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Make Your Creative Business Uniquely Irresistible

Lesson 19 of 21

Your Unique About Page

April Bowles-Olin

Make Your Creative Business Uniquely Irresistible

April Bowles-Olin

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Lesson Info

19. Your Unique About Page

Lesson Info

Your Unique About Page

You're unique about paige one of the most popular pages on a lot of websites is the about paige and a lot of entrepreneur screw this up that's not very nice way to say it right but it's trill I goto lots of about pages and I'm like oh I wish I could help you for just five minutes because we need to fix a few things here the first thing is don't talk about yourself first and you would automatically think this is exactly what you should be doing because that you're about paint right you think I should be talking about me first instead you should be talking about how you can help whoever it is that is your ideal customer or what your business is how your business is going to help them or what you have going on whether it's a product space of service based business and most people I would say make the mistake of talking about himself first because it's annabelle page is just what we think to dio but people are going there to see are you the right person for me do you get me do you understa...

nd me should I go somewhere else that's what they're looking for in the beginning so if you give them a reason and you show them that you get them right away and that you're the business for them that's the most important thing using stiff language so personality, personality, personality a don't is writing in the third person now you khun right part of it and in the third person, I would say, but we all know that you wrote you were about page in your bio it so I say it is much more helpful to write it in the first person it just there's a better connection unless unless you're a lawyer and you're supposed to have that professional look an appeal to your website, like if you're in that line of work and you want to look super professional and like buttoned up and that's what you x spect it's about expectations when you go to that type of website like my husband, he has his bio written in the third person, and I don't say to him, you need to change this it's because that's the expectation of that, however, for most that are watching and most of you guys are creative entrepreneurs, people want an instant connection with you and it's going to be much more helpful if it's in the first person for hitting to tell people how to buy from you. On the about page, my sales skyrocketed when I included a little bit about my products on my about paige I didn't think it was going to make that big of a difference, and I forget who told me to do this and I didn't have it down there because I thought I don't want to sell to be I want toby to sales e I don't want to sell to people and someone said no, you've got to do it add your products people want to know when they come to your about paige how you can help them so when I added my products I saw a big increase pretty much immediately in sales using crappy photos or completely disregarding photos we want to know who you are we want to know who are working with we want to know who we're buying from makes us feel more connected and photos are important it does not mean that you have to go out and get professional photos done but I would say you do need to spend time on it meaning looking your best getting a friend to take that has a good eye for photography taking some photos of you with some simple backgrounds and lots of options the more options the better because then you're going to find it few in there that are really good you can use those on your about paige and then also when people ask you for them if you're being interviewed or if you're doing I guess supposed or if somebody wants to feature you you need the photo for that kind of thing so photos are important especially on your about paige people want to see who you are so start out with how your business will help your customer in language that your customer uses and gets include what you do and how you can help them along with links to purchase because this is what people are looking for they want the stuff use story story, story, story, story story use it and include the fact show that you're trustworthy so I have you're going to see I'm going to go through my about page I have a little bio at the end that's written in third person that has the fax so that you can see places that I've been featured you khun see some of my work you know that I'm basically you know I'm the real deal, you know that I know that what I'm talking about and so it's important to have some of that on your bout page so that people know ifyou're service based business that you're an expert or examples of your products if let's say you design prince having a couple of prints on your about paige so they can see what your work is. So here is the start of my about paige and I I like these check all check all that apply kind of things you saw this on a sales page of mine and another course you were watching that one I like to use this because it works really well for me and I always tell people do more of what works unless of what doesn't. And when I changed an updated my about paige with this in my product's, sales just went up by a lot more on daily sales. Basically, so I am trying to talk to my ideal customer. I'll read just a couple of these chuckle that apply there's never enough time ever you're completely overwhelmed and wish you knew how and what you prioritize. You make lots of lists, but you're not getting anywhere posted addiction, anyone you're wondering if I actually live in blacksburg, virginia? The answer is yes, go hokies because the name of mice itis blacks were about lots of people ask me every from blacksburg, so had a little bit of fun. You see how I'm trying to talk to my ideal customer, but I'm also trying to make it fun personality, and then when they get through these, if you said yes to any or all of the above, you're in the right place take a deep breath, I'm here to help and a picture, and then I introduced myself a little bit high. I'm april and I love to help create of entrepreneurs, build successful businesses around the lives they truly want toe live. This is where I have a little paragraph about me so I've already connected with my ideal customer I've already let them know kind of what I dio and who I help and now I'm telling them a little bit about me and then how they can bye for me or work for me or get more from me if that's what they want so in that second paragraph I introduced some of my products and then I just have a little bit of thought with twenty two things you might not know about me for instance, I celebrate my birthday for an entire week one day just isn't good enough and I get presents each day I tell my husband we're gonna have a weekly birthday this time and that's every time s so I have all kinds of just fun facts about me here just to have a little bit of fun to show personality and this is an easy way to do it people often wonder how do I talk about myself without sounding weird or how do I do it in the right way? This is a way that makes it really easy and then you want the factual boring bio written in the third person okay, here it isthe so that you can see I know what I'm talking about and now we're going to take a look at syria's about paige all right sarah, are we so excited okay first of all I really like sarah's website you guys I don't know about you but I love this picture right here did you take this picture you take beautiful photos you guys agree okay so automatically I like it because I'm interested the photo is really nice really high quality and I already kind of understand because there's a map there is a passport I'm already kind of getting it and then there's the typewriter so it pulls it all together welcome adventurers yeah and there's a picture like I said to have a picture you my friend are in adventurer yes you whether your adventures happen in your own back garden between the hole pages of an old book or across oceans you have an adventurer's heart and that makes us kindred spirits this block is my love letter to adventure I hope you'll join me on my escapades brew yourself a cup of tea and I'll tell you the story of how this love letter began okay I am getting I'm getting the fields when I read this I don't know about you guys but I'm getting the fields and I feel like you're