If your About page is an exit ramp for visitors, you might be turning them off by making the page all about you.
Instead of convincing people to trust and like you…
…by putting the spotlight on their needs.
Godfather of influence, Robert Cialdini has research that proves people who like you are more motivated to say YES to what you’re offering. He called it the Liking principle. And it’s one of the pillars in his highly-regarded Theory of Influence.
There’s no better place to raise your likability factor than on your About page. Because the page is devoted to humanizing your brand, it can be a huge trust builder.
You can’t begin the page by bragging about you or your company. A self-focused approach won’t win people over. It usually just turns them off.
Instead, show your prospects you care by talking about what you can do for them. Putting them first will get you more likes. That was the theme of the About page I wrote for Herz Homes.
How the About Page is Optimized to Sell
- Trust starts building at the top of the page because visitors immediately know how Herz can fulfill their desires and solve their problems. These selling points came straight from Herz’s customers.
- Motivation for visitors to use Herz’s services is amplified through social proof. Testimonials and credentials show how the team delivers stellar results.
- Conversion-oriented design boosts the copy’s power to convince visitors to set up a consultation (the page goal).
Check out the mockup of the page I created.
A mockup (or wireframe) is part of every copywriting project I create.