“Your about page isn’t about you.” Eh, it
kinda is! I don’t know if you’ve heard that before, but at least it is about you when
it comes to your relationship with your reader or your dream client or customer. It tells
your story, but in a way that connects with clients, builds your brand and brings in those
inquiries from your dream clients and customers. In this video, I’m talking through my tried
and true proven about page copywriting formula. I’ve taught it to hundreds of students. We’ve
implemented it as an agency on dozens of websites and I’m just now finally giving a name to
my little formula, A. R. T. I. S. T. This is my A.R.T.I.S.T. formula to a persuasive,
powerful about page. Let’s go. Hey there. Welcome to my channel. If we haven’t
met, my name is Ashlyn Carter. I’m a conversion copywriter and brand and launch strategist
for creative small business owners. Because not knowing what to say should not be the
thing that’s holding you back from making sales and hitting your numbers.
In a recent study conducted by Co-marketing, they asked people this, once you land on someone’s
about page, what is the information that you want to see available next? And 52% of respondents
said that they want to learn more about the business owner or the company.
At least for my website, the about page never falls out of the top 10 when it comes to our
Google analytics of pages that get the most traffic and that includes more than 300 blog
posts. But even with those blogs removed, the about page is always in the top seven
spots at least, if not higher. Yours probably isn’t far behind. A little to do for you after
you finish watching this video or just pause and do it now, look in your Google analytics
and let me know, is your about page one of the top 10 spots visited on your website?
I’m guessing it probably is. So let’s dig in.
First step A. Your attention grabbing headline. When I’m on a client project and even when
my own brand and business is the client, I spend at least 50% of the hours put towards
that to writing the headline. I’m playing with it, I’m trying different versions and
variations. You should do this very same thing. Also, I usually save the headline for last.
That’s just me and my process, how I work better, but I will write anywhere from 50
to 100 different variations and versions of a headline before I ever get to the place
where I think, “You know what? That one will work.” Your headline should be that attention
grabber that pats your reader on the back and says, “Hey, I want to meet you right where
you are. My passion is serving people just like you.”
So raise your right hand and repeat after me. I will not start my about page with any
of the following. About me. Meet, insert your name here, or our story or any variation of
those. Got it. Come on, you can do better. And if you need help nailing that headline,
don’t worry. Look down below. I have a freebie swipe file of 13 different headline templates
that you can use and again, work through, go through all of them, try different variations,
mix and match until you have something that you think could work.
This single page, specifically this headline could be one of the most important pieces
of copy on your entire website. And in that guide, I use a lot of those templates when
I’m writing copy for myself and clients, so I promise I’m giving you the good stuff.
Number two. R, reassure. Here, we want to reassure your reader or your prospect or your
client that they are in the right spot. So continue to speak to the reader with this
next line, probably a sub headline type style when it comes to design. You want to keep
telling him or her that they’re in the right place. Now here your why may come in just
a little bit here. You’re demonstrating here that you understand
their problems, you get their challenges, you get their needs, and you can help them
get that result that they really want, but they just can’t quite figure out how to get
yet. This could be as simple as saying something like, “I help blank like you get blank the
result.” Or even flat out saying, “You’re in the right place.”
Let me show you a few examples from my students inside Copywriting For Creatives. The first
step is Katie’s website and she is such an exquisite newborn photographer. Seriously,
go look at her work. It’s so good. But what I wanted to show you is the copy right here.
She’s done a good job on separating it, pacing it out like I always talk about. And as much
as she doesn’t have massive big, huge paragraphs to read through, she also did a great job
with her headline and her subhead. Do you see what I’m talking about here? She doesn’t
start her about page with, “Hey, I’m Katie,” or anything like that.
But also, if you were to pause and read through, which you can certainly do, you’ll see how
she says the line that I mentioned, you’re in the right place. That’s where I come in.
