Your website is one of the main tools you have at your disposal to make real connections with your audience. Most people crave human connection Your website is the perfect place to showcase your humanity, building that coveted connection between you and your customer long before they meet you or choose to work with you.
The two best pages on your site that help build that connection are your About page and your Bio page. Yet these two pages are often confused with one another and are often used interchangeably. Don’t make the same mistake your competition is making; learn the differences between your About and Bio pages and then put that knowledge to work on your site.
The About Page: It’s for Your Audience
Your website is one of the main tools you have at your disposal to make real connections with your audience. Most people crave human connection Your website is the perfect place to showcase your humanity, building that coveted connection between you and your customer long before they meet you or choose to work with you.
The two best pages on your site that help build that connection are your About page and your Bio page. Yet these two pages are often confused with one another and are often used interchangeably. Don’t make the same mistake your competition is making; learn the differences between your About and Bio pages and then put that knowledge to work on your site.
The About Page: It’s for Your Audience
According to HubSpot, the About page is the second most important page to include on your website, right after the Home page. Why? Customers interested in your services want to know more about what you do. And here’s the kicker: they don’t just want to know your credentials. They want to know why you do what you do and why it matters to them.
Take this example from SEO experts, Moz. In the few short moments it takes to read, this blurb explains why they focus on SEO and how their focus benefits others. As a potential customer, you read that there’s a “more valuable, less invasive way” to do marketing with Moz. And that’s what connects you to their products and services.
How much clearer can Nike be? As soon as you see their About page, you’re nearly smacked with their mission. Sure, they sell sports gear, but customers receive “inspiration and innovation” when they purchase their products. When it comes to being an athlete, inspiration and innovation mean a better game.
What to Include on Your About Page
As you can see, both examples show the audience why they do what they do and why it matters to the individual. This is the main message your About page should communicate. Here are a few things you should include as you create your website content:
- Your mission, vision and values: What values underpin the services you provide? What is the ultimate goal of your business? Use your About page to show your human side by discussing your mission, vision and values.
- Focus on benefits instead of features: When you think about the features of your business, ask yourself, “so what?” For example, if you’re an accountant, your services provide financial well-being, not just well-prepared taxes. If you’re an attorney, your legal services provide peace of mind during a trying time. Focus on the benefits first.
- Links to other key pages on your website: Make sure you include links to your Services and Contact page as well as your Bio page. This helps keep your visitor’s eyes on your website longer.
Regardless of how you layout the page, and no matter what you call it (e.g., About, Our Story), one thing is for sure: your About page is not written for you—it’s written for your audience.
The Bio Page: It’s All About You
Okay, so it’s not all about you. Your entire website is there for your customer, after all. But your Bio page is more “you” focused than your About page. In fact, this is the main difference between the two.
Your Bio page isn’t a resume. It’s a narrative discussion about why your customers should pick you.
Pat Flynn, digital marketing extraordinaire and entrepreneur uses his Bio page to take readers on a journey from disaster to success. As a thought leader who uses his experience to help others become entrepreneurs, this story accentuates his ability to overcome adversity. It’s one of his superpowers and the reason why thousands look to him for advice.
Amy, a leading business-builder and marketer, uses her Bio page to tell readers the story of her past and how it benefits their future. She tells her readers what she does, who she does it for and how customers can expect their lives to change by working with her.
What to Include on Your Bio Page
Both Pat and Amy use their Bio page to create a narrative that their customers can relate to, building a connection with them. Here are a few things to include on your Bio page to do the same:
- Your strengths and superpowers: What do you do better than anyone else? This is why your customers should choose you over a competitor. Showcase these strengths and superpowers on your Bio page.
- A professional photo of yourself: There’s no better way for your audience to get acquainted with you than through a photo of yourself. It’s nice to know who’s speaking to you on the other side of the screen.
- Direct contact information: How can your website visitors reach you? Add in an email address, a phone number and relevant social media profile links.
- Links to other pages on your website: Make sure to link to your Contact page and your Services page, at a minimum.
Download the About & Bio Page Creation Checklist
These pages are two of the most important on your website. We’ve put together a free page creation checklist, so you don’t miss a thing.
Your About Page and Bio Page Build a Connection With Your Customers
To convert your website visitors into potential clients, you must first build a connection. Your About page and Bio page can help you do just that when written correctly. Want to know more about creating website pages that truly connect and convert? Go ahead and reach out to our team today.
