Up next in 10
6 questions we ask for the 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?
How to use your About page as a secret weapon to boost credibility and drive leads
https://copyflight.com/about-page-secret-weapon/
Do you call me to action?
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hey everyone this is Todd with copy
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flight coming back to do another about
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page teardown did one for someone
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recently and they said it wasn't as bad
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as it sounded so hopefully these about
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pages tear downs are really more of an
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opportunity helping you improve your
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about page whether you're listening and
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evaluating your own about page or if you
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are the intended target of this
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particular one this one is for the team
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at iconic iconic WP they do plugins and
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other WordPress products and I got the
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question James Kemp on Twitter so before
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I get started on that let me go over the
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six questions I asked to see that I used
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evaluate the about page the first
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question is what does your headline say
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in that case I'm looking for something
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that contains a value proposition second
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one is do you can point my pain is there
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do you target the pain point of the
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customer as they're reading the about
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page number three is can I see a future
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better self when I read your about page
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do I see what it is you're planning on
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doing the the solution if you will to
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the problem number three is your company
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credible as their social proof or
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testimonials that give credibility to
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your your company and number five do you
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have a story to tell you just give a
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story there you have something it tells
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about you that maybe tell us a little
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bit more about who you are the company
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all companies are made up of humans is
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there an illness humanity there and the
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last one is that you call me to action
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so with that in mind let's go ahead and
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take a look at the iconic about page
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first thing you see on the about page is
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basically a grid of who the team members
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are the iconic teams you see James and
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and the rest of the team there and a
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little bit of a bio bottom and social
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media profile links or website if they
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have one of those so that's a that's a
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needle I always like when you have a
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team or in a website I'm not against
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doing this in fact if you can do it the
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small enough I don't have a problem with
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it at all if it's a good deal the other
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thing you can do if you have a lot of
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members of team is simply a link to
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another page that shows the bios of your
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team members but nevertheless is a good
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your team is a little bit on the small
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side so you can actually put them all in
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there and it is something that actually
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humanizes you so I think that's a good
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part of that it maybe not
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each there's a little micro stories with
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each one and so there is a little bit of
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a story being told about your company
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which each of these BIOS the next thing
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you see down below is a couple of
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testimonials so here on your about page
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iconic you have credibility enhancers
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there's some credibility here so you
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have a quote from Chris lemma from
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liquid web and Rodolfo Maloney from
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business Bloomberg comm so you have a
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couple people there that offer their
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testimonial and and praise for you as a
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company the other thing you have is a
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number of logos here and the only thing
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I can think about is that these are
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places where there are articles that
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have been written about you so what I
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would suggest in that case is maybe have
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a little headline says as seen on earth
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they wrote about us or something like
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that just to give the the the user the
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person reading website or the page a
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clue what this is about and then link
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each logo to the article that's written
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about you I'm assuming that's what it is
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it's a nice leader nice lease all these
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people
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here all these companies are top-notch
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in the WordPress community so if you had
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articles at these places that certainly
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it's a it's a credibility answer I just
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I'm not aware exactly of what it is
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you're trying to communicate here so if
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again like I said if it's a if it's a
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series of articles then I'll link to
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them and have a little header above that
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says you know these people wrote about
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us or something that nature so but in
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this case your website is fairly your
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about page is fairly short there's
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really a couple of sections and that's
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about it so let's take a look at the
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questions that we normally ask and see
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how the page stacks up first
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what is your headline say the only
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headline you have really is the iconic
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team and that really is more of a
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headline for this particular section we
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again I'm a fan of using headline based
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on unique value proposition for all
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pages on your site and that is something
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I would love to see here something a
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good headline that innate if it tells
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your unique value promises proposition
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about your company so that would be
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something I would love to see second do
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you have a pain point or do you pinpoint
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my pain if I'm a customer what am i
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doing what what am I looking for what
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kind of pain do I have as a customer do
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I need a who commerce plug in one that's
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better at doing something or what is it
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that I am coming to your site for so I
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think that's the important thing is
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reinforcing what it is you do on the
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about page with the about page even
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though you can talk about yourself on
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the about page I don't recommend doing
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it as much as you talk about the
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customer I'll say about two-thirds talk
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about the customer about one-third talk
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about you or your team and in this case
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I would love to see you talk about what
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it is that you're trying to solve for
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your customer I'm just kind of
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reinforcing that message that you are
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the
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Premium WooCommerce plug-in company or
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something of that nature
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the next question is cannot see a future
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better self what I'm looking for is are
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you providing an answer the solution to
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that problem can you help your customer
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see what it looks like to wake up in the
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morning and not have this problem
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because they're using your product that
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is something I would want to see looking
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for my looking at a future better self
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so now your company has the credibility
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and the social proof so I'm not gonna go
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over that again other than to say what I
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said earlier just try to clarify this
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section down here with the logos and
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link to the respective articles other
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than that you've done a good job get
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powerhouse influencers in the WordPress
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community doing a testimonial that's
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pretty hard to beat at that point do you
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have a story to tell again this is all
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about making you humanize so you have
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micro stories and each one of these BIOS
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which I do like I would like to see
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something that tells a story about who
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you are whether it is something your
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company's passionate about some people
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are passionate about things like the
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environment or animals or inclusivity or
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whatever those values tell a story about
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who you are I do like chronology as well
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even if it's just a paragraph or a
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couple sentences we started in 2018
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whenever we decided that whatever you
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know that kind of thing so that there
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are four things I recommend has elements
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of sharing your story
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one is the chronology of the history of
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your company two are the values that you
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share in the company as an owner
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three is the passion that you asked and
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you're passionate about loot comics
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plugins you're passionate about each
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commerce sites and helping them do
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better or whatever and last is water
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what are the skills you possess and
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which you kind of do with the micro with
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the little BIOS we talked about you know
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one one person is an expert in house
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WordPress expert with a passion for
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solving problems business problems of
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the technology jeana's in-house content
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creators social media manager passionate
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about working with creative
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entrepreneurs the copywriting
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storytelling content creation and design
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so these are a little micro these little
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BIOS are kind of a micro story and they
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also kind of talked about yours the
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skills that each team member has so I
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think that's excellent and it really
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goes right in line with telling your
9:42
story again I think you could benefit
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from telling something about how your
9:48
stuff company began or a challenge you
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overcome most likely your main product
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started because you couldn't find
9:58
something else like that happens a lot
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of developers so they start a product
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because they wanted something like that
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and it didn't exist so they build it so
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that is something you could add the last
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question is do you call me an action and
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on this page you really don't you don't
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call anybody to action it's a great
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place to get someone to sign up for your
10:23
email to contact you about support in
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this case or whatever your main product
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your best product is to send people to
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that plugin so those are things I would
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look at for your about page again I do
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like what you do have I just think it's
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a little short you can add some stuff to
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make it a lot better and really you know
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you the about pages depending on
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companies can be either your number one
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or number two most important page and I
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don't think it's something that should
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take lightly so I think you can add
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these things
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to the about page it will help as you go
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forward so anyway that's the breakdown
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on this particular page as always you
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have any questions feel free to pee me
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you can ping me on Twitter or you drop
11:20
me a line at Todd at copy flight dr. Tom
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and I will be getting this up shortly
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for the team at that time and appreciate
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you guys listening
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stay tuned does we have some more coming
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up soon so anyway I will talk to you
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guys later
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have a good day
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