Potential customers or clients hit your About page because they want a few key pieces of information. “What people want” is to get your contact information quickly from your About page — so make it easy to find.

Fortunately, this is an easy fix. In less than a half-hour, you can have an About page that tells your customers and clients exactly what they need to know to move forward with you.

And to let you know more about how to do it, I’ve tapped what might seem like an unlikely source — the notoriously volatile Britpop group, The Kinks.

1) You Really Got Me

“Yeah, you really got me now,
You got me so I can’t sleep at night”

You know your potential client so well that you know what keeps them up at night. Use one pivotal pain point you’ve overcome in your business and show them how your experience can make theirs go away. No more ignoring the problem by hitting happy hour and putting it off another day.

You understand their fear. You got this. They feel it by the way you talk about it and the words you use. It’s those conversational phrases and the tone that speaks directly to them.

Think about those vulnerable Instagram posts where you ask anyone if they can relate in the comments.

2) Give the People What They Want

“Well it’s been said the world’s a stage
A different performance with every age…
Give the people what they want
You’ve got to give the people what they want.”

Having a strong About page, with easy to find contact information, is a simple way to do that. Make your contact information easy to find on that page. A quick check of your analytics will likely show that this the most visited page on your site. One of the simplest ways to build trust online is helping visitors understand who the company is and how to contact them. People buy from businesses they trust and know how to establish credibility.

Give people an easy way to find you again after they click away.

Besides, the enigma rock star persona works better on Tumbler.

3) People Take Pictures of Each Other

“People take pictures of each other,
Just to prove they really existed.”

With cell phone photography, we’ve entered the age of visual literacy. We live in digital world where well-written content is only half the story. So it’s crucial to use clear, attractive photos of you. A clean, well lit headshot is key.

People connect with bright eyes and a warm smile. If you want to include more than one photo, then a natural photo of you doing your thing with a client is a good addition. You want these photos to show how approachable and professional you are.

Leave the artsy, half-profile shots for your Facebook page.

4) Lola

“Girls will be boys and boys will be girls.
It’s a mixed up, muddled up, shook up world,
Except for Lola…Lo - Lo - Lo Lola…”

This page is the place to share a more personal part of your story that connects with the people you want to work with. Your About page is where you begin to build trust in a personal way.

The world feels like a chaotic and confusing place right now. So choose certain parts of your personal life story that will resonate and weave them in ways that are relatable to your ideal client. Help them connect to a more personal side of you.

Let your potential clients and customers understand who you are. That’s the first step in establishing their trust. It will help them see that there’s no one quite like you.

This feels a little creating a profile on Ning. This social network lets you to create your own social network. There’s a something for everyone on the internet.

5) Better Things are on the Way

“Hoping all the verses rhyme
And the very best of choruses to
Follow all the doubt and sadness
I know that better things are on the way.”

Send the message you want to send about your business by sharing your vision and how it benefits them. Show them how you will help their business be in the spotlight.

You’re the one that can solve their problem and can alleviate their pain because you’ve been through it. They see themselves in a better place after working with you.

Since it’s one of the most visited pages on your website let people know they are in the right place. And if you’re not a good fit for them, it’s important they recognize that too.

Think your most inspirational Pinterest board.

Your About page is a doorway into letting people see the person behind the business. These five things will make it sing:

Have a clear, approachable photo of yourself.
Make it easy for people to contact you and keep in touch.
Tell a story instead of a predictable chronology of your experience.
Use words, phrases and a tone that speaks directly to your customers.
And show them ways you can help them look like a star.

If this sounds overwhelming, I can help. Let me create the content that shares your expertise so people feel like they know you. Words and photos that emotionally connect with your clients and share your knowledge.

Remember all those blog posts, articles and newsletter ideas you thought about in the car that didn’t get written? I can help you get those created and published, so you can wow your web visitors and meet your goals.

I offer day rates and we can write your About page in a day! (no obligation, of course).

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