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Landing Page Design: 7 Strategies to Turn Your Boring Page Around!

landing page designLet me ask you a few questions.

Does your About Us or landing page design give people irresistible reasons to work with you?

Will they be inspired? Do you clearly and persuasively present the value you bring to them?

If people had to make purchasing decision only on the strength of your About page would they give you $1000? Would they give you $10?

If your answer to any of the above questions is no, then you, just like I did, have some serious work to do.

And I’ll be honest, I didn’t want to redo my About Us page. It was hard enough to complete the first time around. It wasn’t something I knew how to do and to be honest, it felt like a chore.

Unfortunately, that showed.

Sure, I had a compelling headline and a nice landing page design (I had at least learned not to lead with “About Us”!), I had some teaser content that let visitors know what I did and how it could help them and I even had a newsletter sign-up form. But it wasn’t enough.

My decision to revamp my About page was made when my Google Analytics Report showed me that I was getting tons of traffic to this page. Traffic that I wasn’t converting on.

You might just be losing out too!

But it doesn’t have to be that way…

Your About Us Page Isn’t Sticky

What do people do once they get to your About Us page? Do they get to the page and bounce off of your website? Or, do they engage with your page and begin creating a relationship with you?

The stickiness of your about us page and the level of emotion that it evokes can have a drastic impact on your financial bottom line. Don’t believe me? Fine, but take into consideration for a moment the power of a great project page on a crowdfunding site like Kickstarter.com, RocketHub.com or IndieGoGo.com.

Each of these project pages is really a glorified About Us page designed to ensnare your emotions and convince you that it is worthy or your time, your consideration and your money.

Is your About Us page that powerful? Is it that sticky?

It should be.

Different Viewers Need Different Information Before They Can Know, Like and Trust You

Another word for stickiness is engagement. For your audience to really engage with you when they visit your About page you must speak in a language that they can relate to and will notice.

And most of us don’t!

If you don’t speak their language they will ignore you. It’s not that they can’t use or don’t want what you have, it’s that they don’t recognize that you are someone that they want to know, that they might like and that they can trust.

In the past many of us were taught that a sticky webpage was a page where people had something to do. It could be anything from filling out a survey, downloading a white paper or even signing up for a newsletter.

But that’s not what we are looking for on a sticky and engaging About Us page.

Make Your About Us Page the Most Interesting Person Online!

Have you ever gone to a party and met someone that has totally blown your mind? That you instantly and desperately wanted to get to know better?

I’m talking “The Most Interesting Man in the World” kind of interesting.

Chances are, you weren’t the only person in the room who wanted to get to know that person better.

Well, that’s what you need to do with the About Us page of your website. You need to leave people laughing, crying, inspired or in love with your company and your people.

One of the best About Us page examples I have ever seen is Zappos. The Zappos About Us page is so important that it even has its’ own sub domain.

Now, you don’t have to create a whole subdomain of course (unless you want to) but your About page must have a personality that flows off of the page and must holds a visitor’s attention long enough to let them take the first step in forming a relationship with you.

When you are the most interesting person at a party or networking event people come to you and others follow. Secretly they hope you will ask for their card or to meet with them later. They are ready to connect.

Once you have engaged your website visitor, they are ready to connect… they can’t help it. So your job is to get them to that point.

7 Strategies to Help Your About Us Page Come Alive

Creating a really engaging About page requires a great deal of thought because it is one of the most visited pages on your website. Once you can truly articulate what it is that you do in a way that enthralls others you will find that people clamor to work with you or buy from you.

Are you ready? Here are seven strategies that you can use to make your page pop!

1. Your Business Has a Soul… Find It!

One thing that I love about Zappos is that they have a clear corporate culture… a soul if you will. To find the soul of your business or blog simply answer two questions:

  1.  How do you want people to feel?
  2. What do you want people to believe

2. Speak to the Four Major Myers-Briggs Personality Profiles

I was introduced to Myers-Briggs by Michael Drew, a man that has a 67 out of 67 track record for getting authors on best sellers lists. In a course I took from him on platform building he discussed the four major profile types: NT, NF, SJ, and SP. If you want to get into the nitty gritty of these, just Google: Myers-Briggs.

