The first most visited page on a website is the homepage.

Can you guess what the second is? If you said, “the about page” (or the about section), then you’re absolutely right!

And a mistake I see entrepreneurs often make is that they don’t keep their audience in mind when it comes to writing their about page or section. And this is a big mistake. You see, your about copy isn’t really about you — let me explain.

People really do want to know who they’re dealing with and that’s why the about section of your website is so frequently visited. Your dream client doesn’t want to hire or buy from a brand or a business, they want to work with an actual human that they can relate to.

They don’t really care about where you went to college, what certifications you have, how many pets you have, or how you spend your free time — that is UNLESS you’re telling them YOUR story because somehow it relates to how you can help them.

Not to worry though, I have 6 tips to help you craft an about page that will connect to and convert your audience.

Tip 1: Find a connection point

You want to find a way to connect your story to how you can help your dream client.

Often entrepreneurs start a business because they’ve had a problem in the past that they’re on the other side of and now they’re selling their solution to people who are in the exact same spot they were once in.

If this is the case, share that story. Talk about that transformation you’ve had in relation to how they can achieve the same results.

Even if you haven’t been in the same exact position, you know how your product or service will benefit your audience.

The key is to let them know that you understand the problems they are facing and inform them as to how you can help them to resolve those problems.

You may need to do a little soul searching here, but you WILL find a connection point, so dig deep.

Tip 2: Build trust

Share just enough about your personality, perspective, and experience to build trust with your viewers.

If you go on and on about specifics that don’t matter to them, they’ll get bored and stop reading.

But you can start building trust and a connection by writing in the first person. To do this use the words ‘I,’ ‘me,’ or ‘we.’ You want to come across as relatable, so don’t add any unnecessary separation by using a third-person point of view.

Another great way to build trust on your about page is to include social proof.

This could be in the form of client testimonials, reviews, or even screenshots of text messages or social media messages that you’ve received from happy customers.

Tip 3: Let them know how you’re different

You want to tell your audience what makes you and your business unique so think about all of your competitors and pinpoint what makes your offer different.

Remember, the goal is to stand out among all of the others who do the same thing that you do.

Tip 4: Keep it brief

No one has time to read a lengthy document all about you, especially online, so keep your about copy to just a few short paragraphs in length. If you’re using video, try to keep it under 2 minutes.

As you write or talk on your video, imagine that you’re actually having a chat with your dream client. Keep the same friendly tone you would use while talking with them.

You can even read your copy aloud to be sure it sounds real and human.

Tip 5: Show your face

People really want to see the face of the person on the other side of the screen, so having an image of yourself here is a priority.

It’s ok if you can’t have a professional image taken yet, just do your best by taking a self-portrait with your smartphone.

Bonus points too if you share your story on video because video is the fastest way that you can make a connection with your audience. Also, people are more likely to watch a video than to read text on a page.

And good news, consumers actually prefer lower quality, real feeling videos over high-quality videos that seems inauthentic.

Tip 6: Tell them what to do next

You may think it seems obvious what step you want your dream client to take, but if you don’t tell them directly, they won’t take action. And the last thing you want is to have them click away without having taken action in order to continue the conversation.

So, just like on every page of your website, be sure to give your viewer a call to action. This could be to book a call, download your freebie, or join your Facebook group for example.

No matter what your call to action is, you want it to be crystal clear and completely click-worthy. Click here to learn 3 ways to make your CTAs click-worthy.