How to Write a Killer ‘About’ Page

2011

Apr

How to Write a Killer ‘About’ Page

Posted by Christopher Price under Real Estate Blogging tagged blogging, blurbs, community, conversation, pages, trust | No Comments

Objective: Build trust and encourage conversation. Time: 1-3 hours.

Your ‘about’ page is going to be one of the first points of connection with most readers of your blog. In fact, it is one of your best conversion tools, so it’s important that you get it right. Think of it this way, your website or blog is like a book. Your ‘about’ page is the blurb on the back and inside flaps of the glossy book jacket. In the same way, they purpose of your ‘about’ page is to persuade the reader of your site’s value and of your credentials as an authority. Real estate is a relationship business. If the reader connects with the you and you both share an interest in the same community, you have the basis for a relationship.

If there’s two things I’ve learned since first starting my online business journey, it’s this:

Your About page will be one of your most viewed pages on your site.

Your About page is not about you, it’s about those looking to find out more about you.

-Michelle Welch

Who Reads About Pages?

First time visitors.

What do they want to know?

How often do you update your website?
How can I subscribe to your website’s content?
How can I contact you if what I’ve read here isn’t enough?
Are there other places on the Web where I can find you, such as social media services like Twitter or Facebook?

Opportunity: Build awareness and help them to return to your site after they leave.

Regular visitors.

What do they want to know?

Can I comment or ask questions on your site without getting badgered?
Do you really know what you’re talking about?
Are there other places on the Web where I can support and follow you, such as Twitter or Facebook?
How can I contact you directly (later)?

Opportunity: Develop trust and make a connection.

People considering working with you.

What do they want to know?

What are ways that I can work with you?
Can I ask you general real estate questions?
Can you show me a property even if I’m just thinking of buying?
What can I expect in return by working with you?

Opportunity: Permission to do a CMA of their home’s value and about permission to search for their ideal next home.

The Secret ‘About’ Page Formula

Present the information in order of interest to the reader. The first time visitor will probably only read the first sentence or two and skim the headlines. Regular visitors will read a little more. People considering working with you want lots of facts and your history. Journalists call this the inverted pyramid writing style. Like newspaper readers, web users are impatient. Start with what is most important to the reader and work your way to more detailed information. Keep sentences short, snappy, conversational. Write like you talk. Address all the questions.

Step 1: The Blurb (1-2 paragraph summary that sells you and the site; the back cover.)

Who is your site written for?,
What are the benefits of reading your posts? (WIIFM?)
When (how long ago) did you start caring about this community?
Where are the communities you write the blog about?

Step 2: The Bio (Who are you and what do you do? The inside cover flaps.)

Your picture. Upload a current and casual photo that shows you’re a real person. Puts a face to your words.
What qualifies you to write about the communities you cover? If you have years of experience, formal credentials (GRI, CRS, etc.), awards, etc. put them here. Explain how, and for how long, you’ve been involved with your niche or farm. If you have no qualifications other than your passion, explain that.
Do you have any other claims to fame? What else have you accomplished in your life that might persuade readers that you’re worth listening to.
Who are you? This is where you put the stuff that usually comes first. Write about your interests, your personal story of why you got into real estate, etc.
Links to your social networking profiles. At least LinkedIn, Facebook, and Twitter. Invite people to get to know you.
Third party comments and testimonials. Use a lot of them. If you don’t have a lot of them — go get them. Ask your friends, family, past co-workers — anyone who trusts you, to offer a quote of praise. Make sure they are interesting and true.
A contact form and your phone number. Make it easy for people to get in touch with you.

This layout will give new visitors the information they want, while allowing regular visitors and people considering working with you a chance to get to know you better.

Additional Reading

	Social Media 101: Tactics and Tips to Develop Your Business Online, by Chris Brogan
	How to Position Yourself As the Obvious Expert: Turbocharge Your Consulting or Coaching Business Now!, by Mark L. Eldridge