That’s right, not all pages on your website are created equal… some carry a heavier load than others.
And that applies to all sites, regardless of industry and no matter if it’s a personal or business site.
Curious about the page I’m talking about?
Well, I’m talking about the “About” page on your website…
Every website has a number of core pages, and the about page is one of them. But in case you’re not familiar with core pages, let me quickly explain.
Almost all websites have the following, similar pages. However, not all sites will call them the same, regardless that they have the same function.
So here are the core website pages:
Some may argue that the home page is as important as the about page, and perhaps it is. It certainly is one of the more important pages on any site.
The home page is where you’re taken to after submitting the site URL to the browser. This page is responsible for first impressions and lets visitors know what the site is all about.
You might compare the home page of your site to the front door of your clinic. It’s the equivalent of a new patient stepping through the front door and forming a “first impression.”
Contact Us Page:
This page simply tells visitors where the business is located and how to get in touch with the business or website owner. Some offline businesses include a map on the page to make it easier for new customers to find them.
Last but not least… the star of today’s article! The about page provides visitors information about you and your clinic; we’ll discuss this page in great detail moving forward.
You’ve probably noticed that every core page has a specific function or purpose. Core pages don’t sell products or services nor do they offer up articles or other content. They’re simply there to provide site visitors with information that rarely or never changes.
The About Page
But now, let’s get back to the “About” page and find out why it’s so important.
It’s interesting to note most people visiting a site for the first time will start exploring the site by going to the about page.
- Perhaps they’re looking for information about the site; this certainly applies when the home page fails to identify what the business is about.
- Perhaps they want to know the face behind the site and see who’s involved with the business.
- Perhaps they want to get some background information about you, see what other things you’ve done before and if you’re qualified to provide the services you offer.
- Maybe they want to get a feel for who you are before making an appointment to see you.
- Maybe they want to know what you stand for, and most importantly… if they can trust you.
So how about yourself? Do you click on the about tab when visiting a site for the first time?
I certainly do… I want to know the business and the people behind the site. Before I invest too much of my time, I want to make sure that I’m in the right place.
Now, perhaps you’re saying it’s impossible to get this type of information from a webpage. Well, maybe you’re right…
However, here’s what I think.
Unless someone tells outright lies on their website, I think you can get a pretty good feel for the business and the people behind it.
After all, the idea is not to become best friends, but to see if there is enough trust to consider doing business with the company, business, or clinic.
Now here’s the unfortunate thing…
Unappreciated & Neglected
Even though most website owners know how important the about page is, they often neglect it.
And I can see why… it’s tough to write about yourself and toot your own horn. Most of us aren’t comfortable doing it; I know I’m not.
So, the question is… how do you tweak your about page to make it better and more effective?
Let’s start with looking at the real reason for the about page. If you think it’s obvious what the page is about and hence unnecessary to discuss, let me explain.
While the about page is about you, it’s not the only reason people click over to the page.
Truth be told, what visitors to your site really want to know is this: “What problems can you help me solve?”
You Are A Solution
Ultimately people come to your site because they’re looking to solve a problem. Perhaps they’re new in town and need a new provider. Or maybe, they’re not happy with their current provider and are looking to make a switch.
Whatever it may be, new visitors come to your site because they need to solve a problem. They have questions and need answers.
And that’s why they’re on your site and your about page.
- Perhaps they’re looking for a new provider who is friendly and outgoing.
- Maybe they’re looking for a provider who is open-minded about alternative treatments.
- Or perhaps they want a provider who is encouraging and supportive.
Whatever it may be, prospective patients go to your about page to see if you may be a good fit for them; they are looking for clues.
And that’s why your about page must reflect who you are, what you stand for, and how you can help.
So here are a few simple tweaks you can make to the about page that will help highlight who you are and how you can help.
Ditch Corporate Speak
Don’t hide behind corporate “speak,” but let your personality peek through.
Make your about page interesting and engaging. Avoid speaking in the third person; simply use your own voice. You’ll still be able to maintain a professional tone, but one that is more relaxed.
Instead of saying “The provider of the clinic is Jane Doe, NP who is a graduate of XYZ school…”
Consider going with something like: “Hi, I’m Jane Doe, NP and welcome to the clinic! Let me briefly introduce myself, so you know who I am and what you can expect when you come to “XYZ Clinic.”
Write the page in your voice and make it sound like you. When someone reads your about page, they should instantly get a feel for who you are.
Tell Your Story, Through A Story!
Stories are a powerful way to get your message across, and telling a story may be perfect for your about page too.
Consider sharing a story from your life or experience from your past to allow readers get to know you and learn more about you.
Show Who You Are…
Do you have a picture of yourself on your about page? And does the picture support the story on the page?
More often than not, pictures on the about page are an afterthought and don’t connect with the message told.
So, include a nice picture or a professional headshot; and choose pictures that convey a certain image. For example, include a picture that shows you are the friendly and warm person your about page says you are.
Pictures should always support your message. When you have the right pictures on the page, visitors will get an instant feel for who you are.
Whatever pictures you choose, smile and maintain eye contact with the camera. Make sure it’s a relatively recent picture of yourself and avoid using an outdated one (even though you may have been 20 pounds lighter back then).
Create A Video!
Feeling adventurous? If you really want to do something different, shot a video of yourself. Without question, a video will instantly give visitors a feel for who you are, what you stand for, and what you do in your clinic.
Video engages visitors in a way that’s hard to duplicate in writing. And, when someone watches a video of you, it makes them feel like they’ve met you in person.
If you go the video route, use good equipment, so you end up with a quality recording. Keep the video short and relevant; two to three minutes will do!
And remember, it’s not all about you. People come to your site because they’re looking for a solution, so tell them how you can help.
In summary, your about page is your opportunity to let people know who you are, what you do, what you stand for, and most importantly, how you can help.
Don’t be afraid to change and update your about page. Continue to work on your message.
Keep tweaking your about page until you feel it’s just right. Think of your about page as a work in progress that you can update whenever you like.
Here’s what to do next.
Ready to go to your website and study your about page?
Does the page accurately reflect who you are? And does it tell new patients how you can help them?
- If the message is warm and friendly, great; but if it’s cold and corporate, you know what to do.
- Are there pictures of you on the page? If not, you know what to do.
- Does the page tell new visitors how you can help them? If not, you know what to do.
Your about page is your unique opportunity to tell your story, let them know who you are, and how you can help solve their problems.
Don’t miss out!
We’d love to hear from you… tell us what you think by leaving your comment below.
By Johanna Hofmann, MBA, LAc; regular contributor to the NPBusiness blog and author of “Smart Business Planning for Clinicians.”