Here’s a quick test: what is one of the most popular, yet most often overlooked, pages on your website? Give up?
It’s your “about” or “about us” page, says Cara Crosetti, Los Angeles-based account director and web specialist with Wickware Communications Inc. of Toronto.
A key mistake many advisors make in setting up websites is treating their homepage as an “about” page. If you do, you will miss out on a great opportunity to tell your story to prospective clients.
Knowing the fundamental difference between a homepage and an “about” page will help you get more from your website.
A homepage, Crosetti says, should deliver a message that answers the question: “What’s in it for me?” It should naturally pique your web audience’s curiosity and drive visitors to your “about” page to learn more about you.
Crossetti offers the following suggestions to help you get more from your “about” page:
> Make yourself look inviting
Your “about us” page is — at the risk of sounding repetitive — about you. It is not about closing a sale. It is your opportunity to show — not tell — your prospects how you are qualified to manage their money.
“Make your “about” page personal and warm and tell a real story,” Crosetti says. “An ‘about’ page shouldn’t be a resumé.”
With that in mind, content should be written in a conversational tone and include an up-to-date, professional-looking photograph of you.
> Consider yourself as your own firm
As an individual advisor with your own team, Crosetti says, you should regard yourself as a firm. This approach will help you become more objective in the information you present to your prospects than if you were presenting yourself as one individual advisor within a large firm.
> Use a consistent voice
From the outset, decide whether you would like to write in the first person (I/we) or the third person (he/she/they). Whatever you decide, stick to it throughout the site.
If you choose the first-person voice, Crosetti says, you can still capture the third-person voice by using quotes about you from clients or other members of your team.
> Try something creative
If you see yourself as a free-wheeling personality, the “about” page is an excellent way to try some creative ideas that let your audience get to know you better.
For example, consider including a video of yourself and your team. Or, use a professional photographer to capture a team member’s personality to make a more memorable impression.