How to drive Leads with About Me Pages!
About me pages have historically been one of the most under-treated pages on webmasters’ sites. Most commonly, bloggers end up talking about what their favorite vacation spots are or how their eight-year old won the spelling bee while standing on one foot.
They rarely are used as a functional part of the website’s lead funnel and that’s a bit of a problem considering they are one of the most visited pages on a site.
Every page on a site should serve an integral purpose that contributes to the higher goal which in most cases should be driving leads into your funnel that can then be converted into sales.
That’s not to say it’s all business and no fun. The key is to find the right balance between painting the picture of who you are as a person while also leading your readers down the path to becoming a subscriber to your list and your products or services.
Let’s take a look at how to achieve this balance and what elements you need:
Your Lead Magnet
Every site should really have a lead magnet. We won’t get into the mechanics of lead magnets as that’s a whole different topic. In essence, you want to have something to offer your audience that helps alleviate a problem they’re having. At the very least it should lead them down the path of solving it. Your lead magnet should be something that your audience would run across broken glass to have.
Your lead magnet should be something that your audience would run across broken glass to have.Please click to tweet
Yes, it should be that irresistible.
This may be a free ebook, cheat sheet, checklist or other awesome resource that can help your readers. On my site, I simply took a recent case study I did with Brian Dean and turned it into a downloadable PDF in exchange for an email. What your lead magnet is will obviously depend on your readers and what will connect to your product offerings. The quality of your lead magnet can make or break the rest of these efforts so take some time to really think about what problem your audience has and what they need to get it fixed.
Too often, people work forwards without much thought on how to connect what they’re starting with to what the end goal is. It’s much easier to start with the end goal (generating leads) and working backwards so that the beginning is directly in sync with the end. This means you should understand the feeling and emotional state your reader would need to be in to want to subscribe to your lead magnet.
Open with a Benefit Driven Statement or Question
Position yourself as the right person to solve the problem your readers are having by asking them a question that answers with a resounding “YES!”.
Some examples may be:
- Are you looking to end social anxiety once and for all?
- Do you want more self-confidence in your daily life?
- Are you having trouble writing an awesome “about me” page?
By starting with a benefit driven question or statement you are immediately positioning yourself as the person that not only has faced the problem they have but has also overcome it and can show them how to do it.
It’s Actually About Them
As much as this is technically an “about me” page, let’s be honest, your readers are only partially interested in your daily life and how cool your family is. What they really want to know is are you the person that can solve the problem they have? Your about me page should be just as much about your readers as about yourself. When you’re crafting your about me page content it should speak directly to them, the problems they’re facing and instill trust. Writing in a casual, conversational tone will help connect on a human level and lower defenses.
Put it All Together
Now that we’ve covered the elements needed to blend a cool about me page with the functionality of a lead generation asset, it’s simply a matter of putting it all together. Craft the language in your content to blend your personality along with the authority of being the person that can solve the problem your reader has. Your tone should be friendly but authoritative. Your content should instill trust in your reader that you have a solution for them and if they just take a (very small) leap of faith (subscribing to your list) you can begin the process of helping them overcome that problem.
Pitch Your Lead Magnet
This should go without saying, but don’t forget to add a call to action in your content for your lead magnet. Don’t be shy about it. Ask for their email and explain how awesome what you have is and why they’d be a fool for not getting on board. Your readers need to be told what to do after they read your content, so don’t beat around the bush. Ask for it directly and they’ll be glad you’re leading them in the right direction.
Testing and Tweaking
Once everything is in place, the job isn’t over. Be sure to test, tweak and try out new headlines or calls to action to see which produce the best results for your about me page over time. You’ll be surprised that by simply changing the language in a certain headline you may increase (or decrease) your lead flow substantially. The only way to find out what works is to test them on a regular basis. With enough testing and attention, your about me page should turn into a handsome lead generation asset for your website that illustrates who you are as a person and pulls its weight as a functional part of your business.
Putting together an about me page that helps drive leads for your website isn’t really that hard if you understand the journey that the reader is going through. Take them by the hand, show them how to do it and get them on your list.