Pre-S. I’ve written this post with web designers in mind, but no matter what service you offer in your biz, these tips will still prove very useful!
So even if you’re from a completely different industry, if you have your business online (which I hope you do) you mayyyy just want to stick around to see that you’ve got all your bases covered when it comes to what to include on your about page!
After all, your website isn’t just a pretty place to stick your contact info these days.
It’s your #1 MVP team player, and should work just as hard as you do in your biz.
Ready to make your about page win hearts and open wallets?
Here are my best tips for what to include so that it can win you clients, all while you’re sleeping!
What’s a tagline? It is (or it should be) the first section that anyone sees when they visit your page/site, and at the very least, you’ll want one on your home and about page.
A strong tagline is short and sweet, just one or two sentences with everything your visitor needs to know about your biz to decide whether or not your site or that page is worth sticking around.
The perfect tagline is:
one part what you do
one part who you serve
one part where you’re located (not so important if you’re location independent and can serve pretty much anyone world wide, if that’s the case, feel free to leave this part out).
one part how you’re different
and one part CTA or call-to-action
Back when I was offering 1:1 custom Squarespace design services, when the main goal of my site was to book clients, my tagline looked something like this.
for online entrepreneurs ready to reach the next level of business success
I cannot tell you the number of times I’ve come across a website with photos of just one person on it, clearly indicating it’s a one-person business, not a whole team of people, and there’s NO NAME anywhere to be found!
It’s a real trust-breaker.
Especially if you’re a small one-person business, people want to see exactly who it is they’ll be working with.
You wouldn’t introduce yourself in-person without telling people your first name, and now that you’re running your business while living that #LaptopLifestyle, you need to find ways to recreate that in-person-esque connection through your site.
Sharing your name is the first step!
(Yes, even if it’s already super obvious from your domain name!)
So go ahead and let your potential client know who it is they are reaching out to when they hit that “inquire” button!
Not a fan of being in front of the camera?
I hear you!
But this mayyy be one of those occasions where you’ll want to suck it up and do it anyway.
(Yup. Even dream jobs come with job requirements!)
Remember, you’re not a faceless company selling some product to the masses here!
You’re selling what it would be like to work 1:1 with YOU.
You and your clients will be working pretty dang closely over the next couple weeks/months to get their vision for their site up and launched to the world, so be sure to include a few photos of your friendly face to get them warmed up to that idea!
You can talk about your mad skills all. day. long. but if you never show your face around your site, you are missing out on major know-like-trust factor brownie points for your biz.
Beautiful branding helps, but at the end of the day, as a one-person business your brand is you!
Besides, you’ll be needing some visual content on your about page to break up all that text (and keep your site from looking like you’re writing your undergrad thesis!)
Oh, and if you’re using some grainy, poorly-lit, less-than-profesh selfie you took on your iPhone…you’re basically just phoning it in. (See what I did there?)
Feeling like photos aren’t in the budget?
You don’t have to go all out and book a #celebritystatus photo shoot to make magic happen.
As I mention in my post 6 reasons you aren’t attracting your ideal client as a Squarespace website designer, try a little bit of networking/skill-swapping to get what you need!
Somewhere out there, there’s a new photographer with a fancy new camera just dying to build their portfolio! (they may even need your services to build out their new photography site!)
If you’re selling the solution to people’s pain points, they are going to be more likely to trust that you actually know the solution if you talked about how you arrived at it yourself!
How did you come to offer what you offer?
What happened or changed in your life that made you want to help people with their websites?
What is it about your story that makes you uniquely positioned to serve your exact ideal client, and not just another designer?
Oh, and P.S. this is also your chance to infuse your personality!
Because when it comes down to the wire, connection with one person’s vibe over another’s could be the final decider between two equally talented designers!
Worried about scaring people off with your vibe? Don’t be!
It’s actually a positive thing to be polarizing! It should be your goal to only attract and speak to the exact people you actually want to be working with, which means repelling a few other people along the way!
