Is Your “About” Page Putting Prospects to Sleep?

Your “About” page on your website. Why is it so painful to write?

I know it’s a slog for many consultants to write it, because they’ve told me so. And among those I haven’t met, I can see by reading their own About pages that it was not their favorite thing in the world to do.

A lot of About pages are deadly dull and ineffective. They’re written as afterthoughts. But consultants need to recognize their importance.

The About page is a huge opportunity to sell your services and potentially turn a one-time visitor into a qualified lead.

Are you having trouble with yours, or does it read like the fine print of a credit card statement? Here are some guidelines that might make it easier:

Focus on your clients’ needs

These pages aren’t really about you after all; they’re more about your clients. So what do they want to know about you?

They want to know you’re credible, professional, and have a track record.

What are your qualifications? What’s your history? What results have you helped clients achieve?

Use clear language

Especially if you’re not comfortable writing, have a trusted friend or colleague read it first. Don’t feel you have to say everything there is to say about you — this creates run-on sentences that just become long lists instead of meaningful thoughts. Stay away from jargon or consultant-ese. Talk like a person. Would you say it aloud to a prospect if you were pitching your services in a conference room or over lunch? If not, then your language might be causing your readers’ eyes to glaze over.

Keep things brief

Brevity is the soul of wit, Shakespeare said. Always leave ’em wanting more, said that other genius of the human heart, P.T. Barnum.

Remember, it’s a work in progress.

Your website requires that you tend it like a garden. You can’t just let it sit there untouched. As you add capabilities, or shift your consulting practice’s focus, make sure your About page reflects this. Go back and revisit it twice a year, at least.

Need help writing yours?

Yes, you can do all this yourself. No, you don’t need to hire a marketing firm to do it for you. But we allow you to take these tasks off your plate, so you can concentrate on billing. Give us a call, and we’ll get it done. You can also ask for a 30-minute free consultation on your overall marketing strategy.

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