Latest / The Unfiltered Tea with Evie / How to Write an About Page That Connects and Converts | Website Copywriting 101
Transcript
- Evie Tavares: I'm Evie, and you're listening to The Unfiltered Tea with Evie. I'm a business owner, a copywriter, and a storyteller at heart. And over the years of building my own business and growing my own community, the thing I've loved the most is hearing people's stories, the strategies that they swear by, the mindset shifts that changed everything for them, and the honest truth about what it takes to grow a business from the ground up. Every person has something that makes them different in their industry. And finding that thing and amplifying it is basically my whole job. And this podcast is just another way I get to do that. In this podcast, I'm bringing on incredible guests from my community, experts in marketing, business growth, and mindset to share the real, unfiltered version of what building a business looks like. There's no polished highlight reel in these episodes, just the tea. So let's get into it. Welcome back to the Unfiltered Tea. I am back with another solo episode inside of the website copywriting 101 series that I started. The first one was all about home pages and kind of the key points or features that I always like to include when I'm writing a homepage. And so if you haven't listened to that, I'll link it in the show notes you can go back and listen. Today we're gonna be covering about pages or about me pages. And these are actually my favorite ones to write, if I'm being totally honest. just because it's my favorite place to bring out your story, your personality, what's really special and unique about you. And it's also my favorite place to go when I'm looking at somebody else's website. I love to go and just see who's really behind the brand before I'm actually investing or buying anything. So before we get into it, I am going to be recording another solo episode probably right after this one that is kind of going into some updates. Cause I feel like it's been a while since I've kind of updated on what's going on, how things have been going, where the business is going. And so stay tuned for that one. I also I had a cold over the weekend and I still I feel fine, but I sound I might sound a little stuffy. So apologies for that. I am Healthy now, but just still don't sound so healthy. And definitely going to the Jonas Brothers in Toronto a couple nights ago and screaming and yelling and singing at the top of my lungs didn't really help, but it was worth it. So that's my little side point for the day is if your childhood favorite book. band is coming to a city near you, then I highly recommend going and seeing them and living through that whole moment again because they visited, I think they said it was 18 years ago, they kicked off the original Burning Up tour in Toronto. And I was actually at that concert as well. I was further back, obviously. And I was also like young I d I don't remember. According to my math, it says I was sixteen, but that doesn't seem right to me. I feel like I was like 14 or 15. So maybe it's just the way the months lined up because I met my husband was I when I was 16 and I definitely didn't go when I knew my husband or when I knew my future husband. Anyway, it was so cool to go back, they played a lot of the songs from back then as well. And just being able to a buy my own tickets and get really nice seats and be just not care what people think like I used to and be able to just sing and dance and go crazy was an absolute blast and it was just super cool. So that's my little personal moment of the podcast. Let's get into now probably what you're actually waiting for is the about me page information and what I love to include and see on an about page from a copywriting perspective. Okay, so every page on a website has a headline, just like your homepage has a headline. The headline on your about page is it can just be like plain and simple. Sometimes it'll be like about me, about us. or you can do something a bit more creative. Like this isn't as big as the initial heading on your home. page because that's the first place people are going and we want them to be able to know that they're in the exact right spot. This is exactly what they're looking for. whereas the about us page is or about me page is usually like the second or third step through the website. People are already aware of what you do. They just want to know a bit more about who you are. So you can get a bit more creative with the headline or I like to anyway. And then I always like to start with what's your mission? What's your thing that like you go to bed at night and you think about it and it's like this was a slam dunk day because this happened. Like, if you can just look at your business and what your What makes you different? What makes you unique? Why should people stick around and continue to go through your site and continue to learn about you? And really call out the problem that you're solving for people. And I think there's a lot of narrative for about pages that it's about you, but you want to make it about your customer too. But I feel like that's also very confusing because you talk about yourself, but you're also talking about your client or your dream audience. So how do you do that? You do it in a way that you are making them feel seen again, making them feel heard, showing them that you understand where they come from and building some rapport with them around having like some things in common. So that's why I love, especially for personal brands and solopreneurs, I love going into like these are my interests, these are things I like, these are things I've done, here's about my life It just is a chance for people to really resonate with you on that personal level. They can look at something and be like, I love this too. I love baking sourdough. I love going to Jonas Brothers concerts 20 years later. And it's just that moment of connection that then makes it more personal for them. They're not gonna be as likely to just bounce off. They wanna keep learning about you. They're now interested in you as a person. And When we're talking about the mission, it's it's clear over clever for the mission again. And this is where we make it about our audience. So our mission is to serve them. I wouldn't necessarily put my mission is to make a million dollars and have a million dollar business and to live in a mansion and have a yacht. I even if that is like deep down what you're really working hard for, we don't wanna put that there. We wanna put What is it that you're doing for people and doing for your audience could get you there, but we want to focus on what it means for your audience and what the mission is in terms of serving your audience and looking after them. Then I like to get into your story. So this can be like your personal story. So for me, it's, you know, I worked in corporate banking, I had kids and realized that this was not the life I wanted. So that