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Winning "About" Page Formula That I Learned From Derek Halpern

One of the things that quickly became clear to me once I launched my own blog was that about pages matter. My recent research just confirmed my early insights.

However, what wasn’t so clear was how exactly should a winning about page look like? Needless to say I was very happy once I stumbled upon Derek Halpern’s formula for about pages (I say it’s his formula because I’ve read it on Social Triggers, but I think he has mentioned that it’s not his idea and that he found it on CopyBlogger).

I’m not sure how many of you guys read Social Triggers, therefore I decided to share what I learned here.

Winning About Page Formula

This is the simple about page formula that will help you to convert new readers to loyal fans (..and get more e-mail subscribers as well):

1. Headline

There are too many about pages that use headline “About”
- Derek Halpern

Use a headline that describes what’s in it for the readers instead of using the generic “About” headline.

Derek’s headline: “Why Social Triggers Will Help You Get Traffic And Increase Sales”

Pay attention: Derek clearly describes the results his readers can except once they apply tips from his blog (get traffic and increase sales).

2. Show people what’s in it for them.

..remember, nobody cares about you. They want to know what you and your site can do for them.
- Derek Halpern

This is very true when it comes to blogging in general and about pages in particular. You might think that people come to your blog because they want to read more about you. Wrong. They come to your blog because they want to solve their own problems, whether that would mean becoming more productive, getting more Twitter followers or learning to chop carrots faster.

When you understand this, does it make more sense to ramble about yourself on your about page or to explain your readers how you and your blog can help THEM? Exactly.

Derek’s “What’s in it for the readers” paragraph:

If you want to turn web traffic into leads and sales, you’re in the right place.

If you’re not getting any traffic, you’re also in the right place.

Here’s the deal:

You must learn about human psychology to get traffic and sales online.

If you know what makes people “tick,” it’s easier to get their attention and keep it. It’s also easier to get them to take some form of action (like buying or talking).

How do we find out what goes on inside the mind of people?

I’ll break down psychological research and business case studies into simple, actionable steps that can help you improve your online business.

Pay attention:

  1. Derek clearly targets two types of people ( the ones who want to get traffic and the ones who want to turn traffic into sales and leads) .
  2. He explains the unique angle of his blog (applying the principles of human psychology to get traffic and sales online).
  3. He explains how he is going to use that unique angle to get readers the promised results (by breaking down research and case studies into actionable steps).

How can you apply the same “Target – > Explain your angle -> Show how you’ll get them the results they want using that angle” sequence on your About page?

3. Opt-in form

..the reality is, most people create about pages that LOSE them valuable email subscribers, and there’s a simple fix for it. Ask people for emails. Ask them more than once.
- Derek Halpern

About page is one of the most visited pages on most websites, yet most bloggers, even those who are experts in online marketing, don’t add opt-in forms to their about pages. This might not seem like a big deal, but in reality, it costs them hundreds or thousands of potential subscribers in the long run. This doesn’t make any sense, right?

4. Show people social proof

..we determine what is correct by finding out what other people think is correct.
- Robert Cialdini, “Influence”

It’s really simple: when people come to your about page and see some praise for you written by other people, they’ll trust you much more than they would if there would be only your opinion on the page. Put some effort in it and get either testimonials from your readers or quotes from other people in your field. This might not seem very important, but social proof is a very powerful psychological phenomenon, therefore it’s wise to use it to your advantage.

Derek has few quotes from well known people in his field on his about pages, but here’s a quote from someone you might know:

I’m totally loving Social Triggers.
- Chris Brogan

Pay attention: Quotes that are displayed as social proof on Derek’s about page are all from people who are well-known in the online marketing niche. This is very effective, because it’s safe to assume that most people who stumble upon Derek’s blog are reading other online marketing blogs already, therefore they might recognize the names. Any social proof is better than no social proof, but if you’re able to get well-known experts in your niche give you quotes, the positive effect will be way stronger.

5. Opt-in form.

Here’s where you include one more opt-in form.

6. Show people personal story.

This is the part where you finally get to talk about yourself, but don’t get carried away: the point isn’t to ramble on and on about yourself, it’s to use your personal story to show your readers why and how you can help them solve their problems. Only include things that are relevant to that.

Derek’s “personal story” section:

Social Triggers was founded by Derek Halpern in 2010. Derek is an expert marketer and a serial web entrepreneur.

After building several successful websites in various niches (entertainment, fashion, humor, and more) over the last 5 years, he’s refocused on what he loves most: Building and Marketing Businesses.

You’ll find that his approach to marketing is extremely effective. He developed it over the past few years, and it has helped him build a few wildly popular websites, one of which attracted more than 1,000,000 pageviews in a single day.

More specifically, he uses the perfect blend of data driven marketing (conversion rates, academic research, and personal case studies) and content marketing to get traffic, attract customers, and sell products online.

Pay attention: Derek highlights is experience as an entrepreneur an online marketer in the first two paragraphs. This is a very wise move, because it immediately gives him more credibility in the eyes of a reader, especially considering that he’s in a niche where most people who write about online marketing have never actually made money online by blogging about something other than making money online. How could you highlight your experience in order to stand out in your niche?

7. Opt-in form.

Here’s where you add the last opt-in form.

3 Bloggers That You Might Know Who Are Applying This Formula

I’ve used Derek’s about page as an example up until now, but there are quite a few bloggers that you might know who also use this formula.

Here are three of them:

  1. Corbett Barr from Think Traffic.
  2. You can take a look at his About page here.

  3. Onibalusi Bamidele from Young Pre Pro
  4. You can take a look at his About page here.

  5. Gregory Ciotti from Sparring Mind
  6. You can take a look at his About page here

I highly suggest you to go and analyze their about pages. This will help you to understand the principles behind this formula better and give you ideas how to apply it successfully on your own blog.

Don’t be lazy and try this formula yourself!

I know that most people like to read online marketing blogs just for entertainment, but c’mon, it doesn’t matter how much knowledge you will acquire, you won’t get anywhere if you won’t apply it. Don’t just think “cool post” and forget it. Go apply this formula and enjoy the results!

P.S. Here are some articles that you might want to read:

“How to create an amazing blog about page” – Derek Halpern

How To Plug 3 Website “Leaks” That Cost You Valuable Subscribers” – Derek Halpern

“Social Proof” – Wikipedia

About the author: Agota Bialobzeskyte is a writer and online entrepreneur who firmly believes that web designers and web developers all over the world could greatly benefit from learning more about online marketing.

This article was originally written for Foundertips.com, a blog started by Dainis Graveris, founder of 1stWebDesiger.com. But then Foundertips was merged with BloggerJet, so the article is here now. If you want more from Dainis - go check his blog or his course to becoming a successful freelance web designer.

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