Here’s a rundown of the four major types in my own words:

  1. NF: People that like stories and focus on relationships. Give them a compelling story to connect with on your about us page.
  2. NT: People that prefer to listen to the experts. These are the people that want to know that you know what you’re doing. So give them testimonials, examples and links to your other professional networks and affiliations.
  3. SP: People that want things fast and fun. They may only need to read the headlines and subheads before making a decision. So make your headlines energetic and make it easy for them to figure out their next step.
  4. SJ: People that love process, analyze, and ponder who will read the details. Who reads instructions manual? These people do. So give them a way to really dig into your company and if you are comfortable, share as much of your process and procedures as you can so they can make an informed decision

Suggestion: To help the SJ go deeper and the NT to see your worth, consider including links to articles from your blog or other areas of your website that allow them to explore

3. Use Video to Make a Personal Connection

Not everyone likes to read and most people can’t help watching a video when it’s sitting dead in front of their face. This applies as much to your About Us page as it does on your blog page, or even on YouTube.

To really capture their attention and to put a face and a voice that visitors can connect with, consider using a video that gives them an inside look into your company or simply about yourself and members of your team.

Suggestion: Place your video at the top of your about us page after the title and approximately 25 words of teaser content.

4. Embrace Transparency by telling a Personal Story

Stories are powerful. If you can become an expert storyteller you are always in a position to win in the market. So find the stories that show your vulnerable side, that prove that you are human and that you can own up to past mistakes or how you handled your business challenges.

Suggestion: Place this personal story right after your video.

5. Activate the Laws of Influence by Using Three Types of Social Proof

When people see that other people know, like and trust you they become more inclined to. It’s just the way that we work – it saves us time in our lives!

So make use of this phenomenon by tastefully utilizing favorable comments, testimonials and your major social media channels on your About page.

Suggestion: Invite people to leave comments on your About Us page. But be careful to moderate – some neutral or even negative review prove your honesty – but too many will kill you.

6. Offer Free Appetizers That Establish You as the Expert

There are two types of freebies you may want to include on your About page: the freebie that requires opt-in information and the freebie that requires nothing in return. Simply by virtue of offering a no-strings attached freebie, people will find it a better investment to give you their name and email address.

Suggestion: Include in your verbiage that they will also receive a subscription to your newsletter.

7. Feature Other People

Nobody wants to do business with someone that isn’t connected to others – that would be basically undoing the laws of influence you worked so hard to establish!

To really give people a sense of who you are, make sure that you introduce them to the other people involved in your business. You can do this by introducing them to business partners or the contractors on your team.

If you are a solopreneur and you want to show people that you have connections, consider spotlighting several of your closest, complimentary networking contacts. Be sure to get their permission first!

Suggestion: Consider using a thumbnail image to display the people on your team… especially if you have more than four people to highlight.

Implement One Strategy at a Time Until Your New Page is Born

Now that you have an idea of what you can do to make your About page pop and bring it to life, it’s time for you to figure out when you are going to get it done!

In my opinion, the easiest way to transform your About Us page is one week at a time. Pick a day of the week to start and put each week’s task on your daily schedule. Schedule in advance the tasks for the next six weeks – always on the same day or time, if you can manage it.

By making this a priority and scheduling your time accordingly, you will get it done.

It is time for you to build an engaging, socially dynamic About page. Who knows what kind of small business opportunities you’re missing every day that you don’t.

What advice do you have for people that want to improve their About Us pages – what do you most want to see in one? Want to show off yours? Pop a link in the comments.

About Erica Lane

Erica Lane (@EricadLane) is a research and development junkie who is passionate about collaborating and partnering with entrepreneurs to create business systems and processes that make a difference in the world. A cancer survivor she is on a mission to create a cancer cure lifestyle formula. Her free weekly newsletter is available at EricaDLane.com.

69 comments

  1. The insight here is priceless! Based on this post, my about page is far from sticky and is in dire need of…life! My site centers around art and I should have been the very last person to fail to pull soul from my about page but hey! We live & we learn, right? Indeed! A video – one with transparency built into it – and speaking to the personality types are the changes that I’m making within the next 24 hours.

    Many, many thanks, Erica!

    -gem

  2. Thank you for this – it’s extremely useful since, like a few other people, I’m currently struggling with writing my “About” page. I’ll be coming back to this post (it’s already bookmarked so I can find it again) to re-read and redigest when I’ve figured a few other things out.

  3. From Tip #1: I think I need to add more feelings to my about page. I write about the feelings and use them in pull questions, but could stand to elaborate on them more.

    Tip #2: I haven’t listed my professional affiliations or links to my expert profiles on other sites. It’s on my “list of things to do”, but it’s been a fairly low priority. I hadn’t even thought about the fact that some people need that proof in order to move forward. And subtitles! I really liked that on Justin’s blog and need to create some of my own. I think I’ll create an “About” page and then a FAQs page to differentiate. I will include links to blogs and articles on other sites. Such great ideas! I’m looking forward to implementing. :]

    Tip #3: I resist video because I don’t want it to look unprofessional. BUT… I happen to know of a freaking amazing videographer who’s willing to help me out with my about video and a video for an IndieGoGo campaign I’m about to start up.

