In Episode #486, Eric and Neil discuss how to create the perfect “About” page. Tune in to learn how to have an About page that resonates with people through storytelling, connecting emotionally, and giving readers next steps to follow.
Time-stamped show notes:
- [00:28] – Today’s topic: How to Create the Perfect About Page
- [00:35] – The Single Grain About page describes our process, who we have contributed to, and our core values.
- [01:12] – Neil’s About page is a story. Storytelling is one of the most powerful forms of marketing.
- [01:21] – Create a story with an emotional punch and you are more likely to convert those people into customers.
- [01:44] – Also give next steps about what people should do after reading your story.
- [02:30] – The story needs to resonate with people.
- [02:49] – Neil’s About page used to have an image of Neil and things he liked, such as tacos.
- [03:16] – Think about how to connect and resonate with people.
- [03:25] – We speak at conferences to connect with people and find their story.
- [03:35] – That’s it for today!
- [03:37] – Marketing School is giving away a 90-day FREE trial to Crazy Egg which is a visual analytics tool. Go to SingleGrain.com/giveaway to get your FREE copy.
- [03:49] – You can also learn how to win a one-year subscription to Crazy Egg.
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Full Transcript of The Episode
Eric Siu: Welcome to another episode of Marketing School. I'm Eric Siu.
Neil Patel: And I'm Neil Patel.
Eric Siu: Today, we're going to talk about how to create the perfect About page. I'll speak to the Single Grain About page first. It's very simple. It describes our process, who our clients are, and also, basically, where else we've contributed to, all the other stuff that we've done. Right? But, also, we'd like to talk about what our core values are, who we are as a company, and that way it, basically, gives people an all encompassing view of is this somebody that I'd like to work with? Right? Is this a personality that I'd get along with?
That's what you need to think about. Right? If you think about Neil's page, and I'll let Neil talk about it, in a second. That conveys exactly what, I think, Neil wants to convey. When I look at it, it gives me a good experience and I think that's what Neil's trying to delivery. So Neil, what happens with your About page?
Neil Patel: It's a story. I believe story telling is one of the most powerful forms of marketing. It goes back thousands and thousands of years. If you can create a story that has an emotional punch that can relate to people, and they can connect with, you're much more likely to convert those people into customers. Eric here is dying. He's coughing.
Eric Siu: Sorry.
Neil Patel: Get it out of your system.
Eric Siu: Choked on water. That works out.
Neil Patel: As long as you're alive.
Eric Siu: I'm here.
Neil Patel: But going back to with your About page, as long as you tell a story that conveys emotion, people can relate to it. Then it gives them next steps on what they should do after they read your story, such as, check out your product, check out your services, why you're in business, where they can go to buy. Right? You'll do quite well. If your story doesn't give the next steps, doesn't have the story telling, doesn't connect with them emotionally, it's just going to be another dead page that you don't need on your site.
Eric Siu: I think it's really important. I mean, we've had people talk about ... Well, I guess, let me just think back to our About page. When it really looks stiff and it's just about the corporation, and it's really like, this is what we do, and that's basically it, and it's a lot of jargon. That doesn't really resonate with people. Right? It has to be something that ... When I think about Single Grain, you think about the roots behind it. Then, also, when I took over there's a whole story behind that. Right? Also, the other stuff that I do. It's worthy to bring it out. If you're doing all this other stuff, why aren't you promoting it? Right?
When I look at Neil's About page, I mean, it's not just a story, it's also got really funny images on it. It's a freaking infographic. Is it the same infographic where you have tacos?
Neil Patel: I think so, yeah.
Eric Siu: Quick Sprout, so if you got to quicksprout.com, you look at Neil's About page, he actually has t-shirt. He's like a basic person. Right? I'm not calling you basic, but you look like it.
Neil Patel: No, no, no.
Eric Siu: Then also the other stuff.
Neil Patel: I think it's removed. I used to have it, but, yeah, I used to have an image of me and it used to have like, I like Taco Bell, and all the things I like. But, yeah, I don't have that anymore.
Eric Siu: What happened?
Neil Patel: I deleted it because it had a picture of me with hair, now I don't have hair.
Eric Siu: Oh, see.
Neil Patel: You've got to update it.
Eric Siu: You've got to update it. You've got to update your content, but, I mean, just think about it. That's probably the key thing. Think about how you can have something that resonates with people. People connect with people. The reason ... Neil and I talked about it already. The reason why we do conferences and things like that, the reason why we speak at places, is because we get to connect with people. There's always a story when you get to meet people, as well.
Neil Patel: Yeah. That's pretty much it from end.
Eric Siu: Great. With that being said, that's it for today. We're giving away a 90-day free trial to Crazy Egg. All you need to do is go to singlegrain.com/giveaway to learn more. That's for each and everyone of you. If you want to get one year, again, just go there and you can learn more about how you can actually get one year. So see you tomorrow.
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