MBA874 Optimizing Your About Page

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People just think it's some sort of boring standard page that I have to have on my website. Believe it or not, statistically your about page is the second most visited page on your website after your homepage. I mean think about that. Your homepage of course, because your URL is going to be there. But people are visiting your about page before they go to pricing page or features or anything else or even your blog. If you have an about page on your website, check out your Google Analytics. You will be surprised. You'll see how many visits people go to your about page. Why? Because it's a quick and easy way for people to figure out what is this site all about? Who's behind this site? What's the why behind this product or business? If you it's like a shortcut to figuring out should I stay on this website or not? And a lot of people don't optimize their about page. It's kind of like an afterthought. They just put something together, some sort of bio, some images and that's it. And that's a huge waste. You're getting all this traffic on your about page. Capitalize on it. You have to capitalize on it. How? Well, that's what today's deep dive lesson's all about. How to make the most out of your about page. What are some tips? How can you personalize it? How can you show your brand and your personality and really win over your visitor? Also, your about page doesn't have to be static. You can have a call to action. You can have some interaction going on here. It can be dynamic in a lot of different ways that we'll be discussing today. And with everybody having boring about pages, yours can really stand out and really leave a mark on the visitor and be like, hey, these people are pretty cool. Not only did I quickly find out what they're all about, I'm impressed by the way they told me. They're left with a good impression of you and your business. About pages are more than just some sort of elevator pitch. Your chance to make the best impression on your website visitors. So buckle up in this lesson. I'm gonna give you all the tips that I know that I've learned over the years about building great about pages. I actually used to teach this topic in coworking spaces five years ago in New York. Optimizing your about page. How to make sure that you do everything you can to make sure that that high traffic page is being optimized and that you're converting people into people that fall in love with your brand and business rather than people. Then just, you know, you know, kind of browse through the page and be like, okay, this is what these people are about. If you're sitting at home or you're somewhere where you can write things down, I highly recommend you take down notes in today's lesson. If you're driving or at the gym right now, that's okay. You can let this wash over you right now while you're listening to the episode. But re. Listen and take down some notes, just the parts that you think that you need to kind of jot down so you can implement right away in your about page. If you already have about page, that's great. You can make some changes right now. You can make some improvements. If you don't. If you don't have an about page, you're starting with a blank slate. This is also great because you could take on these notes and implement these tactics, these skills, and these aspects that really will make your about page stand out. All right, let's get into it. Let's get down to business. About pages, about pages, about pages. What are they all about? No, seriously, like, why do we have an about Page. What's the purpose of an about page? Now, regardless if you're a team of one or a team of 200, an about page serves a particular purpose. When people go to an about page, what are they looking for? What do you look for when you go to an about page? You to want. You want a quick, easy answer to one question. What is this place? What is this website? What are you all about? This is especially important if you don't address this on your homepage. If on your homepage you don't have a clear headline at the top, at the very top, right after your logo or your menu. If you don't have a headline that clearly states what you do, what problem you solve, then you better believe you have to have that on your about page. I would even recommend or even suggest you having it on both pages. It doesn't have to be the same line, the same headline, word for word, verbatim, but it could have the similar message, the same mission, the same idea. What do you guys are trying to do with your company? So it just starts with that. A simple headline. If you're a golf coach and your whole theme of your golf lessons or your golf content is how to improve your golf game quickly so you can impress your boss or you can impress your colleagues, then say that in your headline on your about page. Meet the team that helps you kick your boss's butt. I know that sounds a little funny and a little bit, you know, risky, but it's good. It shows your personality and it gets to the point and it clearly states what you are all about. Oh, wow, this is the team. This is what these people do. They try to help me, you know, get better so I can impress my boss. It's done in a little funny way, a little cheeky way, but it's okay. If that's not your style, that's okay. You can clean it up and just say to impress your boss, it's okay. But the point is, is that you clearly communicate with one line what this team is all about. Next, do not fall in the trap that a lot of new entrepreneurs do. And that trap is hiding behind their screen. They don't want to show themselves. They don't want to show their personality. They want to hide behind their brand or their logo. Big mistake. This is not the 90s. People want a face to the name. People