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About Page Teardown | January Creative LLC
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Oct 31, 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/ ================== https://www.copyflight.com/ #copywriting #contentmarketing #digitalmarketing Follow me on our other social media platforms: Facebook: https://www.facebook.com/copyflight/ Twitter: https://twitter.com/tejones
View Video Transcript
0:02
hello everyone this is Todd with the
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Covey flight I am here with another
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about page teardown and this one is for
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January creative Amber Lee Turner
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located in natural Texas so I'm going to
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take a look at her about page and see
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what we can learn maybe where I see some
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areas improve it
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remember when I do one of these I
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usually asked one of six questions and
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let me go over those one more time
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before I get started and now drop them
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in the description below of the video
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and on YouTube
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number one what does your headline say
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what I'm looking for is a value
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proposition to do you pinpoint my pain
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as a person reading your web page 3 can
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I find or can I see a future better self
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for is your company credible is there
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social proof gives credibility enhancers
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5 being a story to tell and 6 do you
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call me to action so let's start with
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the headline your your headline is
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pretty generic about January creative
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LLC which is standard a lot of people
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use for their headline so I would like
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to see you know of course it is an about
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page so it's not entirely a bad thing to
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have that if you are able to have a
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unique diet processors from there being
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that you're a designer you're solving
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branding issues you know creating a
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value proposition to put up there as a
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headline as an attention-getter remember
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when someone comes to your page whether
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it's about page or home page you have
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experts in UX like to say five seconds
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to get their attention
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I tend to say three just but just kind
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of to grab the urgency you have anywhere
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from three to five seconds to get the
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attention of your target audience and so
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about you know having a headline there
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that says exactly who you are what you
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do and you do for is a great way for
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somebody to know they should keep
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reading this sub headline is a very good
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summary of who you are and where you are
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and I think it's fine it would
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definitely be a good supplement to a
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good about page headline so I would like
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to see I think that having any value
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prop fleshing that out on your about
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page would be a good thing to have you
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have this little couple paragraphs here
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about working with clients in the past
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decade you give a little bit of
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credibility with that and you you
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reference your bio below we'll get to
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that
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I like this really cool picture of you
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it looks like in a garden it's very
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positive and very sunshiny and so I have
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no issues with that now first of all let
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me before I move on I want to say this
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amber I really like your design it's
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very simple and clean and and it
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definitely showcases that you are a
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designer I'm always amazed if someone
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thinks about using different thoughts or
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headlines I've seen some other people do
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that it's a I think it looks cool now
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the only thing is can I read that in
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three to five seconds mom I comprehend
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that that is what you're saying so I may
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may be more of a preference so but I
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tend to want to see a more simple hand
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font for a headline because someone's
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trying to read it pretty quickly but but
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I do think it's cool and I think it's
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cool that you will do that I don't know
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a font that is I'm not up on the fonts
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very well
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but but at the same time I like your
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logo is simple it just really not much I
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can say about that yeah I think that's
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good it's not really what I'm focusing
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on but I did want to make mention that I
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like how you design your page I think
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it's very good you have a little section
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here just below the the hero area that
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testimonials and you you do the slider
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thing which a lot of people do for
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testimonials and I'm not necessarily
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against sliders I think this is
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something I think is better is when you
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do a two or three column with the
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testimonials that way people can see
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them all at once I will say that this is
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good because it does not automatically
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slide so if I'm reading this
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I'll read it all the way to the end
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without having to worry about it's like
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so that much I do like I don't know how
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many people will know that they should
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click the little button below the nav
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button they may and that would be an
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interesting thing to run as a test if
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you were using user testing to see if
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people understand what what's going on
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here
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so I usually recommend that people use
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at least three testimonials because you
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can do three column layout and put them
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on there without any kind of sliding or
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navigating and moving the page and so I
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usually save your three strongest
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testimonials mostly I would go
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testimonials that talked about
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improvements in business based on what
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you what you had done but for the
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customer
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you have another title here about amber
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Lee Turner I think this is your bio
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section so this is a typical bio in the
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sense that it's kind of chronological my
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recommendations is for some of the
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some of the chronological events you
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actually do bullets and then you build a
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more of a narrative around how your how
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your career has gone up until now at
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least interesting that you started
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basically started your design career
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while you're still in college I don't
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think a lot of students do that that's
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an interesting part of your story that
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you've actually written the book I think
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that's initiative for your story and
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then you have these things that I think
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it makes you human to your reader
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working with NWS Nashville Twitter chat
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coordinator if some of the other things
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you do here I like the this is right
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here you enjoy candle-making hobby as a
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way to relax while also participating in
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roughly dozen craft shows I think that's
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very interesting I'm always I always
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think it's cool when someone talks about
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something they do away from their
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business life which is one of the
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reasons I say I like dirt track racing
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and pro wrestling you know it tells you
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something about me that's not exactly
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copywriting related but I think when I
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talk about doing a story on your page
