How Can I Generate More Leads without Spending More Money?

Believe it or not, your website’s About Page is not about YOU – it is about THEM.

Face it, your leads find your site because they need something. They don’t necessarily want to hear all about you, your awards, your clients or your story but rather why you can provide what they need.

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Step #1 Don’t Tell Your Story Right Away

Give them a statement – not a story – on WHAT you do. Focus on them first by explaining what you do and how it can help them. For example, my About Page starts out with “I’m your Bridge to a Successful Agency”

Step #2 Confirm They’re In the Right Place

Let them know you understand their needs and struggles by asking questions. This demonstrates your knowledge on the topic and conveys empathy for their situation. Here’s how I let new leads know they’re in the right place:

Step #3 Provide Brief Credentials

This is where you should explain why you are experienced and qualified to deliver the goods or services they need. You should also identify what separates you from the others. You should not launch into your story yet. Kinda like:

Step #4 Offer the Alternative

Explain how else they can achieve their desired result. On my About Page, I explain other ways to learn to grow and scale an agency but I explain why subscribing to my newsletter is the better alternative.

Step #5 Add an Opt-In

Rarely done, but super effective! Include a call-to-action for opting in to your newsletter, blog, etc.… my About Page is my second best lead generating page.

Here’s #4 & #5 on my About Page:

Step #6 Tell Your Story

If they’ve made it this far, they actually do want to hear your story. Tell them about yourself, how and why you started, and your mission or goals. Here’s my creative approach, but remember we can’t all be a SUPERHERO