Was it “months ago?” Or worse, “years ago?”
Look… on Social Triggers, the about page is the #5 most visited page on the entire site.
If you take a second to check your stats, I’m betting your about page is just as, if not more, popular.
Which means this: ignoring your about page is dumb.
And that’s why I declared today “update your about page day.” Keep reading to learn exactly what you need to do.
First…a Word of Warning
If you updated your about page months or years ago, and it converts extremely well, you likely don’t need to change anything.
However, I’m suspecting that’s not the case. If you’ve made it this far, I’m suspecting you whipped together your about page once… and forgot about it.
How do I know this?
Because that’s what I did… and I know better!
(In my defense, my about page converts well, which is why I’ve actively ignored it. Don’t fix what isn’t broke, after all).
But for those of you who don’t have an about page that works, proceed!
To keep you honest, make a commitment in public right now and tweet:
“I’m finally updating my about page because of this article – http://bit.ly/GKh27N” – Click to Tweet
And now, let’s get into the meat!
The 3 Mistakes People Make On Their About Page
Before I share the exact formula I use to write about pages, let’s first mention the common About Page Mistakes!
Mistake #1: It’s Not About You
When you sit down to write your about page, you may “think” you need to talk about yourself.
But that’s a huge mistake.
People don’t care about you. People want to know how you can help them, and whether you’re qualified to help them.
Mistake #2: It’s All About You
On the flip side, if you share too little about yourself, people won’t connect with you and your website. They may think you’re too corporate.
(Being “too corporate” is one of the main reasons why people visit sites… and leave them within a few seconds. It’s proven).
So what’s the happy medium?
You’ve got to follow what my friend Jonathan Fields calls “tactical transparency.”
What’s tactical transparency?
It’s simple. You only share things about yourself that you think your target audience or customers will connect with.
As an example, if you’re a mommy blogger, and you’re helping other mommy bloggers, talking about your kids is completely okay.
Mistake #3: No Opt-in Forms On Your About Page
As I said… your about page is likely one of the most visited pages on your site.
And if you’re focusing on your email list (remember, email marketing crushes social media marketing), you MUST put an opt-in form on that page.
In some cases, you might even want to add 2 or 3 of them.
It’s the most visited page on your site. It might as well be a business-building page!
Now You Know About The Mistakes… What’s Next?
First, you can leave a comment on this blog post and let me know what mistakes you’re making.
Then, you can proceed to this article and follow the 5-step formula for creating about pages that convert.
About the Author: Derek Halpern runs marketing at DIYthemes, and founder of Social Triggers. To get more tips on list building, sign up to his list here. He's also giving away an awesome bonus for RHH B School. Read the Marie Forleo B-School Reviews.
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