be clear about
who you are serving.
I am a _______ (entrepreneur/writer/blogger/freelancer)
This blog/website is for________ (your target audience)
or
I help__________ (parents/small business owners/women/
photographers)
To___________ (explain the benefit they’ll get through your website)
You may be afraid of alienating certain groups of people but your
blog or business is not for everyone.
And that’s how it should be.
You’d rather attract 100 raving fans who get what your brand and
message is about than 1000 people who lurk around and show no
engagement.
3. Show them you understand their pain points
What’s troubling them?
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What are their motivations or inspirations?
By doing this you’re establishing trust and you’re telling your reader
that you understand them.
You can do this in afew ways. Here are two examples.
Have you ever said:
- I wish I could quit, but I need to pay the bills
- I need more time for myself but I have so much to do
- I want a support group that doesn’t judge me
Are you:
- Dreading the thought of another meeting
- Dreaming of the weekend every single work day
- Tired of the long hours with little appreciation
4. Create connection with THE story
Your readers are not coming to you because you have the best
parenting advice or the best design tips.
Yes, your content has to be great.
But nothing that they can’t find themselves through other blogs or
Google.
Your readers want to buy-in to YOUR story.
Maybe you’re afew steps ahead of your readers.
Maybe you’re several steps ahead. They want to know that they can
get there—to the place where you’re already at.
You want them to think: If she can do it. I think I can.
You’re selling them your story and the possibility of a journey.
The same works if you’re a business.
What meaning does your business or product convey? What story
are they buying into with your product?
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Take Easylunchboxes for example.
It highlights the struggle of a mother who wants to make quick,
healthy lunches for her kids.
So if you’re selling a product on Etsy or Shopify. What could your
story be? What was your struggle?
Maybe you use only environmentally friendly products or you hand
make every single thing.
Dig into your ‘WHY’ of starting what you did. Find a core message
which ties your products together and create a story around your
struggle.
5. Who are you again...?
This is the little white space, your mini wall of fame where you list
your achievements and establish credibility.
•
•
•
•
Where has your work been featured?
How many companies have you worked with?
How many websites have you designed?
How many years if experience do you have in the industry
If you’re still building your portfolio, that’s fine too.
Be upfront and position yourself as someone who is experiencing the
same struggles and looking for a change.
Leo Babauta of Zen habits is a fantastic example of a blogger who
started off at point zero and showed his readers how he worked his
way to leading a zen lifestyle.
6. What can they expect?
So you’ve made your connection. You’ve established that they can
trust you.
But you’re still not done yet.
Make it clear what they can expect from you.
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• What kind of topics are you writing about?
• Do you have a posting schedule?
• When can they expect to hear from you?
7. One Call to action
You made it this far. What’s the purpose of your ABOUT page?
Is it to get them to look at your store?
If you’re a blogger, sign up for your updates or newsletter?
If you’re running a consulting business or if you’re a coach, set up an
appointment with you?
Focus on ONE—yes one— and clearly spell your call to action.
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WWW.MEERAKOTHAND.COM
2
SIMPLE PLUG AND GO TEMPLATE
Are you wondering how to pull these 7 points together?
You can do so by using transitional connectors. These are simple
sentences which allow you to seamlessly move between points.
I’ll show you how in the template below.
1. Welcome and introduce yourself
2.State your value proposition
• Plug in your statement from here >>>
I am a _______ (entrepreneur/writer/blogger/freelancer)
This blog/website is for________ (your target audience)
or
I help__________ (parents/small business owners/women/
photographers)
To___________ (explain the benefit they’ll get through your website)
3. Introduce their pain points/aspirations/dreams
• Remember to use YOU to state paint points/aspirations/
dreams
<<Insert a transitional connector>>
Example:
If you have ever had these thoughts, then you are in the right
place.
If this resonates with you, you’re in the right place
<<Insert a transitional connector to lead into point 4 below>>
Example:
I know what it feels to...
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I know how frustrating it can be to...
I used to work 70 hour weeks and....
4. Establish a connection with THE story
• Tell your story. Your story should state your ‘WHY’ of starting
your blog or business. It should also introduce your audience
to the core message that ties your blog or products together.
5. Establish credibility
6. What can they expect
• Take a sentence or two to tell them what they can expect if
they subscribe or purchase from you.
7. State your Call to action
Now, have a look at your about page and start making minor tweaks
and changes.
Send me a link, I’d love to have a look.
If you loved this, would you spread the word? I’d really like to reach
more women with this information.
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