    Tip #6: My blog and articles are, of course, free, but I’ve never even considered adding something else TOTALLY free – without the opt-in! Now I’m wondering what exactly I might offer…

    Tip #7: I’ve been working on creating some JVs – and it’s starting to work! I’m so excited to be implementing this aspect of business and marketing! :]

    Thanks for all the great tips! My first instinct is to implement them all right away, but, as with the Scavenger Hunt, I need to pace myself and take time. Looking forward to it, though! 😀

    1. As you stated, pacing yourself is key! It sounds like you have a lot wonderful things going on and that you are very purposeful in your actions. If your about page is anything like your comment here, then I know that your about page is going to be smokin’ hot!

    1. Hey Carolin! Congratulations on having an About page that makes you happy! Going back to the drawing board isn’t necessary. Instead, consider taking a look at your About page on a monthly or quarterly basis and if you feel so moved…make small incremental changes. Good Luck!

        1. Hi Carolin,

          I took a look at your about page and here is a quick suggestion. Try moving this sentence, “If you don’t have the time, skills or resources to commit to writing quality content, then it is essential to invest in someone who can.” to the top of the page. It really caught my attention when I got to it.

          Also, share a story from one of your clients that proves the above statement is true and how it benefited them.

          Good Luck!

  4. Allan this was awesome!

    I always struggled with how exactly to approach the about page and in honest didnt think that most people paid much attention to it…ironically enough I noticed while checking my stats that a fair amount of people actually do check it out.
    Personally I like an about page that is encouraging, informational and fun.

    Personally I do think that about pages shouldnt be too long as people tend to skim longer articles and I think that it pretty important for folks to read all of your about page to get a good sense of who you are. But a video can also help you interact with your audiance memebers that are not particularly in love with reading longer amounts of text.

    Really good article and very detailed.

    Thanks Al!

  5. I am new to Firepole, but so far I cannot believe how informative your posts are. I have an About Page and what a struggle that was to put together! (I even had some guidance on it, but still I feel it’s a bit of a pointless mishmash) Thank you for sharing these concrete strategies, especially # 2. Speak to the Four Major Myers-Briggs Personality Profiles. I am sure this will help me considerably to better present/structure the info on my page, as I tend to “get lost” or “be all over the place” when considering who I’m writing to. Great advice on the “one strategy at a time” too…keeps that overwhelmed feeling at bay! My favorite post so far!

    1. You are very welcome Col, I am thrilled that you enjoyed the article. I too found myself floundering with my about page for about a year and then “Tah Dah!” Taking things one strategy at a time did the trick!

  6. Allan, I believe you are correct when you say that there are no hard and fast rules on the length of the ‘About’…with that said, if you are going to have a page that is 2000 words you need to make sure that it is user friendly. Make use of headlines, subheads and color appropriately so that you are considerate of the reader and their needs. As far as video goes, I think that the 1 – 3 minutes is ideal with 5 minutes as an absolute maximum time. This is just my opinion.

  7. I am just redoing my About page so this post is quite timely. I’m trying to make it epic to make my readers connect with me more. And at the same time, allow them to walk away early if they feel we don’t really run on the same page.

    The about page I’m doing is currently over 2000 words long, I don’t think there is a hard and fast rule on the length of the about page but what is your opinion on an About page’s length? 🙂 Also how long should a video be?

    Thanks for sharing your thoughts!

  8. These are wonderful tips! I also have to tell you that I love your business idea/mission. I feel so strongly that there should be more programs like yours out there. I’ll be using these ideas on my own About page (which needs a lot of work). Thanks! – Amy

  9. Wow awesome post!
    The about page is kind of the boring and mandatory thing to do for me
    but you’re right it’s one of the most important and should be great
    My simple advice is if you don’t put a video on it don’t forget to put a picture of yourself

  10. Erica,
    Great ideas. I’m in the process of doing some updates to my site and tweaking to my branding so I’ll be looking at what to do with my About page now. I especially like the personal story and video points. I also liked Jane’s idea of a WOW team. Thanks!

  11. I don’t agree that it is always a good idea to write to all Myers-Briggs types. You may prefer doing business with two or three of the types and always get into trouble with one or two of them. If you’re aiming at an About page that targets your ideal clients and discourages those you would rather not work with to go elsewhere, then you are way better off writing to your preferred personality type.