was like my status quo. And then I turned the status quo on its head. kind of talking about the middle ground there where I was on maternity leave building the business and still had to go back to work, but then obviously the outcome and the solution was eventually I was able to quit my job and go full-time in my business. So that's like my core story. You can also tell the story of what you do for your clients here. so what what what your story was in terms of how you got to where you are for your clients. How did you learn about what you do? How did you create your method? what did you see in your industry that was the status quo? And what did you realize that you could do differently? And so that's a really great way to use that as well if you don't want to include your own personal story in there or you can include both as well. If there was some epiphany or some breakthrough that you had that your audience can emotionally connect to, we definitely want to include that in the story as well. And then if you have a very some people have their trademark method that they use, some people have just like a very unique process that they have, include that in there as well because now we've got people connecting with you on that personal level, they feel seen, heard, and understood. And now we want to show them how does this actually work? What can this actually look like? And you can do this on different pages throughout the website, but this is also a great place to do it because it's again telling the story of how you got to create your method or to create your process. What did you see that made you want to have this process and make it different from how everybody else is doing it? Okay, so after we get through that storytelling, that connection piece, then I really like to go into authority. So there's a few things, sorry, before that. If you want to add a section of these are things that I'm interested in, tell a little bit more about yourself and your family, I think on my page and on some of my clients' pages that I've written, I'll have like interests or like fun facts about me. Just something again to make that personal connection. Then I like to get into the authority piece. So this can be awards that you've won. It can be features that you've had. even if it's like guesting on people's podcasts, just put that on there, be like, I was a guest on so and so's podcast and link to the episode. And if you have blogs that you've guested on, or if you If you're part of communities like entrepreneista or high vibe women or your flow d like in my case a flow desk partner, like including things like that to really build and show your authority. And one other thing that I like to add here as well, is certifications or like courses that you've taken. So for me, I've invested a lot in taking courses to really refine my skills in both photography and copywriting. And I feel like that needs to be said on the website, right? Because it's not just I picked up a laptop one day and I decided to write copy. It was no, I already had like strong writing foundations, but these are the things I did to make me skilled in this area and and in actually writing the copy and using biopsychology and all of the things. So if you've taken courses or anything like that, that kind of builds up on your authority and your expertise in your industry, then that's a great place to include it as well. And then I end off the about me page with a call to action. I feel like every page should have a call to action. And the about me page can be to go to the services page to learn about your services, or it can go to your contact page to connect with you and to book a call or whatever your call to action is. You definitely just want to have somewhere else for people to go. We don't want them getting to the bottom of the page and page is done, there's nowhere to go, there's nothing else to do because then we want to make it as simple and clear as possible. This is the next step that we want you to take in our website. And it's it ties in with the user experience and everything, which I do have an expert coming on for that soon. So stay tuned for that. but yeah, you just always want to give people another place to go so that they're going deeper with you, deeper in your website and building more of that connection and that rapport with them so that they're ready to take the action with you. So that is my go-to for about me pages. I like to keep them more short and sweet and then obviously incorporating some beautiful brand photos in there. Show your face. Like I cannot say this enough. If I go to an about me page and the person does not have a picture of themselves, it makes me want to like rip my hair out because people want to see the person behind the brand. Even if it's a bigger company, have a picture of the CEO or the president or whatever, just have a face for people to put the name to. I think that is such an important piece of it. And it's exactly why I have not let go of brand photography. because they they go together. Everything on your website goes together. The copy, the design, the brand photography. And so to be able to give all of that together and have it be really cohesive is something that's really important to me. That's a little bit of a hint into the update podcast that I'll be be recording next. But yeah, so on top of copy, talking about yourself, this can also be shifted if you are a corporation. talk about the corporation's mission. Talk about the story of how the how the business was started, how it went, and then if you Have a smaller team, or you want to incorporate some of those key players in your team, you can have individual bios, you can have little about them, just to tie everything together. Okay, so that's everything that I have on about pages. Next in this series, we'll be looking at services pages, and I'm super pumped about that one too, to be honest. I'm pumped about all of it, but anyway. I hope that you enjoyed the episode. If you have questions, I did have people reaching out after the homepage episode, just asking some more personalized questions for their industry and for what they do. And always, always happy to answer those questions and to chat with you in the DMs. So don't hesitate to reach out, Evie Tavaras Branding on Instagram, and the link is in the show notes as well. So thank you so much for listening and we will chat soon. That's the tea for today. If something in this episode landed for you, I would love to hear about it. And if you're curious about working together, whether that's finding your own unfiltered tea and bringing it to the front of your marketing, or writing copy that really sounds like you, reach out. I'm always open for a conversation. And before you go, hit subscribe so you never miss an episode. And if you're feeling extra generous today, leave a review. It really helps this show to reach more people who need to hear it. Thank you so much for listening, honestly. And I will see you next time.