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How to Maximize Your Website\u2019s Prime Real Estate to Attract and Convert Your Ideal Clients<\/em><\/p>\n Have you heard? Your About page is prime real estate! Analytics often show the About page as one of the most frequently visited pages on any website. This is true whether you\u2019re a solopreneur or a multinational organization or anything in between. Sadly, About pages are also one of the most neglected pages on a website, which is a shame. People want to know about you and your company, and what you do that can help them. That\u2019s where a great About page comes in.<\/p>\n Related:\u00a0<\/strong>Deanna Won: My 3 Lessons in Courageous Decision-Making<\/a><\/p>\n<\/blockquote>\n Your About page can accomplish all of that and more! To create an irresistible about page that not only attracts your ideal clients but also helps more of them say \u201cyes!\u201d to working with you, you need three ingredients: content, flow and design.<\/p>\n There was a time when your About page was the place to tell your story, i.e. your biography. But now, website visitors are looking for something more than that.<\/p>\n This may come as a surprise, but your About page is no longer just about you.<\/p>\n What are visitors really looking for when they look at your About page? Reassurance. Reassurance that they\u2019re in the right place, that you understand their pain points, and that you\u2019re the right person to help them.<\/p>\n And, reassurance that you\u2019re not a loon. That you\u2019re a real person they can trust. So, you\u2019re still in there, but presented in a different way than a straight bio or resume.<\/p>\n The best About pages weave together your background, expertise and values with answers to your potential client\u2019s questions and hesitations. It\u2019s mostly about them, and then how you got to where you are so you can help them.<\/p>\n Here\u2019s a simple formula:<\/p>\n The goal of an About page is to speak to your ideal clients and to help them identify with you. It builds that know, like and trust factor.<\/p>\n By the end of the page they should feel like they know you, and more importantly that you know them.<\/p>\n <\/p>\n Remember dating? Have you ever been in a situation where you\u2019re out at a party or a mixer and you meet someone, and you\u2019re talking and having a great conversation? You think, \u201cWow this person is great! We\u2019ve got some chemistry here!\u201d<\/p>\n And then it just\u2026ended. The party\u2019s over, no details exchanged, no one asked the other out. Just\u2026nothing.<\/p>\n Didn\u2019t you hate that?<\/p>\n Well, your About page can be like that initial exciting encounter that leads absolutely nowhere, or it can ask your visitor to take another step with you\u2026like a first date. Then who knows where it can go from there?<\/p>\n Related:\u00a0<\/strong>Dave Braun: My 3 tips on How to choose books to read<\/a><\/p>\n<\/blockquote>\n Think of your About page (really, every page of your site) as a step in your potential client\u2019s journey with you. The page should naturally flow to the next step.<\/p>\n Don\u2019t simply end your About page and leave your potential client hanging. Give them someplace to go next. Have a call to action. Invite them to take the next step with you. Make it easy for them to say yes, and make it easy for them to click and be taken to that next step.<\/p>\n In other words, do the work for them. Make it so simple they don\u2019t have to think about it.<\/p>\n If a person gets all the way to the end of your About page, they\u2019re either going to be ready to commit, a little interested, still kicking the tires, or outta there (in which case they weren\u2019t your ideal client and wish them all the best!).<\/p>\n Knowing this, here are some suggested ways to entice your ideal client to take the next step with you:<\/p>\n You can accomplish this either through linked text or buttons. Personally, I do both.<\/p>\n Let\u2019s say you\u2019re a coach who helps people achieve their dream life. The linked text can say something like:<\/p>\n If you\u2019re ready to create the life you\u2019ve always dreamed of, schedule a complimentary discovery session with me. (Link to your scheduling app.) Not ready to work with me? That\u2019s OK, but I hope you\u2019ll accept this free guided visualization as my gift to you. (Link to your opt-in.)