Most of us are more interesting than our About page might lead potential customers to believe. Whether your bio reads like a resume or a sales pitch, there are ways to fight back against a boring About page.
When you are developing a new website, it is easy to focus on the pages that sell your business. But you may be surprised to learn that after the Home page, your About page will get the most clicks. That’s because, especially in the professional service industry, customers are hiring a person, not a business. They want to know who you are.
Unfortunately, when business owners write their own web content, the About page often doesn’t get the attention it deserves. Depending on the personality of the writer, it could sound too salesy, too self-centered, or just too boring. Here are a few ways to fight back:
1. Use a Relatable Headshot
We live in a visual culture. The way your webpage looks is just as important as what it says. When it comes to your About page, that’s your headshot.
Professional service providers like lawyers and attorneys often default to very traditional, conservative headshots with suits, ties, and a stark background. This has historically been connected with a sense of professionalism. It is also cold.
Clients hire people they can relate to. A traditional headshot doesn’t foster that relationship. Consider loosening the tie and using a more relaxed picture (possibly in addition to the traditional headshot if you operate a more conservative firm). It will help potential customers see you as a person, not just a professional.
2. Use Content That Relates to Readers’ Needs
Your About page’s content needs to support the message the imagery is conveying. That means the formality of the language will depend on the overall branding of your firm.
But whether your company uses first or third person, formal or informal language, your content should still be designed to relate to readers’ needs. As you describe your professional experience or industry awards, make sure each point relates back to how it will help you help your readers. Accolades are important to establish your expertise, but they won’t make the impact you are hoping for unless readers understand what an award means for them.
3. Let Readers Hear Your Voice
The larger your firm is, the more likely it will be that someone else will be writing the content for your website. This can sometimes mean that your personality and voice can be lost in favor of SEO, keywords, and cross-references.
Even when you are part of a large, formal firm, it is important for readers to hear your voice on your About page. If your website is written in first person (using I and me), this is easier than if it is written in third person (he, she, and they). But even then, a well-placed quote can inject your voice into the content and give readers a glimpse of the person they will ultimately be hiring.
A boring About page is a fast way to turn off potential customers and send them looking elsewhere. Fight back against the boring by making your biography relatable, in its imagery and its content, and by making sure readers can hear your voice. It will help users connect to you and your firm and improve the chance that a click will turn into a client.
Lisa Schmidt is a writer for Legal Linguist in Ferndale, Michigan. She writes blogs and web content for law firms and small businesses. If you need help revamping your About pages, contact Legal Linguist today to schedule a meeting.