How to Get More Clients Through Your About Page | The Copy & Content Podcast with Jon Cook, Presented by Keynote Content

Hey, it's Jon Cook with Keynote Content. And I want to talk to you today about probably the most undervalued page on your website. It's not your homepage, it's not your sales page, it's not your services pages, it's not even any of the pages about contact or lead generation. It is your about page. It is arguably the most underappreciated, undervalued and underutilized page on your website.

So, I want to talk to you about how to make your about page, actually be a lead generation or a customer generating tool. So, first thing I want to start is, what does your about page... Really, who is it for? Your about page, first and foremost, is not about you.

It is not about you. You might say, "Well then who's it about?" The about page is about how you can communicate the value of the interest, the perspective that you have for the potential reader. You don't write this for you to read it. That's called a diary. You write your about page or you create your about page so that other people can see, what is it that you are about that matters to me? What is your purpose? What is your passion? What is it from a credibility standpoint?

So we're going to get into each of those, but what I want you to know, first and foremost, your about page is not about you, in the end goal. The end game is for somebody to read it and say, "I know what's important about you, that matters to me."

So when we look at your about page from saying, what are the details you need to have on that about page? Why does somebody even come to your about page? You may not realize it, but your about page [inaudible 00:01:28], usually a website, one of the top pages from a traffic standpoint is your about page because people want to know, I don't want to do business with the brand or with some company that doesn't have a name and a face. I want to do it with a person who happens to represent that brand.

People aren't doing business with your business because, Oh, you have a great logo or you have a great statement or you have great services, first and foremost, they want to know, are you somebody that I can trust? Are you somebody that I know that I can reach out to and say, I know that by looking at your credibility, that the person I'm connecting with can actually deliver on this promise that I'm reading on this website page.

So, for your about page, putting a face with a brand name is also a big part of this. So, for your about page, it's amazing to me, to how many different businesses still don't have headshots on their brand page, on their about page. So, okay, if you're going to say, hey, this is the founder or the president, and this is all the team members listing it off, put faces with them, take nice headshots, just a nice, solid background, great smiling headshot.

So people can say it doesn't matter what you look like. It just matters that they can tell what you look like, whether it's, oh, wears glasses or they look like me, or she looks like me, he looks like my brother, whomever it might be, what is they want to have some type of name recognition to go with the brand recognition...

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Being an expert doesn't mean you automatically have an audience, especially with so much noise in the digital marketing space. You need to break through the noise and establish your message as a rising thought leader in your industry. Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. If you want greater clarity and even better results with your message, visit workwithjoncook.com.