Your headline doesnt need to be catchy or clever or punchy. It just has to encapsulate what you do, how youre different and why people should keep reading. Here are some example value propositions: Life coaching for people who give a shit (liz goodchild) A marketplace where people connect to make, sell and buy unique goods (Etsy) tools to grow your websites traffic (Sumome) A marketplace for accomplishment (Thumbtack) For every page. And I do this last. Ive found the best stories reveal themselves throughout the writing process and its easier to come up with something clear and unique after writing the rest of page. But thats what works for me—you do you.
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About Page is depressed and not being helpful at all :-( As you can writing see, a great About Page can be the difference between a quick visitor exit and a newly obsessed fan. So how do we turn your awkward third-person text fest into a sticky page that leads to more press opportunities, subscribers and rabid fans? By knowing the anatomy of a good About Page: Step.) Understand the Anatomy of a good About Page Essentially your About page has two jobs: (1.) Get new readers excited to have found you. (2.) Send them to the right place. There are a million creative ways to format your About page, but there are a few sections I consider for each page i write: a value proposition a day dream a differentiator a story An Offering a call to Action I like this order, but. This Anatomy of an About Page contains everything symmetry I put into about pages I write that cost up to 9, pay close attention and take notes! Lets go through each section, then walk through some examples. Here are the different parts of an About Page. Part.) The value proposition: a value proposition is just a fancy way of answering the question: What is unique and desirable about you? Its usually just a sentence or two, and works great as an introductory headline. When you use this headline on your About page, you also avoid the dreaded (and completely overused) headline: About.
Youve just told that new reader: Sorry, nothing london to see here. And instead of that new reader devouring everything youve ever created, they click that terrifying x and explore someone elses website. Step.) Understand its your About Pages job to steer the visitor somewhere: Think about your About page as a train station—bustling with crowds, each person armed with a different destination and departure schedule. These visitors have one thing in common: They want to get somewhere! Its your About Pages job to tell them how: Thanks for the help. Sadly a lot of people treat their About page like an abandoned station with a boarded up ticket window. This sad and abandoned About Page is telling visitors theyre in the wrong place and to get off at the next stop: Awww.
I hacked into nevilles private analytics and stole these screenshots from his account: Despite him having a terrible About Us page, people stay on the page for an average of 2min and 3secondssince he has barely 3 paragraphs of text on his About Page, this. However since he put very little effort into the page, hes missing some crucial opportunities to lined hook people in for life, or take an action. Dont be dumb like neville and neglect the 2nd-most visited page on your website! Step.) Understand your About Page is often the highest bounce rate of any page bounce rate The percentage pdf of visitors to a website leave after viewing only one page: Think about it Whether it was via a facebook advertisement, google search, or guest post. Now, these new readers either leave. They click About in your navigation. And that, my friend, is a very clear, screaming statement: I like what I see tell me more! Youve piqued their interest, and its your About pages job to reel them. The problem is, most people slap up a third-person copy/pasted bio from LinkedIn and call it a day.
your About page is often the most-visited page on your entire website. your story is, tHE content that will stay in a readers head long after theyve clicked exit. Organizations from start-ups to nonprofits dont pay me 1,500 and say: Write us an About Page please! What these clients pay for is: A story that makes journalists pick up the phone. A value proposition that makes readers sign up for everything theyve ever created. An offering that makes customers request a beta version of software thats still in stealth mode. So lets dive into how to actually do this: Step.) Understand your About Page is often the 2nd-highest visited page behind your homepage.
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Businesses pay this woman between 1,500 and 9,500 to write their About Us pages. That is, marian Schembari, and shes a copywriter that specializes. A 1,500 minimum seems like a crazy amount re-writing a single About Us page. So why is Marian able to charge such high prices? I lured Marian to austin with promises of cupcakes and jellybeans, then stole all her secrets. I made marian some nice truth serum tea and she gave away all the secrets to writing a 9,500 About Us page below: marian, starts talking here-, marian starts, talking here.
Marian starts talking, here-, marian starts talking here, for a page with no clear roi (unlike a sales page with obvious conversion metrics it doesnt make a ton of sense that youd put a lot of time into an About Us page. Thats why most About pages suck big time. You know nptel the ones about Rambling 3rd-person paragraphs listing out a companys timeline or a contractors education. Dont worry, ill lay out exactly how to write an About page without having to pay me 1,500. But first, know these two things:.
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