    1. Excellent point Marcia! For those people that prefer to do business with select personality types it may make sense to focus on those particular personality types on their ‘About’ page. However, I feel that the ‘About’ page may also be a destination for the media, jv partners, administrative assistants and more. Wouldn’t leaving out a personality type be a disservice to these other groups of people? What’s your opinion on this?

  12. Erica, This is a most helpful and for me time-appropriate blog. After reading it this morning, I immediately started thinking of how I could change and improve my “about page”. Because of your tips and recommendations, this page is becoming more friendly, interesting, and engaging. I now come across as a real person. Because of your suggestion, I am adding a WOW team to recognize people without whom my book would not be as successful as it is. Thank you, thank you, thank you.

  13. Erica, Thanks for your tips–especially the reminder to smile on camera. When I give my book writing teleseminars, I put a mirror in front on me reminding me to smile. Also, will take heart on the client story that showcases me and them. What about testimonials too?

  14. Erica, this is definitely a breath of fresh air on the topic of About Me pages!

    My business is scrapbooking, particularly digital scrapbooking, so when I was first building my blog I was tickled that I made a scrapbook page using my digital software (My Digital Studio) to include on the About Me page.

    I always knew it was kind of just a place-holder until I came up with something better, and now you have given me the inspiration to go back and do just that – come up with something better!

    1. Carol,I can see the possibility of you having a lot of fun with your “About” pages for example framing testimonials or success stories like you did the current information on your page. You have lots of options for creativity. Enjoy the process!

  15. Erica, this is awesome! Thank you for these tips. My About Me page sucks. Maybe that’s a little harsh but it definitely needs an up-do. You came along just in time. Oh I have so much to learn. Thanks!

  16. Hi Erica, Thank you for the great examples of your “about” page. I’ve changed mine 5 times already and I think I’ll do the 6th one now after reading your tips. I knew that you need to show your credentials, your benefits and then your story. I wasn’t sure of the story. Now I get it. I koow this gets alot of clicks, so I’m going to make it more interactive and offer my bookcoaching.com blog subscription as well as give a free wonderful eBook away to those who come. These offers were in another place, but they will work well in the “about” page too.. I’m so paassionate, humorous, and fun, but don’t know exactly how to show it in this kind of print. Any ideas?

    1. Hey Judy, here’s a couple of quick thoughts. You can show you are fun in your video by making the use of colors that are vibrant and energetic and don’t forget to smile. Try showing humor by including humorous subtitles on the page. Finally, share your passion for your work by including a client story that may have been challenging but rewarding to you and that was a success for them.

      Hope that helps!

  17. Thanks for the advice Erica. I’ll agree that the about page certainly is a chore.

    Mine tells a story but not 100% sure it conveys what I can offer to others. I’ll have to go over it again.

    Stay Strong and Be Inspired.

    1. You’re welcome Geoff! I love how you tell your story on your website. You really give people an insight into who you are and I love the way you write. I can’t wait to see it once you have gone over it again and how you convey what you offer.

  18. This came at just the perfect time for me as I’m about to start building my “about me” page. I’ve been slowly building my blog, carefully reading and researching and this post is by far the best advice I’ve gotten. I’m going to put to use what I learned today. Thank you!!

    *there is definitely page stickiness on your “about us” page. 🙂

    1. Hi Sabrina! Isn’t it nice when things seem to fall into your lap exactly when you need them? Life is wonderful like that.

      Let me know when you’ve finished your ‘About’ page. I would love to see it.

  19. I’d never been to Zappos’ About Us page… but you’re right in that it is very dynamic and inviting! I could get lost in there for a good while. And that’s what stickiness is all about, right?

  20. Second me on point two. I had done that to a degree, made it more personal and less dry but never really thought about the different personality types.

    As well was just working on a video for my about page

    1. Point two, speaking to the different personality types, was huge for me. Prior to getting this tip I was basically writing to people that were like me. Now I can reach a larger audience in a way that helps them understand who I am and what my company does.

  21. Erica, Thank you for this reality check! For me it came on the day when I had planned to update my About page that I have not been happy since quite some time.
    Just like you – I too could not force myself to rewrite it after having struggled with it already during the first time when I had to create it. It was on my today´s to do list with a high chance to be on that list tomorrow and after tomorrow and after…
    I started to write you the comment how cool your post was, hugely valuable. Then I realized that I better start using your great advice for doing the work in steps. So I did. I rewrote the text. It still does not please me enough, but at least it does not make my cheeks burn in bright red shame like it was a moment before I read your article.
    I asked my husband to print out your article so we can put it up on the wall and use it regularly when continuing to improve the About page, as well as when creating next About pages for our other projects.
    You are our hero of the day – Thank you!!!!

