_Create credibility with your 'About' page
Your ‘About’ page is arguably as important as your homepage. It’s a condensed version of your offering and is crucial to keep your web visitors and inspire them to call you.
Oh how I loathe to read a yoga studio teacher bio page with no surnames. What purpose does this serve? Certainly not the teachers.
Because the internet has none of the face-to-face cues that people rely on to make a judgment call on your credibility or trustworthiness, people head to your website’s ‘About’ page. They read your ‘About’ page to help determine whether or not to do business with you.
Creating credibility
So how do you create credibility? Knowing what to highlight and what to leave out requires objectivity, writing prowess, and some knowledge of human psychology.
Your education, qualifications and experience are, of course, all vital to include. But often it’s difficult to view your experience objectively and frequently people highlight things which aren’t so impressive while not considering other experiences that are unique, worthwhile or valuable.
Being objective can be extremely difficult when it comes to writing about yourself, and can be excruciating.
It’s often best to hire a professional writer or journalist who is adept at ‘cutting to the chase’, asking the right questions, and then concisely communicate the most interesting facts about you and your business.
Creating trust
Until you have earned it with your actions, trust is difficult to create at any time – online or otherwise. When someone searches your name on Google, results say a lot.
If you’re framing yourself as an authority in your field, having few – or no – search engine results doesn’t bode well. Conversely, results that are negative or that feature someone else with your name are problematic.
In the search engine optimisation sector, some practitioners specialise in pushing negative web pages off the results, replacing them with your positive material. This is the online marketing equivalent of public relations ‘spin’.
Ideally, your website 'About' page, your social media marketing and other online marketing efforts work together to help potential clients gain an impression of credibility and trustworthiness.
Top tips for your ‘About’ page
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See more E-news._
Oh how I loathe to read a yoga studio teacher bio page with no surnames. What purpose does this serve? Certainly not the teachers.
Because the internet has none of the face-to-face cues that people rely on to make a judgment call on your credibility or trustworthiness, people head to your website’s ‘About’ page. They read your ‘About’ page to help determine whether or not to do business with you.
Creating credibility
So how do you create credibility? Knowing what to highlight and what to leave out requires objectivity, writing prowess, and some knowledge of human psychology.
Your education, qualifications and experience are, of course, all vital to include. But often it’s difficult to view your experience objectively and frequently people highlight things which aren’t so impressive while not considering other experiences that are unique, worthwhile or valuable.
Being objective can be extremely difficult when it comes to writing about yourself, and can be excruciating.
It’s often best to hire a professional writer or journalist who is adept at ‘cutting to the chase’, asking the right questions, and then concisely communicate the most interesting facts about you and your business.
Creating trust
Until you have earned it with your actions, trust is difficult to create at any time – online or otherwise. When someone searches your name on Google, results say a lot.
If you’re framing yourself as an authority in your field, having few – or no – search engine results doesn’t bode well. Conversely, results that are negative or that feature someone else with your name are problematic.
In the search engine optimisation sector, some practitioners specialise in pushing negative web pages off the results, replacing them with your positive material. This is the online marketing equivalent of public relations ‘spin’.
Ideally, your website 'About' page, your social media marketing and other online marketing efforts work together to help potential clients gain an impression of credibility and trustworthiness.
Top tips for your ‘About’ page
- Entertain first – your first sentence or two must provoke interest
- Keep it short. Less is more.
- Benefits first. Put benefits to clients first.
- Seek a professional. A good writer will help turn web visitors into clients.
- Don’t forget the basic essentials - who, what, when, where, why.
- Be authentic – don’t worry about what you think you ‘should’ write, let your personality shine.
* * *
To receive our E-news fresh to your inbox once a month, in all its HTML glory, please subscribe. And as a thank you, you'll receive our 'Facebook Cheat Sheet for Yoga teachers' to use Facebook more effectively and escape the time sink. While you can access our E-news without being a subscriber, we value our subscribers and show our appreciation with exclusive offers.
See more E-news._