<\/p>\n No matter what, you\u2019ll want to check out my blog posts about creating a dream board or 3 ways you might be sabotaging yourself and you don\u2019t even know it! (Link to your blog.)<\/p>\n Add the links where appropriate. And then at the bottom of the page, you could include big, beautiful buttons that can catch the skimmer\u2019s eye\u2014even if they don\u2019t read all the text.<\/p>\n Remember the adage, \u201cNeatness counts!\u201d from grammar school? Well, it\u2019s the same with your About page. Style matters. Visuals matter.<\/p>\n Related:\u00a0<\/strong>Steve Smith: My 3 Steps for Playing in Your Zone and Achieving Professional Excellence<\/a><\/p>\n<\/blockquote>\n According to a survey commissioned by Adobe, given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain.<\/p>\n I was working with a client who needed to hire a personal assistant to help with errands. She had it narrowed down to two candidates, and we went online to look at\u2014you guessed it\u2014their About pages.<\/p>\n One was\u2026odd, to put it nicely. Hand drawn caricatures, a \u201890s looking typeface and a strange, disjointed layout that provided no substance to what was otherwise a promising-sounding service. It didn\u2019t match her online ad and credentials at all.<\/p>\n When we went to the other candidate\u2019s page, it was literally a breath of fresh air. Calming colors, a professional-looking headshot and easy-to-read text all said, \u201cI\u2019m the one!\u201d It was like night and day; and even though the second candidate charged a lot more, her presentation sealed the deal.<\/p>\n Consider these rules of thumb when designing your About page:<\/p>\n Finally, work with your website developer to ensure that your About page is mobile friendly. There are a lot of different surveys and predictions out there, but it\u2019s safe to say that well over half (some say more than 70 percent) of your site viewers will be viewing your site on a mobile device, either exclusively or in combination with a tablet and a desktop or laptop.<\/p>\n Related:\u00a0<\/strong>Keith Baldwin: My 3 favorite tips for building strengths based teams<\/a><\/p>\n<\/blockquote>\n Don\u2019t let a jinky mobile view stop your clients from finding, following, and hiring you!<\/p>\n Hands up if you have an About page you need to rework!! Start where you can, and in most cases, that will be at the top\u2014adding in that service piece that speaks to your ideal client. Then revamp the page as you have time and resources, adding photos, perking up the layout and optimizing for mobile viewing.<\/p>\n In no time at all, you\u2019ll have an irresistible About page that has fans flocking to you.<\/p>\n Deanne Marie is a creative director, writer, and designer who works with entrepreneurs, small business owners, and non-profits to reach their ideal clients and transform people’s lives. She provides strategic direction, fresh ideas and engaging content for blogs, websites, social media profiles and more. Check out her About page here: https:\/\/www.evolvemarketingdesign.com\/details<\/a> How to Maximize Your Website\u2019s Prime Real Estate to Attract and Convert Your Ideal Clients Have you heard? Your About page is prime real estate! Analytics often show the About page as one of the most frequently visited pages on any website. This is true whether you\u2019re a solopreneur or a multinational organization or anything [\u2026]<\/p>\n The post Deanne Marie: My 3 Surefire Secrets to Creating an Irresistible \u201cAbout\u201d Page<\/a> first appeared on Larry Broughton | Yoogozi | Motivation | Inspiration | Leadership<\/a>.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[18,7,16,12],"tags":[],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false},"uagb_author_info":{"display_name":"Daphne Bercilla","author_link":"https:\/\/larrybroughton.com\/author\/daphne-bercilla\/"},"uagb_comment_info":0,"uagb_excerpt":"How to Maximize Your Website\u2019s Prime Real Estate to Attract and Convert Your Ideal Clients Have you heard? Your About page is prime real estate! Analytics often show the About page as one of the most frequently visited pages on any website. 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1. Realize your About page isn\u2019t all about you<\/h2>\n
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2. Extend an invitation<\/h2>\n
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3. Make it visually interesting and mobile friendly<\/h2>\n
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