talking to me I feel like at first when I a first glance when I would see this I would say a little bit more before you introduce yourself but I'm thinking that it feels good to me if that was really good to me okay then you go into my name is sara and I've always been an explorer at heart my years as a girl scalp put me on my first airplane trip to ojai ropes, camping adventure and michigan, then as an undergrad at m u w, I knocked out my foreign language retirement with a trip to mexico after college, I worked at a theatre for a year in washington dc and then went to grad school in london, which put all of the united kingdom in europe at my finger tents on I like how all of these pieces that you're sharing about you relate to your business, especially since it's so high up in your about paint they're all reasons why you're the right person for this, I wish there was more I could point out to say you need to change the bus got so good that there is it right? They're all my travels one thing stood out to me taking where you live for granted is universal, whether in mexico, d, c or great britain the locals went about their daily lives largely ignoring what made their homes extraordinary. We have another picture I'm assuming this is you traveling? Yep. Okay, so is this more story as we go along right? Okay more story about why you created this business right and do you have in here let's see yes, ready to get venturing, but not sure where to start. Check out my frie e book, the adventures handbook with plenty of prompts and worksheets to getyou going now on to today's adventure. Okay, there isn't a lot that I can that I can say this needs to change this needs. I can't pick it apart. It looks really good, thank you, especially because you give us a call to action at the end. That's really important at the very end of my about paige, if people have gotten their I haven't opt in for my email newsletter and that gives them something to do with the end if they've gotten all the way down to the bottom because if they have, they're really interested and they want more. And so I love how you give them something to do at the bottom. Does this link will this take you to an opt in? Or does it give you just the handbook that goes to the block post about the handbook? And then it has the opt in at the bottom? Perfect, perfect set up? What do you guys think? Do we have any feedback on this? Yeah, do you think there would be value in when you click on that, I mean, I know that I wouldn't be surprised if it did. Kind of say put in your e mail and not the thing you know you'll get the adventures handbook so something to kind of capture the email if they want the handbook well it goes to a block post where you will capture right? Right? The one thing that I would say is it would be helpful to get that onto a landing page so that you're sending people to a specific page where they're not distracted by anything else it's just about your handbook and how teo opt in and get it I've got to get that plug in or lead pages or something similar yeah sarah the one thing I noticed when I went there was I wanted to go sooner and look out and see the handbook on and so I would love love the link up at the top of the page where I could have jumped over there and I don't think there was one yep yeah I would even introduce it somewhere yes you saw how I had my products pretty close to the top I mean, not right away but pretty close you're right because not everybody's gonna read through the alright yeah yeah not everybody's gonna read through the whole story so I would have it somewhere either right below this paragraph or right around here okay one or the other and introducing that yet and the only other thing I like how there are words that are this teal color the only other thing I would say is maybe toe add a little bit of headings so that when people are scrolling through that there are headings that kind of captured their attention and keep them reading throughout but this is this good thank you was good stuff. Yeah jennifer but just one more thing okay, I actually don't little your hand but I think it's super cute and I loved it I would also like to see maybe some images of the handbook on that page on that page yeah, I'm just a couple from the actual pages in the handbook that's a great suggestion we're so lucky to have such a smart in studio audio thank you no way from general about paige questions coming in the chat room is really interested in this I think a lot of people struggle with this now we had a couple of people who touched on the similar question they say if you work for a company that has two employees, you would say we instead of I correct, but a lot of these people are solo preneurs and they're afraid of saying just eye they want to make it seem like they have a whole team how do you how do you approach that when you should use eye when you should use? We don't ever use we if it's just you don't one, people like the personal interaction, so when people know that it's me that they're going to hear back from, they're much more excited about that, so just don't even worry about trying toe look bigger than you are one it comes off as we can, we can smell a fake right from miles away when you're trying to pretend like your britches are bigger than they are, we can tell that you're kind of exaggerating and it's is not the truth, so just don't do it right, we want to be us. This is what this is all about is being you and that's what people are going to be attracted to, so do not worry about that, and then if you do have multiple people, it's probably one person who is the main business owner and you would have an introduction to that person, and then you could say something like meet my team and have more information on that or if it's something like a partnership, you would have been about page where it's, both of you guys just work with what you've got and don't lie don't ever lie or try to exaggerate because she's not worth it. So here, some more tips for you if you get stuck when writing you're about paige, ask a friend to interview you about yourself in your business. Record it, I know this is going to feel really silly when you do it get a close friend who is not going to make fun of you because that doesn't feel so good, right? Ask somebody who gets it teo interview you asking you questions about you about your business and then use that as the base? Use the pieces where you are the most passionate and start their back and really help you get unstuck when you're talking about your business and when you're talking about yourself. Update your about paige at least once a year or if you make big changes to your business or product offerings, some people write their about paige and then it doesn't get updated forever, and then when you go to look at it, it's a very mismatch to their business and that that's not helpful and like I've said fill it with personality. People want to know who they're buying from break up the chunks of text just like you would in an email newsletter just like you wouldn't a blogger post break it up, use bullets, used list use headings and consider adding an often especially at the end because if people have gotten to the end of your about paige, they're really interested they've made it all the way through, so they probably do want more from you anybody have any questions about any of this stuff we just had one more thing I want to get your opinion on. I know we talk a lot about optimizing about pages and things like that for mobile devices, and we had a question about how long they should be. Well, I know that you show the example that we just had there, but some users are concerned about having a scroll too far in the about paige, especially people on a tiny screen where they have two really swipe through to get toe everything there and he tips on that and how to optimize that and not be too long for certain devices. Yes, ok, so my first tip would be connect right away don't take too long to get to the point and tio share what you think is going to be the most helpful. So when we had the suggestion teo move the link to the handbook up closer to the top you can have one at the bottom and the top that would be helpful because people are going to see it without having to go through the entire about paige so kind of get that important information up at the top and it can be a cz long as you want it to be, people will stop reading when they want to stop reading, get everything that you want on it on it and that's what I would say all right, that's my advice

