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About Page, Teardown Alaina Dorsey - Bud Biz Lady
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Oct 25, 2019
6 Questions I ask for an About Page Teardown: What does your headline say? value prop Do you pinpoint my pain? Can I see a future better self? Is your company credible? social proof, etc Do you have a story to tell? Do you call me to action? How to use your About page as a secret weapon to boost credibility and drive leads https://copyflight.com/about-page-secret-weapon/
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hey everyone this is taught from copy
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flight and I am back with another about
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page tear gown and today we are looking
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at Alena Dorsey who is a copywriter and
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content writer in the cannabis industry
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and we're going to take a look at our
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about page and see what we can learn and
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as there see if there's something that
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maybe we can improve a little bit on
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first of all Elena just talking to you
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directly I like your bow page there's
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there's a lot of things I like to do and
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I'll get to that we're talking about
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some things I think that you could maybe
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improve on
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but Elena does a lot of the things that
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I talked about in the about page
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framework the kinds of things you need
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to do so let's get to it first of all
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you have this great big question at the
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very top and I like it because it's an
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attention grabbing type of thing and so
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it and you immediately speak to your
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industry so and even grab at a pain
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point which I wish you would go into
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just a little bit more when you talk
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about getting a Google Ad how that can
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basically doesn't work out too well
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sometimes and that's the problem with
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online advertising in general not
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exactly very welcoming to the canvas
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industry whether it's Google or Facebook
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so you touch on a pain point there that
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I wish you would take and and do a
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little bit more with and and agitated
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just a little bit so but I like what
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you're trying to say
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content marketing allows us to grow your
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target audience by providing the free
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trustworthy information it does increase
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your brand Authority and strengthens
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your relationship with prospects though
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those are very essential parts of what
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you are doing for people in that
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industry but what I would like to see
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even above this question that you have
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this attention-grabbing question and
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answer is a unique value proposition I
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do things essential but does it have to
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be much just enough
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I said it's a one-liner that basically
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summarizes who you are what you do and
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you who you do it for and put that at
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the top there so that is crystal clear
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who you are what you do so if I'm an
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owner of a business in the cannabis
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industry and I see your I look at your
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about page or I look at your home page
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and I see that one-liner that benefit
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driven one-liner that is a summary of
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your unique value proposition I know
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that I am at the right website talking
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listening reading about the right person
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to handle what I need so I would love to
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see you do that at the top not not to
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get rid of what you already have but to
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actually add this at the top we want to
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make sure that they keep on reading they
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want to know as soon as they read it and
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I'm pretty sure they already do but when
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as soon as they read your about page
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they they want to know that that they
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are the intended audience so make that
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crystal clear at the top that would be
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my suggestion I already alluded to the
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pin point my pain the question I asked
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you pinpoint my pain as a reader I would
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like to see you do that a little bit
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more the real classic pas formula for
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copywriting problem agitate solution I
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would love to see you take that problem
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twist the knife a little bit agitate so
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they go yeah yeah this is the problem
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and then present yourself as a solution
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that is a fantastic formula to use in
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that place and I think that is something
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you do I'd also like to see you do after
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all the imagined statements it's not
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necessarily about imagining but it's
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about getting the owner to see the
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success that they have with you and you
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kind of do that with this sentence here
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but I would like to see you poke at that
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just a little bit more you know imagine
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you know not worrying about the fact
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your ads are not through because you
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have a consistent flow of content coming
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in because I love to do that kind of
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thing so that's that's something I'd
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like to see as well so I'm gonna get to
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the last two in just
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mullet the the question do you have a
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story to tell and this is where your
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site your about page excels in my
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opinion you you talk about navigating
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the cannabis industry and then you talk
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about the fact that you have a story
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that intersects and I think that is
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going to be a very helpful for anyone
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who's looking to our content writer in
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that history so I think that's a very
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good probably the the highlight of this
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page in my opinion the fact that you you
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tell your story a little bit about you
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know how you use how you use cannabis to
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help with your own health and the last
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two questions I want to ask is your
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company credible is there social proof
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and this is something that I would love
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to see on this page and oh by the way
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also I like this I am I'm also I hope
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human this is more of an opportunity to
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tell about who you are that you like art
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that you have a dog did you have a
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friends I think this is an incredible
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section as well
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it definitely shows the human it is
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further further tells your story as a
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human being I think this is a fantastic
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section as well but I would like to see
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you add some a couple testimonials from
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people who hired you or if you have some
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kind of certification or something just
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credible their credibility enhancers
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that's what's a hanneke calls them and I
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believe in them and I think they're
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important even on the about page you may
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have testimonial section somewhere which
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is fine on the site but I would find a
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couple of the most glowing ones and put
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it on here or like I said if you have
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some kind of certification for
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copywriting content writing whatever I
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think that would be an excellent thing
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prettier as well so the last question
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that I asked in the four questions and
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I'll go over them again in just a minute
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is do you have a call to action you do
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you have right here
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higher can Alina I guess it's short for
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Elena but anyway you have your big green
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higher
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you button or let's chat and I think
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that's excellent fantastic there's a
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couple of other things I would add to
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that is one is find a way to get people
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an email list if you have an email list
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if they give a free need to download or
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something like that you use be a great
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place to put that if not just put a say
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hey I send out updates every week or
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every two weeks whatever you do and drop
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a form at the bottom of the page to get
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people to sign up once they have fell in
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love with you and saw how great you are
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who you are they will they some of them
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will actually sign up for your email
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list maybe they want to use you but the
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time he's not right so they may sign up
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just to keep you top of mind so I'll
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take advantage of that and the other
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thing I would do is I don't know if you
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have a particular product or service
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it's late tomorrow numero uno number one
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the top product or service you have I
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would include that here as well just
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another option right maybe you have a
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Content package five posts for X amount
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of money or whatever I would include
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that on here so that would give you two
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to three call to actions I don't think
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you're overdoing it with that you might
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make it just to code actions but those
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were those are the two things I would
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recommend for your call to actions all
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in all I think you have a really good
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page so let me just go over the four
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questions we usually ask them about they
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stare down one more time the first one
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is what does your headline say again
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we're looking for a value prop a value
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proposition when we looked at your
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headline do you pinpoint my pain as a
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customer I think you did that very well
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can I see a future better self this is
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where the imagination imagine a better
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future comes in handy if you can find a
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way even in just a sentence or two do
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that I think that would be at an added
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bonus is your company Credle credible
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is there some kind of social proof or
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certificate certification do you have a
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story to tell and do you call me to
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action so those are the four questions
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we ask when we do the about page when I
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do the about page tear down like I said
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I think you you get a lot of those out
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of the ballpark just added the things
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that I think you could improve on I
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think you've got incredible niche one
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that's only going to grow and I don't
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know too many people in the field that
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are writers for that so in my mind
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you're probably to go to writer for that
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industry
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so anyway Elena that is the about page
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tear down for your about page you have
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any questions that's freaky me on
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Twitter or drop me a line at Todd at
9:45
copy flight calm and be back with
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another one here shortly so stay tuned
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to the about page tear downs
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