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I'm talking about I want to see a story
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art to some degree because that's what
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we relate to a beginning a middle and
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then ending mostly with the middle maybe
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overcoming some some some hardship or
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adversity for instance why did you start
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part-time as a freelance employee or
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school is you need money
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was that a necessity that would be
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interesting to me I think as a human so
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but you do have a story to tell I think
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that it could be stuff told a little
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differently and some of
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the highlights of your career if you
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will be put into bullet points but I'm
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sure this was probably written for more
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than one thing and I don't think overall
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there's anything wrong with the bio I
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just I would like to see more of a story
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put in there with the kind of story arc
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so the second question that I ask is do
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you pinpoint my pain that is something I
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do not see I do not see that you are
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talking about because you start off with
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this little brief summary then you have
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testimonials and then you go into your
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bio
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so if I'm a business owner I likely have
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a problem that I've come unusual maybe
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it's I need branding I need better
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design I need there's something some
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reason I'm coming to you and you have
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enough customers that by now you
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probably have a good understanding of
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common denominator or why people are
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coming to you if you could phone in on
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the kind of problems to solve for your
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clients in pinpoint that pinpoint the
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problem and how things look better with
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you solving that problem which is the
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next question
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can I see a future better self imagine a
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brand you're proud of imagine a brand
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that you were thrilled to share with
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your customers imagine a brand that
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makes you look more authentic you know
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something on that line so the pinpoint
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your pain and showing what it's like
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with something better because they use
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your services those two things should be
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added in there in my opinion yeah you do
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a good job with credibility because you
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have these testimonials I like the fact
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that you actually have written the book
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and you do have some you know some other
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experience with the Twitter coordinating
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and so forth are actually National
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Weather Service
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spotter okay I'm sorry I did that wrong
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but one thing I I noticed when looking
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through your bio is right here you have
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written some articles at the next web
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site point and tooks
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I would like to see I think that's as
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seen in top web section with those logos
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linking to your your author page I think
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that would be a further credibility
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cancer instead of kind of it seems kind
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of buried here I mean you got this big
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bio let's pull that out and highlight it
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you know as seen me and work you know
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and that's another credibility answer
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these companies thought you were
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expertise enough to write articles for
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their audience I think that's additional
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credibility cancer that you could work
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with finally do you call the action you
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do right here at the bottom let's get to
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work
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interested work together and that goes
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to your car page your contact me page
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and then you have another one at the
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bottom this goes to the contact page
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what I would consider doing I like to
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see at least two call actions if
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possible one two you can do like you did
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let's get to work contact me one could
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be a email newsletter I send you tips
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about branding every month or whatever
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you do if you have one or you have a
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free downloadable guide so enticing
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people to sign up and then one thing you
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might consider is whatever your primary
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your signature offer I was actually
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browsing through your site and found a
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page where you said this is my signature
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offer that might be the thing you want
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to highlight it as a call to action so
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consider those options as well that way
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you have a couple different kinds of
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call actions possibly three but two at
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least one one to get people on your
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email us
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and want to either do a free
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consultation or one to your signature
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offer those are those are options you
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could consider as well so that's what I
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think about that I think there's so some
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really good meat in your bio but because
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it's all kind of put in two long columns
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is just some of the stuff just seems to
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get buried like for instance the the
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fact that you're written in these
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websites and there's no links to them by
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the way I'm not sure if that's one by
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purpose or not on purpose you're not I
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would consider linking to those so
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people could go a little bit more about
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again I'll pull it out and use it as a
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credibility to answer and not only that
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but you could actually put that below
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here and so you have your testimonials
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up there I don't think you have to move
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that then below the bio section you can
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have like you know as seen here if you
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you know all the different places around
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the web that you have been involved that
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you've been featured either or written a
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blog post those kind of things would be
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helpful and again on the cause of
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actions oh and look at at least one more
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call action try to get someone on your
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email list if you have one if you don't
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consider it that way you have something
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to offer another thing you can do is you
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have your insights page which i think is
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it more of a blog you might put two or
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three of your best articles at the
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bottom with links to kind of get people
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another place to go so those are things
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you can do I think
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but really good design I like it I like
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how you have designed the page the
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layouts minimal it's complementary and
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it's not overwhelming so those things
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are gonna hopefully the suggestions are
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good things that you can take advantage
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of give it questions feel free to being
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more Twitter and
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further about it for the reverie one
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else who's listening to the about page
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tear down I'll put a link to the the
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major of out page article that I have
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which you can also download the about
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page framework for free and it's on that
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page so again this is another episode of
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the about page tear down I'm Todd with
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copy flight and hope you guys have a
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great day
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