The “About” section of your website is more important than you might think. According to a number of professional services marketing studies, prospects are likely to visit and review the “About” page before deciding to contact you. The reason is obvious. They see you as the “product” and they want to learn more about you.

How do you make your website “About” page work harder and generate more enquiries? Try using the “which means…” technique. Here’s an example:

We’re the #1 seller in Woodland TX , which means we know how to find you a great home in that area.

The principle behind the “which means…” technique is to not only highlight your credentials and accomplishments but to also let prospects know how those credentials and accomplishments benefit them. Doing that makes your “About” page more helpful, meaningful, and persuasive.

Action step: Take a look at your current “About” page. Are there areas where you could include a “which means…”? If so, work this phrase into your copy!

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