want to know who are behind the company. People buy because of the why of the company just as much as the product itself. I can give you endless examples. Most people buy Teslas because they love Elon Musk. He's the face of the company. Same thing with Apple. People love Steve Jobs and the fact that he was such a visionary and they supported his products. We can go on and on and on, you know, Richard Branson, all this stuff with Virgin. But the point here is, is that you gotta break down that barrier. Especially because you're online. It's a website. It's not a physical company or building where they walk in and shake your hand or a representative of your company. So the next best thing is to put a photo and say, hey, I'm the founder, I'm the leader. I'm proud of this company, of this business, of this website. I'm. Even if you're just by yourself and you want to appear to be bigger than you are, I've been there. I started out like that. And then later Nicole joined me and it was just me and Nicole. That's okay. You can write like a letter from the CEO, this is the CEO and this is a letter to you. And you can put your photo. That's okay. You don't have to have a million photos with everybody that works for the company or say that you have a lot of people that work for the company and you don't. You could be authentic and be professional. Now, as we move through this about page, we're gonna stop here and we're gonna have two options depending on the size of your company. If you're two or three people, even four people on your company, it could be a very simple page and it has a different direction, it has a different tone. If you have more people in your company, 5, 6, 10, 15, 20 people in your company, you want to show you're proud of your team, you're proud of the people that have built your company with you. And that's going to have a different direction and we're going to talk about that. So let's talk about the first one. Let's say for example, you're by yourself or you have a co founder, it's one to three people. There's nothing wrong with you putting your photo and a short bio. And I say, sure, I'm talking about a paragraph, three or four sentences. And I would love it if you'd end off your bio with a one liner. That's a little personal. Even if it says like, you know, you're a family person, how many kids you have, or if you love doing something in your free time. For me, I write that one of my secret talents is that I'm Very good on the dance floor. And that Michael Jackson would be proud. I'm a huge Michael Jackson fan, so it shows a little bit of personality. I'm a human being. I'm not just some sort of corporate suit. And people resonate with that. Hey, that's cool. And you can move on and do the same thing for the rest of the team. Your co founder and maybe a third person. That's all cool. Now, what if you have a larger team? Let's say 5, 10, 15 people? I'll give you our example. Webinar Ninja. So we're working on our new about page for webinar ninja.com we're moving to dot com on June 5th from dot coda dot com and I'm working on the about page right now, actually. And that's what prompted this actual lesson because I was like, hey, I've done this so many times. I should share with people how to create an effective about page. So for us, we have 18 people on our webinar Ninja team. And I really want to show these people off because I love these guys. This is my family. I love these people. They really have helped us grow. Our team built a credible software that's launching. You know, we have 5.0 coming out in June. We've been working on this for over a year together. It's crazy, the bonds you build when you're working on something for so long with somebody. So the point is, is that I really want to show them off. I really want to show people, hey, these are the people that help help me with this area development or design or customer service or content writing or whatever it is. But I also realized that, hey, whenever I go to about page with a lot of faces and a lot of names and a lot of titles, you know, this is what this person does. This is what this person does. It's kind of mundane. It's kind of like you don't really look at it because it's just like, all vanilla. It's all the same and it's easy to ignore. So how do I do something that is not so easy to ignore? Yeah, I can write a little couple lines about each person. That's fun. That's one option. But then I visited Wistia.com's about page and I saw that they did something a little bit different. I thought, this is pretty cool. So they had photos of each person on their team, but when you rolled over them, they would animate like a gif and they do funny things. Some would dance, some would do Funny moves. Some of them use props. It was pretty cool. And I thought, hmm, we should do something like this with weather now. Not exactly. Obviously I don't wanna rip them off. I don't wanna have, you know, gifs of us doing funny things with props. That's not original. Right. But the point is, is that I wanna copy them by doing something different. Right? They did something different. I wanna do something different. So we really wanted to show that at Webinar Ninja, we really like to have fun with our team. We don't take ourselves so seriously. A lot of the other webinar software companies out there are very corporate and buttoned up for us. We like to have fun. We like to keep it light and we like to make it accessible. We like to make sure that people know that our software is easy to use and you don't have to be some sort of buttoned up expert to use it. So we had a whole bunch of ideas of how to kind of make it different. But what we actually settled down on was something really cool. So I had everybody on the team send me their photos. And I worked very closely with a artist. This is a really