Writing an About Page that Converts – Interview with Hannah Mang

Your About Page is one of the most read pages on your entire website.

In this episode, we interview About Page Expert Hannah Mang. By the time you’re done with this episode, you’ll know exactly how to write an About Page that is engaging and that converts.

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About Pages are for connecting with your audience. Their purpose is to allow your listeners to get to know you as a person. Offering an insight into your personal life, gives your audience the opportunity to trust you. In the end, they want to buy from you; not your website.

The most common mistake when writing About Pages is too much focus on yourself. Everyone’s time is limited, and people who stumble onto an About Page don’t want to read about a person they’ve never met. Give them something to connect with, something that puts the focus on them. “Are you feeling frustrated with x? Are you looking to lose weight?” Nobody cares unless they understand why they should care.

If you want your About Page to actually do something for you (i.e. build your email list), it can and should be structured like a sales page. Build it in such a way that it prompts your audience to take action. Insert your personality, but remember to give your visitors the opportunity to get value and then take action.

6 Things That Your About Page Should Do For You:

1. Convert
2. Keep People On Your Side
3. Make People Like You
4. Having People Understand What You Offer
5. Be Memorable
6. Establish A Sense Of Trust

4 Steps For A Powerful About Page:

1. Talk about them
   1. Address their pain points
   2. Show that you understand what they’re struggling with
2. Talk about yourself
   1. Only if you have a great story to share
   2. Explain that you’ve been in their position before
3. Talk about your mission
   1. What is your vision?
   2. How does it relate to your audience?
   3. How you can benefit them
4. Talk about how you do what you do
   1. Give them an insight into your process and workflow
5. Bonus: Call to action – Prompt an Opt-in or offer a free consult

Resource Links:

About page for Hannah Ming

Book – The Hero’s 2 Journeys

Book – Selling Your Story in 60 Seconds

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Related Episodes: 

Mitch Miller – Writing Killer Copy

Andre Chaperon – Email Automation

Michael Hauge – Storytelling to Attract Clients

A snippet from Hannah’s website

Finding the words that make people give a shit? It’s my greatest passion and strongest talent. It fills my heart with joy. I believe in finding the perfect balance between clarity and creativity, so that your customers will know exactly what they can get from you and how you’re different from everybody else. Plus: I’m freakin’ good at it! (Modest, too.)

The Go-To “Call To Action” Strategy

At the bottom of your About Page, have a prompt to join your mailing list, and then provide something for free in exchange.

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