The About Page is a chance for you to let your hair down and talk about yourself.
You probably have some excellent qualifications, experience and stories to tell, and this is the place where many coaches like to put that information.
Indeed, the reason most people click on your About page, if you have one, is precisely because they want to get to know you better.
If there's one thing you can take away from American Idol that will help you to grow your business, it's this: The most successful contestants, the ones who make it the farthest in the competition regardless of talent level (ie: Sanjaya Malakar), are the ones who have differentiated themselves from the rest of the pack.
Sanjaya, who was finally voted off the show, certainly didn't possess the talent necessary to win the whole thing, but what he lacked in singing ability he more than made up for in his ability to appeal to the masses with his personality, his hairstyles and his underdog image.
You can do the same thing.
Now I'm sure you are extremely talented at what you, but you need to find your unique abilities and emphasize them on your website.
If your niche is "business coach who helps people grow their business" or "life coach who helps people to achieve their dreams" those are way too broad.
Everyone and their Uncle Louie are trying to build their coaching practices with those tag lines.
You need to narrow your focus or risk getting lost in the crowd.
I recently instructed one of my clients to record their next coaching call and listen to what they are saying to get a better idea of how you can differentiate yourself.
Also, look at what you're most passionate about in your business.
What jumps out at you in terms of precisely how you want to help people? Are there any other coaches who you would like to emulate? What do their websites look like? What are they saying to their prospects? Go to Google and type in "life coaches" or "business coaches" and this will give you a good idea of two things.
What your competition is up to and your alternate niche possibilities, what's being underserved and what markets are saturated.
If you don't have any clients yet, try to paint a vivid picture of who your ideal client would be.
What specific problem would you be solving for them? What unique talents do you have that makes you eminently qualified to be their port in the storm? Then, when you have the answer, run with it.
Here are 3 ways to play your About page to your advantage and get more potential clients to contact you.
1.
Have a compelling headline Some attention grabbing text that introduces you and your story to your visitors will help to keep them interested.
Pretend you're writing a newspaper article about yourself, using the most interesting part of your life in the context of how it might relate to your niche and your potential client's needs.
2.
Keep it casual This is not a resume page.
You're not applying for a job, you're citing reasons why you, and only you, can help them, based on what you've been through, what training you've had and how it all relates to getting results for them.
Don't put people off by simply rattling off your college degree and past employment history.
This is your golden opportunity to toot your horn, talking about how you've helped someone just like them, maybe talk about your family, your life experiences (good and bad) and any amusing or inspirational stories that come to mind.
Get personal, get real and get them hanging on every word.
3.
Ask for the sale Yes, it's OK to get them thinking about hiring you at this point.
You have them interested in you, you've kept their attention, now talk about how easy it is for them to work with you and what results they can expect, all as a logical conclusion at the bottom of this page--a page that they clicked on specifically because they are showing some curiosity.
Make it as easy as possible to start the coaching process right then and there.