An about page of another sort
Your profile page
Your ‘about’ page is probably the first link visitors click on when they browse your Website. In “15 Key Elements all Top Websites Should Have“, Web designer Selene Bowlby points out her own profile page gets more visits than her services or portfolio pages.
Prospects want to know who you are, if you’ve got the right skill set, seem trustworthy and personable and whether they’d like to work with you. You decide what information you wish to promote and share with your visitors and the tone you’d like to set.
Yet an About page usually does not define the profile of prospects you wish to contact you.
In overhauling my Website, one goal was to filter the prospects it pulled in. A Website should be one way independent professionals can pre-qualify leads and save themselves precious time. Getting emails or calls from prospects who find me through my Website is great. Spending time politely responding why copywriting at €10 a page or translating a 10K word document in 48 hours at less than minimum wage are not on my radar takes time away from what is really important.
Design, project examples and client testimonials play a role in showing what your target market is. Publishing your rates, a hotly debated topic, also serves to discourage those who choose service providers on rates alone. I didn’t go down that road because giving an estimate without having detailed project specs doesn’t make sense to me. As a buyer, I’m often flummoxed when a quote comes in way above or below published rates, often expressed as starting at or from $x to $y. Neither reflects well on the seller.
Testing a new approach
If an About page is a push marketing tactic, can another type of About page be a more focused pull marketing one? Wouldn’t it be helpful also for prospects visiting a Website to know if the fit is likely to be promising? And if Web copy should engage the reader (speak with me, not at me), then why not address your target market confidently?
Off I went to dissect my client base. How did we find each other? Who was the first point of contact? Who retained my services and with whom did I work on projects? What do they want to accomplish? What keeps them up at night? What are the common denominators among those clients and projects I enjoy most (and want more of, of course)?
Those are the prospects I want to speak with through my Website. So I said so. In an About you page.
One Twitter follower, marketing translator @NadVega thought it a “great move.”
Sure, it’s risky. But it’s a measured risk. To date, most of my clients come through word of mouth. The site’s job is pull marketing, so I might as well say up front what I would end up saying down the line to inquiries that are outside the scope of my marketing strategy.
Time will tell whether the two About pages get the most visits of all the pages on the site. And whether the About you page proved to be a useful addition to a freelance professional’s core page set.
How do you talk to prospects you want to connect with on your Website?