The About Page is the most important page on your site. After landing on your page through Google or a referral source, a reader might check out the post that originally attracted them. After reading it, they’ll want to know who you are and will probably search for the about page.
If you look at your metrics, my guess is that your about page is the most trafficked page on your site. Most people write poor about pages. I’m saying that because they believe that the about page is about them, and not the reader.
An about page should be your highest converting page on your site. It should tell the reader exactly what they are going to get and why they should care. After doing that and offering up some tangible social proof, you can talk a bit about yourself (a bit, I’m talking a couple sentences).
Below is a step-by-step template for a high-converting about page.
1. A benefit-driven headline.
Here, you hit on the primary things you are trying to help your reader with. For example, thePTDC’s headline is: “How the Personal Trainer Development Center (thePTDC) will help you get more clients, become a better trainer, and achieve more personal and professional success.”
2. A Short, benefit-driven introduction.
This section is a bit longer and tells what your site is about.
Make it very easy to read and include your promises in this section. You may want to decrease the width of the page with a picture to increase readership. People tend to read more the thinner the page is. (Hence why newspapers are organized into columns.)
3. A simple, unobtrusive, opt-in form
Add a line like “enter your email address below and click “sign me up” to get free updates”
4. Social proof, testimonials, and reassurances.
If you have one or two great testimonials enter them here. If you like, you can add a bullet list of the specific benefits your site offers here.
5. Your story.
Keep it very short but give some detail about yourself. Make sure you write this section like a human being and be personal.
6. Close and call to action.
End the about page by asking people to enter their email below to learn more, get premium content, and download your free gift. Add another opt-in box below this section. Include very specific advice. Even saying, “enter your email and click the box that says “sign me up”” could increase conversions.
7. Make sure you have a picture somewhere.
It could be to the right of the page at the top to make it thinner at the beginning or in the section about you. Make it a nice headshot of you smiling (not a logo).
I suggest 2-3 opt-in forms. One after step 2, one after the testimonials, and one at the end. Keep these simple. Wide and thin works best with the button being your action color. If you’re using Aweber like me, you’ll notice that they won’t let you make horizontal opt-in bars. Here’s a video I found to neatly create them:
Be as succinct as possible. Word economy is paramount. Edit through your about page over and over and over again eliminating all useless words.
Here’s my two about pages for reference. You’ll notice that thePTDC one is a bit longer, but sticks to the general theme: