Ready to show your LNC Competence? It starts with a powerful LNC ‘About’ page. That page is the most important page on your website.
Many people will visit your ‘About’ page to find out:
- Who you are
- What the site is about
- Learn if there is a real person or company behind the scenes
- Find contact information
- See if your personality and philosophy are in line with theirs
These are all important things to consider when visiting a new site. First-time visitors to your LNC site want to know if they should look deeper or move on. You’ve probably looked at your share of ‘About’ pages, too, so this likely does not come as a surprise.
And that’s true whether the site is selling coffee cups or cat toys or consulting services.
Most entrepreneurs know how important the ‘About’ page is, however it’s still one of the most challenging pages to write. We’ve been taught from an early age that bragging is rude, and your ‘About’ page might feel like you’re showing off.
Many of us have trouble talking about ourselves at all, hence the struggle to decide between first person or third, and including a picture. No way! Therefore all of those things must be tackled if you want your ‘About’ page to attract your ideal reader and encourage them to investigate your site and services offered more fully.
The Real Purpose of Your ‘About’ Page
Because it’s called the ‘About’ page, you might think a visitor clicks through to learn more about you. That is the case, to some extent, but it’s not the real reason they’re compelled to click.
A visitor reads your ‘About’ page to learn more about what you can do for them.
While your About page definitely needs to show who you are and why you’re in business, it also needs to encourage visitors to read more, contact you, and maybe even make a purchase.
That’s a lot to expect from a single page, but with a little planning, it’s absolutely doable.
Show your LNC Competence
We’ve already said that most new visitors to your site will click through to your ‘About’ page. That’s true, and it also makes it imperative to feature that page in all your navigation.
But that doesn’t mean you have to use the ‘About’ title on the page itself.
Just like a sales page or any page on your website, for that matter, your ‘About’ page’s headline should compel visitors to read further. Use an intriguing headline and image to pique your curiosity and encourage you to read on.
To be clear, the link in your navigation should definitely say ‘About Me’ or ‘About Us’ or even just ‘About’, but the title at the top of the page itself can be something more compelling.
Take the time to create a compelling ‘About’ page that grabs the visitor’s attention. Remember to update it as you gain recognition or new skills to share. If you aren’t staying on top of this, people are missing out on what you have to offer.
Pat Iyer is president of The Pat Iyer Group, which develops resources to assist LNCs in obtaining more clients, making more money, and achieving their business goals and dreams.
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