    1. Laura, it is so wonderful to know that the article is helping you with something that you’ve struggled with in the past. It’s nice to be someone’s hero!

      I am also happy to hear that you have already started making changes. Changing things isn’t always easy. Just a little FYI, in 6-weeks I am going to go through the process I described in the article a third time. I find that the first time I write something it’s okay, the second time I write something it’s good, and the third time I do it it’s great.

      Let me know how things turn out for you.

  22. Hi Erica
    Like Evelyn, I’ve often read about the importance of having an appropriate “About” page. And when I finally added a video to the about page on my new site yesterday I thought I had achieved what i was aiming for.
    But today I read your post and soon realised I had but reached a brow of a hill and that I have yet got a mountain to climb.
    But your suggestion to make the necessary changes over a period of time makes it all so do-able.
    I’ve checked out your page and I really like what I saw.
    And I can see more clearly what needs to be done with mine.
    Thank you for presenting your thoughts so well. You have been a big help to me.

    1. Dave, I am happy that I could be of serve. By the way the fact that you have a video on your “About” page already is fantastic and already more than many business owners. The process of updating your “About” page over time is very freeing. I hope that you enjoy it.

  23. Many thanks,
    It is 4 years that I trade online, I learned hpow powerful these things can be BUT
    not sure why never thought to use it all on the about me page..

    It sound so powerful-I know that so many of my customers tend to read a lot to see who are they buying for… I worked so hard… invested more than I had, borrowed money fromall my friends and family… was dealinf with life in a new country at the same time new lang massive challanges that I managed that at some points I felt like I can not cope anymore… yet I did and I got to where I got.

    I run 2 business that creates a good living, doing something that I belive in …. so why not to share with everybody….
    Many thanks, I am working on the new website and willmake sure to implement it all there.

    1. Hi Ofer! First let me congratulate you on successfully moving to a new country and running a business. That is huge.

      You are correct when you say we do a lot of the things elsewhere on our website but tend to forget to use it on our About page.

      Good luck on your new website!

      1. Many thanks Erica!

        So one more thing,
        will it be good to ask a like on FB or to subscribe to keep in touch with the potential customer ?

        1. I would definitely invite people to subscribe to your email list/online newsletter on your ‘About Page’ because once they get to know you they will be looking for a way to stay connected.

          Facebook is fine if that is where your target market hangs out. On the sidebar on my page I invite people to “Follow Us Via” and then give them the option of connecting via Facebook, Twitter, Youtube, etc.

  24. What a great post! I don’t know how many times I’ve read about the need for an About page, but nowhere have I seen such great, specific advice on how to write one that sells. An added bonus is the tip to take it in small chunks. That’s a much better approach than trying to get it all done at once and not doing a good job.

    Thanks for your insights!

    1. Evelyn, I am glad that you enjoyed it. Once I discovered how many people actually visit my About page I knew that I needed to do a much better job than I had in the past. Taking it in chunks is what worked for me. I hope that it proves helpful for you.

  25. What a road map! I’m in the process of shifting my brand identity right now. I’ve been meaning to get around to it for some time now, but just never made the time because something was off and I just couldn’t put my finger on it.

    I think step 1 is really where I’m at… Finding the “Soul” of my business. Time for me to break out my Daily Schedule and set a date to start.

    Thanks for paving the way!

  26. Thanks for the great post Erica. I specifically like #2. Speak to the Four Major Myers-Briggs Personality Profiles. Such a simple idea but it has great structure. For me, I just tried to hammer out something on my About page that will let visitors know who I am, let them know what I can do to help them, but never really considering different personalities. Considering who you are speaking to is vital but to take it down to the personality level is a great insight. Thanks

    1. You’re welcome Alan. #2 was an eye-opener for me as well when I first learned about writing to the different personality types. I am finding that when I make a point to do it that my writing has a little more depth

  27. Hi Erica,
    You are absolutely great in finding unique angles for the topics which are discussed widely and constantly. The same as in your article about commenting in blogs, I enjoyed every sentence here. Somewhere in the middle I went to my page, compared, came back, read more, again to the page – you made me running to and fro in this quite summer evening 🙂
    I’ve chosen several ideas for my page and will implement them – one spoon in a week!
    Thank you, Erica, it was fresh, comprehensive and calling to action.
    Olga

    1. Thanks for the feedback Olga! I am happy to hear that you enjoyed it and that you have found a couple of ideas to implement. Let me know how things go and if you have any questions in the process.

    1. Hi Jasmine, I think the easiest thing to do is to schedule out a 90-minute block of time each week. However, it is really up to you and honestly which strategy you are working on.

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