skilled artist that can create really interesting caricatures, little cartoon characters of each of our team members. And I thought, this is a brilliant idea because it's gonna show a little bit of levity, a little fun. And not only that, but everybody is dressed up in some sort of ninja gear, whether they're in a black outfit with a white belt or a, you know, red outfit with a black belt. Some people are holding nunchucks, some people are doing flying kicks, some people are doing splits. And I just thought, this is so co. If we just take these sketches, these drawings in color, and use them as their pictures instead of their normal photos. Photos that you would normally just glance over on an about page. You're gonna wanna look at each picture, look at what each person does and their personality and the fun they're having in their little ninja pose. And it's ninja themed, it's branded. And it was just one of those things just like, yes, this is us. And it's a good way to express yourself. And it's also a way to lend itself to the point of the page. The page is tell me about yourself. And this is kind of like a meta way to say, hey, this is what we're all about. We're about having fun, about being cool about things and just, you know, not taking yourself so seriously, but at the same time being accessible and, you know, easy to Use and just approachable. You know, if you look at our competitors in our space, no one's gonna do that. No one is gonna do that. That's our brand and we wanna own it. So if you have a larger company, think of some fun ways to display your team. It could be a little video. It could be a fun little fact about each person. It could be an answer to a question that everybody answers, like what were their favorite 80s sitcom was. Point is, is that there's nothing wrong with showing your personality and what you're all about on your about page. That's the point. Okay, what else? We have our teams. We're representing our teams. What else? What do we want to do? Well, think about the experience of when you're on the about page. You're learning about what they're all about. You're seeing the team, you're getting a good vibe. What do you want them to do next? You want them to reach out to you want them to make sure that they can reach out to you if they have questions about anything, they. So you may want to put a contact form on there. Another option is to get them to subscribe to your newsletter or to your blog or whatever it is so they can be in touch. If you run webinars, for example, you can get them to sign up for the next webinar that you're doing there. Hey, learn more about what we're all about. Here's the next webinar date and here's the link to register. It's a good time to have a call to action because you have their attention. They're intentionally going to the about page they're reading through. And then they get to this point, give them a call to action. If you have a free trial, if you have a free version of your product, there's nothing wrong with say, hey, give us a try and see what we've been working on for years. A call to action can be very powerful here. Doesn't have to be aggressive. You don't have to sell them anything if it's something free, like giving their email address or contacting you or taking a free trial. All this stuff is very low pressure. Now, believe it or not, I don't think your about page should be bloated. I don't think it has to have a million things on it. It's. In fact, I don't think it should be a lot of scrolling going on. You need to be able to communicate what you're all about and show off your team or show off what you're all about and have a simple call to action in a concise page. This is going to allow them to consume the information quickly and move on to making a purchase or reading your blog post or doing other things on your site. Knowing what you're all about now, Having context Another tip is using video. Video is a great way to communicate a lot in a short period of time. And putting a video on the top of your page is great. Even if it's just you, the CEO, the leader of the company, talking about your company, talking about why you started. Why? Why did you start this company? What's the story behind it? How'd you get started? What are some of the struggles you had and how do you overcome them? What's the reason? Why did you start this company? What was the, you know, the origin story? What are some of the struggles you had and how did you overcome them? This is great stuff. People want to hear people's stories and people resonate with stories. So having a video with your story is fantastic. If you want to include your whole team in the shoot in the video, that's cool too. Or even just a shot of them at the end, all waving. You can have fun with this. But if you just want a simple video with just you talking, that's fine too. Tell your story and that could be a great ad or great addition to your about page. A lot of people will just go straight to the video, watch the video, get what they need to know within two minutes and it's all done and they're all pumped and they want to keep on going on your site. So don't look past video on your about page. This is not a boring page. This is not a page that you can just kind of just put anything on there. Utilize it. It's high traffic. Get people to be compelled and get them to take action.

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Dear McDonald's, your breakfast menu fire tens across the board. I could be happy with anything even though I order the same thing every time. Thanks for not judging me. I'll try something new next time.

Maybe score a two for five dollar deal on a sausage McMuffin with egg and more. Limited time only. Price and participation may vary. Cannot be combined with any other offer single item at regular price.

