Whenever I am asked to work 1-1 with a client on their website the topic of the 'About Page' always comes up.
Basically there are two situations. The first is where the trainer has no idea what to put in there, is a little self conscious and not used to speaking about themselves. They feel a little vulnerable putting all that information out there out. Like they're going to be perceived as a ego monster. This is completely normal and we can fix on this (this article will help).
The second is where the trainer is trying so hard to put all of their hard work and commitment into words, they end up listing 20 qualifications and achievements including fitness qualifications, first aid, that weekend course they did, another weekend course they did, the rehab course, the pre-hab course, the boot camp module, the pre/post natal qualification and everything else under the sun.
However, this is not how we do it.
The most ironic thing about an 'about me' page....?
It's not about YOU at all. It's about who you're writing it for.
Your key customer. Your avatar. The person reading it.
You need to relate to them and show in a single page that you can help them solve their problems. Because ultimately everyone just wants a solution to a problem.
So what's working and how can you write a great about page?
Be Human Corporate speak is out.
Showing you're human and speaking in a conversational tone is in.
Make jokes, be relate-able.
Stick away from being 'best in class' or 'world renowned'. That puts you on too much of a pedestal.
Imagine you're writing it for your best friend who you haven't seen in 2 years. Who are you and what is your business all about. Keep it simple and to the point. No-one is sitting there reading 2000 words. 300-400 is a good guide. You can even include some quirky facts about yourself and your history.
Get on Video Get in front of the camera and shoot video. Show your strengths and how you're an easy person to get along with while focused on your clients' goals.
I remember watching a series of Elliott Hulse videos (major YouTube hit with over 1.5million subscribers and also guest on episode 10 of the podcast) where he spoke about the magical effects of video. He mentions how after reaching millions they get a sense of 'knowing him'. When they meet him in person at his strength camps or workout days, he states how they approach him as though the know him. An incredible way to build rapport.
We have the power right now where video is very accessible and cheap to produce. Play to those strengths and set yourself apart.
If you cannot afford a videographer , jump onto eBay, buy a $6 tripod, set it up with excellent lighting (very important) and shoot your videos with a smart phone.
Be Confident You are a good trainer. Don't try and over compensate as stated at the start of this post and list every single qualification you've done. They don't help and the only thing they do is increase your ego.
Instead, be confident of your achievements and help the customer understand that you've been there before and are willing to do what it takes to help them achieve results for their body/lives.
Include Testimonials Just as stated. The about page a great spot to include testimonials for your results (in addition to having them in your main menu too). Both videos and before and after pictures are working well.
Decide if you're a Single entity or a business You'll also need to decide if you're a single entity (about me page) or a business (about us page). If you want to write it as your business and include a range of employee/trainers underneath, that's cool. You're going to keep the same principles of being relate-able, getting your trainers on camera and showing their human attributes. But don't confuse the two. If your entire website is writing about being a business and speaks in the third person, don't make the mistake of writing in the first person on the about page. Consistency is important.
Writing the about page isn't difficult when you know how. The biggest advice I can give, is be human, and write it aimed towards your key client. If you can do that, you're 99% of the other trainers out there.
If you've got an about page you're proud of, shoot me the link below in the comments and I'll check it out.