So you’ve made the decision to finally launch your health and wellness website. Maybe you’re going to start blogging, or maybe you just want an online home for your programs, products and services.
And because you’ve been following me for awhile you know that instead of fiddling with your logo or the placement of a few images, how you’re going to spend your time is writing effective web content that connects with your ICA (Ideal Client Avatar) and builds the Know, Like, Trust factor right!?
You might think that the content on some of your web pages doesn’t really matter because no one really looks at them. You’re hoping your virtual visitors are probably just jumping right to the Services page to find out what you offer and how to work with you, right?
Not a likely scenario. If you think of your website as your virtual home, think about how a visitor in your home would act. Once they’ve knocked on your door, they’re going to want to take a look around. Check out the photos on the walls and get to know you a little bit.
And this is why the ‘About’ page is the second most-visited page on most websites (what is the first you ask? Your homepage, but that’s because it’s often the default most people land on. The About page is an intentional visit).
Why is this?
Because people want to learn about you – but also what you can do for them.
They want to find out why you are the authority on your niche in the health and wellness industry, and decide whether you are qualified to give them the advice and recommendations they might be seeking. They want to decide if they like you and can connect with you. And they feel they can best accomplish this through your About page.
The About Page = Prime Opportunity
The About page is your opportunity to share your perspective with website visitors about health and wellness, and even more important – your niche.
It’s your chance to explain to your visitors how you can solve their health and wellness problems, and why you are qualified to do so.
- How can you provide them with solutions through your programs, products and services?
- What makes you unique among other health and wellness practitioners?
- Why should they trust you to help them with their pain points?
- How can they benefit from working with you (and from signing up or buying your stuff)?
All of these questions should be addressed on your About page.
Note that people will be more willing to connect with you if they see that both of you share the same or similar experiences and pain points.
Consider sharing your personal stories on your About page as they relate to your niche, and the services and products you offer. This humanizes your website a little more and is a great way to establish trust with your potential clients and customers.
Tell your visitors why you decided to start your business (and create your website), and give them reasons to should stay on your website. Purposely pull your people down the rabbit hole and invite them into your world.
Your About page is also the place to tell visitors details about yourself, including your credentials, education, and your work experience as it relates to your niche – basically what makes you qualified to educate others about health and wellness.
Just to be clear though – this isn’t your resume or documentation of your entire academic life. Your About page is actually about your ICA, not about you!
Make It Picture Pro-fect!
You should also include a recent professional photo of yourself on your About page – this not only allows visitors to put a face to your name but is another opportunity to help you look credible.
In addition to a professional photo, consider adding some photos of yourself that are a little more casual in nature but still high quality.
Maybe a photo of yourself in your “work” environment or doing something related to your niche, E.g. teaching a class, preparing a meal in your kitchen, exercising, etc.
Photos are also a great way to break up the content, especially if the page is a little lengthy – which is fine!
In addition to posting photos of yourself, consider making a short (under three minutes) introductory video about yourself and posting it on your About page. Some people actually prefer to watch videos instead of reading content.
A video allows visitors to get to know you on a more personal level and helps set the tone for your website.
The content of the video can be a summary of the content you already have on your About page – tell the viewers a little about yourself, how you can provide them with solutions to their pain points, and why you are qualified to help them.
The Proof is in the Testimonial!
Yet another effective way to establish trust and build credibility with potential clients is to include testimonials from previous and current clients on your About page.
As you know, one of the best ways to get new business is through word-of-mouth and referrals, and testimonials are a highly effective way of accomplishing this – basically your clients are doing the selling for you!
* Make sure to get written permission from your clients before posting a testimonial from them on your website.
A proficient way to do this is to send a form to clients asking them to provide you with a testimonial, explaining how you will be using their words, and including some questions for them to answer so the form is easy and convenient for them to fill out.
Here are some questions you might want to include on the testimonial form:
- What pain points were you experiencing prior to working with me?
- How did I help provide you with relief for your pain points?
- How has this affected your quality of life?
- Do you have any other comments regarding my program/services/product?
Or you can include screenshots of comments from your Facebook Group or in emails you’ve received. Just be sure to block out the person’s name if you don’t have their permission to share their name and photo.
Compel Them to Take Action!
Your About page should include at least one call-to-action (CTA). One way to do this is to change the name of your ‘About’ page to ‘Start Here’ – this can be an effective CTA in your web site menu for someone who has never been to your website.
Another CTA you should include on your About page is to join your email list via an irresistible lead magnet – this is a simple way for visitors to stay connected with you.
For example, you can embed an opt-in form on your About page or include a link to a landing page where visitors can easily opt in (we use Clickfunnels for all of our opt-in forms and landing pages).
If you decide to make an introductory video, you can include a CTA at the end of your video, and also display your CTA in the video (such as the bottom of the screen) if the video technology you’re using allows you to do this.
If you offer anything for free, such as an online course, include a link for visitors to sign up for your course.
Don’t miss this extra opportunity to build your email list right from your About page!
Writing Your About Page
Now that you know the type of content you should include on your About page, it’s time to actually START WRITING IT!
While there are numerous ways to write an amazing About page, what really matters is the core message you want to get across to people – your potential clients.
And that is, what you can do for them, and how you’re THE ONE who can address their problems and what exact solutions you have to those problems.
Your About page should be written in the first person with a casual and friendly, yet professional tone.
Visualize your target audience, and let them see your personality through your writing style – let your “you-ness” really shine! Be personable and conversational, as if you are talking to them face-to-face.
FYI – an introductory video is also a great place to do this.
If you’re making an introductory video, write a script incorporating this content. Never start with a blank slate and repurpose whenever possible!
About Page Writing Flow Chart
Brief, friendly intro –> [attention-getting heading] –> Address pain points right away –> [new section/transition] –> Here’s how I/my business can help you –> [new section/transition] –> Here’s how I can relate to your pain points & what you’re going through (my own personal experience…”I get you”) –> [CTA: call to action] –> Compel the reader to TAKE ACTION
*Sprinkle in some social proof.
While this guidance is all well and good, let’s face it… writing about yourself doesn’t come easy for a lot of people! It can be downright awkward and anxiety-inducing.
You wonder what people will think of you, is your niche relevant (and desirable), are your stories interesting, why would someone work with you over the hundreds of other health experts out there?
Don’t be concerned about any of that – JUST BE YOURSELF.
Remember that you want to be authentic with your people (but of course set some boundaries) and tell them why you are unique – what sets you apart from all the other health and wellness professionals out there.
(Yes, there are many people who will be doing the exact same thing as you – but they don’t do it the way YOU do!)
Your About page is that prime opportunity to make a fantastic first impression, connect with your target audience beyond the surface, pique their interest to keep them coming back for more – and even a little email list building thrown in for good measure!
Now tell me in the comments below, do you have an About Page that you love? Do you have any tips or suggestions to share that might help someone just getting started?