Alright guys, I want to give you some rapid fire tips when it comes to your about page. Make sure you jot these down because they're really important. Tip number one, make sure you have some way for them to contact you on your about page. This is especially important if you have a physical business. If this is a pizzeria, if this is a clothing shop, even if you're a law firm, we need to know where you are quickly. This is important, especially if you're on mobile. You know, if I'm on a mobile device and I'm on your about page, I want to be able to know where can I find you quickly. If you're not a physical business still, how can they contact you via email? Via contact form? Is there a live chat? Is there a phone number? How do I contact you? Next tip. Don't forget the about page is all about creating a safe space and easy space to understand what you're all about. That means cut out all jargon. Don't use any technical terms or jargon that has to do with your industry. You want to make sure that anybody who visits your about page has no idea what you do. Your grandmother, whatever. Whatever it is, they can read it and be like, oh, I get it. This is what it is. Keep it conversational. Keep it casual. Don't use acronyms. And please, when you're on your menu and your menu item, don't call your about page something that is not about, something that's obscure, like our ethos or our journey. That's confusing. Make it easy. About people are used to about pages. Next tip. Everything on your website is a test. So put something out there on your about page, but don't be afraid to tweak it and to change it. After you get some feedback from customers, you can even ask people to email you. Hey, what do you think of this about page? Let me know. You can look at your Google Analytics and see how many people bounce off your site after the about page. Make some tweaks, make some changes. See if that bounce rate gets lower. People leave your website right after they were at the about page. Probably means they weren't interested enough to continue on the site. And if you can get that bounce rate lower, it means that maybe you're converting better, you're optimizing your about page better. But you gotta know the stats so you know you're working with. But the point here is that know that this is all a test. It's not gonna be perfect from the moment that you hit publish. You can change things. You can add things, you can tweak things. In the last Tab. We generally talked about this, but don't be afraid to use different forms of media. Use video, use photos, use audio if you want. Like, you can put a podcast episode that talks about what you're all about. Use text. Use different kinds of text, different fonts, different sizes, different colors. You can use gifs if you like. You can use videos that just play by themselves with no audio. It's just a visual. Whether that's a quick demo or something like that, or even an explainer video or some sort of typography video. You get the point. Mix it up, make it fun, make it entertaining. You have their attention. Make sure they enjoy the visit. All right, guys, that wraps up today's deep dive lesson on optimizing your about page. I hope that helped. I really think that this is a great opportunity for you to show your stuff. And I'm having a lot of fun creating our about page, our new about page for webinar ninja.com I'm revisiting all the ideas that I've had in the past, trying to mix and change and again, testing, testing again. And I'm sure when I put it together and put it out there in public on June 5 that, you know, I'm gonna get some reaction, I'm get some feedback, and I'm gonna change things, test things, see if they get better and better, and track my results. I invite you to mark your calendars for June 5th. To check out our new site at webinar ninja.com check out our new about page and see how I implemented the advice I actually gave you today that I'm going to be implementing myself. And let me know what you think. You can email us at supportebinarninja.com give us feedback and we'd love to hear it. And let us know what you think of our little Ninja cartoons. All right, that wraps up today's lesson. Thank you so much. I will check you in the next episode. But before that, I want to leave you with this. One of the hardest things when you start out as an entrepreneur is shaking off this idea that I have to be a professional. I have to be some sort of, like, corporate entity or some sort of larger than life character like Oprah or Tony Robbins. You don't need to do that. You just need to be yourself. There's so much pressure in those feelings of feeling, I gotta be something big. No, you don't need to be something big. You're not big. Stop acting like you're big. I'm talking to the person I was Back in the day, this is what I would say to them. This is what I'd say to OMAR. You know, 15 years ago, you are not big, you're just getting started. So just be honest with yourself. No one's expecting you to be, you know, Tony Robbins. No one's expecting you to be the next guru, the next expert. They haven't heard of you before. So be honest. Be authentic. Show who you are. I love that. Just exhale and just. I'm gonna be who I am, you know, I'm Omar. I'm an American with Egyptian parents that has that like background that grew up in New York and New Jersey. I was a teacher for a very long time and I changed path and became an entrepreneur. That's my story. I gotta own it and just let people know about it. That's what your job is when it comes to your about page. Be authentic. Don't worry about trying to be something you're not or bigger than you are. Start somewhere and let it grow naturally, let it grow organically. Alright, I'll check you in the next episode. Take care. Of. Okay.

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