And then she introduces herself and goes on through the rest of the formula. So I wanted
you to see this. And then here’s one more photographer website
so you can see how she uses this. This is Kate and not to be confused with Katie and
I love she’s got a lot of great copies and agitation up here. Some other things I talk
about and then again, you’re in just the right spot, mom. That’s where I come in. So she’s
really anchored this and is talking to her right person. Look again, she’s not saying,
“Hi, I’m Kate,” but she’s diving into copy that actually speaks to her ideal clients.
So these people both use that line I mentioned. I wanted to show you this incredible example.
This is Tia, a student of mine, not a photographer, she’s a personal development coach. She has
done a killer job you all. She DIY’ed all of this. Okay, this is not me. She just used
the template and she learned how to write her own copy. So again, great headline here,
but then the party starts. She agitates it a little and then she comes in and she reassures
her client. This is how she says it. That’s where I come
in with a fan to help you whisk those things away. Think hair blowing in the wind like
Beyonce. I mean so cute. So clever. She’s beautiful. And then she goes on and she reassures
her client more and puts him in a position where they can feel comfortable. I mean just
even the design on this website, the images, these are actually from SC stock shop. I recognize
them. I will link that below, but ugh, Tia, killing the game. This is an absolutely beautiful
about page. Next step, T, track record. Here it’s time
to drop your credentials because no offense, but why should I even listen to you? What’s
your street credit? Why do I want to work with you? You’ve got to give people a reason
to listen, which you did with both the A and the R. So now, it’s time to come in and introduce
yourself. Here go ahead and give your name. You probably,
at least I hope, haven’t yet introduced your full name, so do that. Side pet peeve. I get
kind of irritated when I get on people’s websites and I can’t find their actual full name anywhere
or even just their first name. So please do that. And then follow up with your credentials.
After all, you are a business professional. Listen any noteworthy accolades that show
me how you’ve earned your stripes. Maybe you’ve nabbed an impressive title or award or maybe
you have a great track record of A list clients or a certain number of clients and customers
that you’ve helped. Maybe you’ve worked in your field as long as the bachelors been in
syndication. What endorsements or features do you have? What qualifications do you have?
How have you studied this? If you’re freaking out a little bit and don’t
feel quite worthy of being called an expert, let me just throw this at you. This has helped
me in the past. So imagine you are a college freshman, you’re new on campus. Who do you
want a tour from? Probably not the Dean or some professor of one of the schools. You
want the tour from the sophomore, somebody who’s just a little bit ahead of you.
No matter how noisy this landscape feels, in the world of creatives and digital marketing,
you always have a monopoly on your story. Why do you do what you do and who do you do
it for? Tell me in this credibility snippet. Like any page on your website, polish this
until it’s clear and yes, that means there’s no specific word count that I’m going to give
you here. As the copywriting axiom goes, make the copy
as long as it needs to be and no longer. Get the point across, make it, then stop. Don’t
say it 50 different ways. Use as many words as it merits to get there. Then edit it ruthlessly.
When working with students, I usually find that it’s this section, this T part of the
A.R.T.I.S.T. framework, they typically will be a little bit long here, so maybe see if
you can trim this back. Include tidbits that your dream, ideal client
or customer would actually want to know and then leave out the rest. Also a pro tip here.
Make it skimmable by putting subheads throughout this, especially if it’s a little longer.
People absolutely still read longer copy online, but they do have a hard time and will not
read if they can’t understand where they need to stop and start during the document. So
make that really clear with those subheadlines that explain to them what they’re going to
get in that section or if they should just keep moving along.
Okay, we are halfway through the formula. Can you comment below with a heck yes if this
is starting to make some sense? In next step, I illustrate. What’s it like to buy from you
and to step into your world? So here, it’s important to leave room for your client or
your customer to step into this world that you’re showing them. Where’s their place in
the story? What sets you apart? Recommendations, endorsements and testimonials.