Class Description

Streaming for Free on Tuesday, 6/21

Whether you’re trying to stand out among thousands of online sellers or a hundred fellow crafters and makers at a trade show, the ability to distinguish yourself from the competition is a required skill for every creative entrepreneur. April Bowles-Olin will show you how to make your business unique by differentiating yourself and making your business a magnet to your target customer.

April will help you cultivate a deeper confidence in your product through developing a more nuanced understanding of your brand. You’ll explore what makes your business original, how to “bake” that uniqueness into your brand, and how to use it to inspire customers to choose you. You’ll learn how essential it is to understand the stories of your customers, and how to motivate those customers to broaden their stories to include your company.

If you’re ready to be the one customers excitedly and confidently choose, no matter how many other options they may have, this course is a must.


Christine Aseka

Thanks for this awesome course with all these useful tips, a great workbook and an amazing April Bowles Olin. I simply love the way she shares her experiences in a natural, lovely and authentic way. I'm absolutely connecting with heart and mind.

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This week I watched April's course and was riveted by her presentation and the volume of content she provided. She is a true professional in terms of her knowledge and experience and yet her presentation skills are fun and enjoyable to watch. This course is chock full of valuable and much needed information, and it is well worth your time and money to watch and invest. April does an outstanding job in all of the courses she offers, and once you become a fan of hers you will be a fan for life.


April, I purchased your class and I love what you have created. The workbook helped me to identify key points that I needed to think about. I have had a business for a while now, and I wanted to give my shop and blog a fresh look. I certainly got exactly what I was looking for in your videos and most of all with your fabulous hand-outs and workbook. Your style is A-dorable and although I am 66 years old, I am never too old to learn something new. April, you will always be successful in everything that you do because your passion is contagious. Thank you. I am sitting here this morning with a notebook and your workbook. You have helped me identify points about my business that I was overlooking. By going through the process, I feel wonderful about my products and have a new outlook. You are amazing! Karen