3 things your About page must say to land you coaching clients
How would you like an About page that helps you get people interested in working with you…?
One that makes them eager to take the next step…
And helps move them from “curious” to “client!”
Coaches that do it right look at their About page as part of their marketing strategy.
People usually visit the About page because they liked what you said on your homepage. That was like a delicious appetizer. And now they want to dig into a juicy main course!
So here are 3 tips that will help you create a mouth-watering About page that gets you more clients.
1. Engage them with a story
Stories are a great way to pull people in. They’re also a great way to tell people more about you personally. This is important because people are more likely to work with you if they feel like they know you (and of course, like you).
But there’s a trick to doing this right.
Most of the About pages I see go on (and on and on) about the coach … what they’re passionate about … their mission, etc.
Instead, your story needs to be relevant to the person you want to help. Ideally, they’ll see themselves in the story you tell. This helps them feel like you understand them.
For instance, the story on my About page reveals my credentials and why my approach can get people better results than other things they may have tried. It weaves my values throughout. And it shows people the lifestyle I’ve been able to create since leaving the corporate world to start my own business.
2. Change their perspective about the problem they have
This one’s a biggie.
As you’re telling the story about why you do the work you do, you should be saying things that will change people’s perspective about the problem they have.
How? Tell them discoveries you made about why people have the problem. You can also show them why other approaches don’t give them lasting results.
These are things that can come out in your story. When you share new insights in your About page, it positions you as a thought leader and expert.
3. Give them magic!
The people who visit your About page are looking for a transformation. So your job is to give them a taste of the magic you use to make it happen.
There are 2 powerful ways to do this.
First is with your Signature System. They will have seen a glimpse of it on your Homepage. (I wrote about this in The 4 Questions Your Website Homepage Must Answer. I’ll link to it below.)
Now on your About page, you can go into a little more depth. Ultimately, you need to show people that this path will give them the transformation they desire.
The important thing to remember is that your Signature System is not a course, program, or service. Instead, it’s a strategically crafted marketing message. It’s part of your positioning that shows people why you can get them results, even if other things haven’t.
The second way to give them magic is to include testimonials or case studies on your About page. Because there’s nothing more powerful than hearing about great results other people achieved! It’s one of the best ways to get a prospect excited about working with you.
So those are the 3 tips to writing the perfect About page. Now I want to give you something that will help put these into action!
Here is a checklist you can use as you’re creating (or re-creating!) your About page.
The Perfect About Page Checklist
- Tell your story. Maybe you’ve had the same problem yourself. Or perhaps you’ve coached people with the same problem. Whatever it is, you want to create a connection with the reader that shows you understand what they’re going through.
- Reveal your credentials and why you’re qualified to help them
- Touch on insights or discoveries you made about the problem
- Talk about how your discoveries led you to create your Signature System
- Include testimonials or case studies
- Invite people to explore ways you can help them get the results they want. This could link to your Work With Me page or to a free resource they can download or watch.
As you can see, this approach is about how you’ll get them results. It tells your story, but in a way that’s all about your ideal client!
Now take a look at your about page and see if it covers all the points on this checklist. If it doesn’t, use the checklist to help you fill in any gaps!
Lastly, if you’d like help with your Homepage, too, here’s a link to the article I mentioned: 4 Questions Your Website Homepage Must Answer. (It takes you to the article on Substack.)