Hello, goldmine. Those are absolutely imperative when it comes to building trust with your
prospects. Use images of faces or brand mass tets if you can here. And I did my whole last
video on testimonials, so I’ll link that below if you need a little bit of help or aren’t
sure what questions to ask to get the right testimonials. But also, give them a dreamy
visual both with images and words that tells them what it’s like to sit at your feet and
let you be the expert and helping them get what they want.
What do you actually do for your clients and can you paint me a picture of what it would
be like to work with you? I think this is a huge missed opportunity that I see all the
time when I’m scoping out and looking at different people’s websites, especially with the creatives
that I work with. I’m looking at you trying to figure out if I can fit into the story
and what it would be like for me to enter into this. So go ahead and make it obvious
to me how I would fit in. What’s the process? Give me a glimmer of it.
The author of the book Likeonomics explained how people really decide who to trust and
who to buy from based on the metric of believability. There is that real ROI to being likable, which
brings me to S, show your brush strokes. So think about the last gathering you went
to in someone’s house. I’m going to guess, there’s a 90% chance you probably at some
point meandered into either the family living room or the kitchen area, just that open hearth
of the home where everybody hangs out. That’s your about page on your website. And maybe
it’s just me, but do you ever like to look around somebody’s kitchen and see what they’re
into? What’s hanging on their fridge? What cookbooks do they like? Tells so much about
someone, right? That is this part of the formula. When you just start sharing some factual information
about you, your life, your family, your craft, and your career, but you want to do it in
a way that reveals a bit of your personality and your values. You’re continuing to cultivate
that trust with your reader. So demonstrate your authority here and give them another
reason to want to work with you. Here’s some ideas. What are your values? What
is your mission statement? My copywriting for creative students, you have these, so
go ahead and think about including it. Maybe it’s a list of things you like and don’t like,
your bucket list. Maybe you have all your favorite things illustrated in a flatly image.
I get super nerdy on my about page and show a little bit of the Proust questionnaire if
you’re familiar with that. Maybe I’m just a big nerd.
My client and friend Jenna Kutcher has a wonderful like quiz style section on her about page
to show this. Get creative. This is so important for creative small business owners because
I’m trying to get a sense here if I like you. And the reason I choose the word brushstrokes
is because the best leaders are people that I want to work with or look up to have a little
bit of an imperfect side. They’re not a total unicorn. So in this section, don’t be afraid
to show some humor, poke some fun at yourself, poke fun at your quirks or vices.
And last the T, to do. Finally, give them the next step. Again, if your website is like
your home, I always appreciate a hostess who isn’t going to let me just wander around the
house and they’re actually going to tell me where to go next. Go to the backyard, come
into this room, grab a glass of wine. At least you’re just telling me where to go, right?
So how can you direct your reader, the visitor, to the next step?
You’re likely publishing on so many platforms, so show them a few of those and end with a
really strong call to action or two or three. Here are some quick ideas for you. Get a free
resource, get inspiration on the blog, listen to the podcast or watch the channel. Follow
me on social media. Check out these services or hit the shop. Get on my calendar, send
us a note, see success stories or get a free trial. Just some ideas. I have an entire blog
post on call to action copy. You can check that out below.
Okay, let’s pull it together. You’re going to have the attention getting headline and
the reassurance after, followed by your track record and credibility section. Then give
an illustration and paint a picture of what it’s like for me to work with you. Then show
me some of your brushstrokes and a bit of your personality. Wrap it all up with a to
do, telling me what to do next. Your about page needs to answer, why should
I listen to you and why should I want to work with you? But like I said, that headline has
to be doing its job. That’s why I want to make sure you don’t miss that freebie, those
13 headline templates that you can start using right after you watch this video. I’ve linked
it down below for you to grab. Now you know exactly how to write your about
page, but what about those testimonials that you’re going to use in that section of this
page? Well, that’s why I have this video teed up for you next. I’ll see you there. And last
thing I wanted to make sure that I thank and give a shout out to Katherine of Bone and
Arrow, a local small business owner who gifted me these beautiful earrings to wear. Thanks
so much, Katherine.