How to Create a Showit About Page That Actually Converts
Are you using your About page wrong?!
In “The Anatomy of a Great About Page”, we discussed About pages and discovered that your About page is about the customer, not about you.
The About page should state the problem and show the solution, making the customer the hero of their own story!
About pages aren’t about you; Author pages are about you.
But how do you anchor the customer as the hero of the story, communicate about your business effectively, create a beautiful design, and SEO the page? …I’ve got you.
Showit About Pages Designed for Sales & SEO
With 15 years of experience in marketing, website design, and SEO on platforms like Showit & Wordpress, I’ve done SEO on a lot of websites! Time-after-time, no matter the platform, when optimizing About pages they’re almost always missing critical components.
In my expert opinion, sales psychology is necessary for creating pages that are written with the customer in mind,meet the user’s search intent, have the components necessary to facilitate a beautiful and effective website design, and give enough page depth needed for optimal SEO.
When you grasp sales psychology, it can amplify the effectiveness of communication, marketing, sales meetings, and relationship building.
The Sales Psychology of About Pages That Convert
Identify The Problem
In the book, “How to Write Copy That Sells: The Step-By-Step System for More Sales, to More Customers, More Often”, Ray Edwards says that the first step to a high converting landing page is identifying the person you are trying to reach.
What problem are you solving for the audience? What is the pain that problem causes?
- A high-converting About page hinges on recognizing and articulating your audience’s challenges. Delve deep into their problem using relatable language. Emphasize the risks of not addressing this issue.
- Highlight data that underscores how widespread this problem is. Citing authoritative sources bolsters your credibility.
Provide The Solution
Once your audience acknowledges their predicament, introduce your solution. Paint a vivid picture of the benefits to foster a desire to close the perceived gap. Personal transformation stories resonate more than mere product praises.
- Use images of the delivered product/service to showcase what your customers will gain.
- Define your core proposition in a single, compelling sentence. How does your solution alleviate the customer’s primary concern?
Benefits, Not Features
Detail both tangible and intangible benefits of your product.
Customers want to know what’s in it for them… Focus on answering that question using the word “because”, or “by”, which will give them a reason that justifies the solution/investment/etc…
Build Trust and Community
Reinforce trust by showcasing success stories from users akin to your target persona. Recognizable endorsements and logos further cement your reliability.
Offer Validation with Testimonials
Leverage the confirmation bias by showcasing metrics related to your service/product’s popularity.
- Highlight reputable clients or publications where you’ve been mentioned strengthens your claim.
- Personal testimonials resonate deeply, especially if they align with the concerns and demographics of your audience.
The more prospects identify with others’ success, the more likely they are to convert.
The hard truth is that people don’t care about you or your company, they care about solving their problem.
When you do introduce yourself, focus on how your brand’s mission aligns with solving the audience/customer’s problem.
8 Showit Page Canvases Every About Page Needs
Now that we know the purpose of the about page and how we need to guide the customer through the page to establish them as the hero of their own story and build authority & trust, important factors for Google’s E-E-A-T update, we can design the About page.
Set up your About page with the following Showit page canvases for an optimal user experience and search engine optimization:
- About the client & what they want/do/need
- Explain how you solve their desire/what you offer to solve their problem
- Introduce whoever is helping them (link to Author page(s))
- Reveal how you’ve evolved/company history/State your “aha!” moment.
- Cite examples of whom you’ve served/social proof
- Services/Locations served (links to service pages)
- Describe your values/Highlight reviews that backup your brand values
- Tell Them What’s Next/CTA (link to contact page or form submission for newsletter)
This methodology works for Showit and Wordpress page builders like Elementor, Divi, etc… Wordpress page builders call these building blocks sections or containers.
Combining SEO with Sales Psychology to Create The Perfect About Page
Using the purpose, copy, and design outline, we can optimize our page and content for SEO, search engine optimization.
After doing keyword research, establishing the page Title and URL slug, I add (1) one, H1 tag to the first canvas.
Every page should have only one H1 tag; you may see that referenced as “H1” or Header 1 or Header One. The H1 tag is different from the Title tag, but should include the same keywords and further drill down the page’s search intent.
Next, I add H2 tags and H3 tags strategically on the remaining canvases.
Once I’ve optimized the header tags, I identify text within the copy that I can use as anchor text to establish links to other, relevant, content.
My personal SEO methodology relies on a lot of technical SEO, so I’ll skip that for the purpose of this blog post, but you should know that there’s always more we can do to get our content SEO optimized!
Does Your Site Need SEO?
I'm Stefanie Morris, your Showit SEO expert! Contact me today for a complimentary website audit.
Bonus: Sales Psychology Copywriting Tips for Creating The Perfect About Page
Use the Audience’s POV
You’re not just selling a product or service, you’re building an emotional connection.
Use images that show the end-user interacting with a tangible delivery. Photographers can use over the shoulder images of people touching their enlarged photo canvases/luxury albums, etc…
Put the user in the emotional state they’ll be in when the service is delivered. Offer a sense of satisfaction that’s not yet realized.
Writing CTAs isn’t just about what you’re saying, but how you’re saying it. By using the first-person, you’re immediately making your call to action more personal, and your audience will feel more involved.
Strategic use of visual elements and simple, active voice language can guide your audience towards your CTAs, while the right formatting ensures your message isn’t lost in a sea of text.
Use First-Person When Writing CTAs
In your next CTA, use first-person language like ‘Start my free trial’ instead of a generic ‘Click here’.
It’s not just about telling them what to do, but inviting them to participate. By saying ‘Join our community’ instead of ‘Register’, you’re creating a sense of belonging. You’re not just selling a product or a service, you’re offering an experience.
Use Visual Elements to Point to the CTA
Your images are more than decoration. They’re guides, steering your visitors towards the action you want them to take. Remember, you’re serving your visitors, not confusing them. Use images where the person/people are looking toward the CTA.
Use Active Voice
Active voice places the reader right in the action, igniting a sense of immediacy and involvement. It’s an effective communication tool that can transform your persuasive copy.
Instead of saying, ‘You can subscribe today’, say ‘Subscribe to our newsletter’. Feel the difference? The latter is direct, clear, and puts the reader in charge.
Use Simple Wording
This isn’t about dumbing down your content, it’s about making it accessible. Using concise language isn’t just beneficial for you, it’s a service to your audience. When you prioritize effective communication over complex terminology, you bridge the gap between you and your readers.
Use Formatting To Improve Readability
In your quest for better readability, formatting tools like bullet points can be your best friend, breaking down complex ideas into manageable, reader-friendly chunks.
Font choice matters, too. Opt for clean, legible fonts that don’t distract from your message.
Subheadings are another strategic tool, guiding readers through your content while adding structure.
Don’t underestimate the power of white space. It gives your words room to breathe and helps prevent overwhelm.
Remember italics and bolding. These can emphasize key points, but use them sparingly. Too much can look cluttered and confusing.
Write about benefits, not features
You’re making a significant impact on your audience by focusing on explaining the benefits, not just listing the features. This approach fosters customer satisfaction, as it shows you understand their needs.
You’re not selling a product, you’re selling a better, more productive version of their lives. It’s all about the transformation. You’re not just convincing them to buy, but inspiring them to invest in a solution that directly serves them.
Your strategy should be rooted in serving others, not just selling to them.