The Myth Behind Your About Page

Did you know that your About Page is really not about you? Do you know what you could be sharing instead?

I went LIVE over on my Facebook page to share three tips on how to craft and build your about page. Do a quick audit to see how you can improve yours!

TRANSCRIPT:

Happy Monday. My kids are back at school, and they returned to school and so I feel like I need to hop right on here and say hi. Hope everyone has had a really, really great summer.

I wanted to talk to you a little bit today about your About Page.

When I land on someone’s homepage, I may look at blog posts. I might go to the services page. I also like to look at the about page. I want to learn about the person that I’m interacting with. Sometimes I’m curious because I’ve seen them on Instagram, and I want to learn a little bit more about them

Whether it’s a dentist, a counselor, a music therapist, an organization, a local restaurant, I tend to go to their about page because I want to learn about the person or the people behind a business and a website and to learn if they’re a good fit, or if they’re a good solution for a problem that I’m going to need solved.

It might be as simple as finding a new restaurant to finding a new dentist or finding a new eye doctor, I have to do that, fairly soon. I need to find a new eye doctor, and I’ll probably head to their about page to find out more about them.

On your music therapy website, your about page is pretty important, because people are going to be learning about you.

But there is a little bit of a myth behind your About Page, and it’s really that it’s NOT about you.

It’s really not.

It’s about your audience and who you are speaking to.

You could list your degrees and your special trainings, but that really doesn’t connect you with your audience. They are there to see if you are the solution to the problem that they’re having.

I want to talk a little bit more in depth in how you can shape your About Page. Here are three tips to help help you craft your about page.

1. Define your audience: Make sure that your audience is really clearly defined in your head. Do you know who you’re speaking to when you are putting together copy on your website? Do you know you’re talking to when you write a blog post or a social media status update?

As an example, if you are working with young children, you’re going to be really talking to the parents, the teachers, the school staff, other therapists, administrators of the schools.

2. Define your audience’s pain points: You also want to think a little bit about your audience, and what they are dealing with in terms of issues and problems (pain points) in everyday life. As a music therapist, you are presenting the solutions to the issues and problems they are experiencing.

Your audience is looking to solve a problem. Your audience is asking “What’s in it for me?”

Marie Forleo says, “The most effective copywriting is in your reader’s mind, not yours.”

Show your audience how music therapy can help alleviate and solve issues that they might encounter in their everyday lives.

3. Cut out the jargon: Music therapists constantly answer the age-old question, “What is music therapy?” We have an elevator speech. We have a standard definition of music therapy that we include on our marketing materials, on our websites, on our social media.

When you are defining music therapy, make the definition very, very simple to understand. A complicated definition is only going to confuse your audience.

You can do that by laying out the benefits of music therapy very clearly. No jargon, simple, easy-to-understand definitions that your audience can understand.

I will be offering a new service to busy music therapy business owners (MTBOs!) and those in private practice.

Your website needs to be in tip-top shape in order to attract new clients, to create new connections with your community, and to bring in more money. I will be running a website review service to help YOU get your website 100% ready. Book your website review here.

What changes have you made to your About Page? Let me know in the comments below!