There is every kind of person out there on the ol’ interwebs, and if none of them are turned-off by the way you do things, it’s probably because you haven’t clearly defined your brand or messaging yet.
(And if it’s unclear who you are and what you offer, you ain’t attracting nobody!)
Unless you are going for a super corporate vibe where all your clients have more money than time, chances are your future clients would love to be able to relate to you on an actual human level.
Keep in mind that they are probably super nervous about dropping thousands of dollars on their project, and basically handing off their business (a.k.a their baby) to a total stranger for you to build their online home, *ahem* website.
So don’t be a stranger!
Share the random and the interesting. Share the memorable. Share the struggle!
Set yourself about from the competition simply by showing them YOU.
Don’t be scared to toot your own horn a little and make it clear why you are the obvious choice for someone looking for what it is you offer.
What sets you apart from other service providers offering the exact same thing to the exact type of target client?
Who have you helped that’s kind of a big deal?
Or maybe it’s not just one person in particular, but that you’re proud of the number of people you’ve been able to champion through your services as a designer!
Include a short but powerful testimonial or two to in their own stand out sections to break up the content and talk about the impact your work has had on the lives of others! (And if you have a blog post on project that illustrates that, be sure to link to it!)
Want my best tips for blogging about past projects to help you win more clients?
This is is also the perfect time to shout out about any places you and your work have been featured with a little “as seen in” section.
Think you need to save the selling for your services page?
Nah, friend! Do a little self-plugging on your about page, too!
People may not be aware of what all you do in your business, and would be genuinely interested to find out that you also offer copy (or whatever other complimentary service they didn’t know was a thing they needed until they landed on your site!)
Again, use storytelling to share why you offer what you offer and you’ll find it’s a super natural way to share what you do, and quickly take site visitors from scrolling to scheduling!
Right after you finish your humble brag/self-plug, make sure you include some sort of clear and obvious path for your client that tells them exactly where to go next!
“Interested in learning more about my web design packages? Click the button below!”
The purpose of every last page of your site is to invite potential clients to work with you, and that includes your about page!
You can use the same CTA throughout, though it would be helpful to play off whatever the previous section on the page says.
So, if you just finished talking about how your past client’s lives were impacted after hiring you to design their site, let your CTA point to your future ideal client’s pain points, and their next step to getting them solved!
“Tired of dealing with XYZ problem? Let’s jump on a call to talk about XYZ solution!”
Usually the only time someone visits your about page is when they are brand spanking new to your biz.
They may have yet to read a single blog post, and they probably missed that IG post you made 17 weeks ago about your freebie.
So take your best freebie opt-in gifts and use it to welcome them to your site!
If they are checking out a whole host of other designers, or prefer to hang out on social media instead, they may or may not make it back to your site any time soon. So using freebies to get them on your email list the first time they visit ensures that you are able to stay in contact and keep that connection growing.
Heads up! If you’re using a freebie to attract future clients, you also want to have a dang good series of emails lined to up to welcome them and continue showing them around your biz.
The last thing you want is to let all those emails sit there and collect dust until you’re ready to brush them off and start pitching your services.
For how to send a welcome series automatically when someone signs up for your free thing, check out this post: ConvertKit 101: Beginners guide to sending a welcome/evergreen sequence.
Not sure what to send your email list to keep them happy and engaged while you wait for them to book? Check out this post. (I wrote this for those hoping to add passive income to their biz, but the same principles apply when using your list to grow your potential client base!)
It can be tempting to want to include links to your social, and that link to your fav book on Amazon so you can earn that sweet sweet affiliate income…
($3.07 extra in affiliate earnings a month? Heck yes, Amazon! I’ll take it!)
But you may want to think long and hard about your main site goals before you go including any links that send people away from your website!
Ask yourself, is this really the most important thing that they be doing on this page? If the answer is no, then you might skip it.
At the very least, make sure those links that lead away from you are opening in a separate window!