When I come across a lot of websites created by fitness professionals, one of the first things I take a look at, is their about page. This is generally because your about page is one of the most visited pages on your website. This is where people begin to connect with you and your business and so they want to know more about you, and they want to begin to connect with the real you.
Which is great, unless you get this part wrong. There are a lot of mistakes that I see again and again, which are actually pushing people away from you, instead of pulling them towards you.
In this post I want to show you the top 5 mistake most fitness professionals make on their about page and how you can avoid making these mistakes. This will help you to connect with your visitors and increase the chances that you can turn them into leads and ultimately clients.
So first up, there’s always a debate about whether or not you should write in the first person, second person or the third person. To quickly recap first person simply means using “I” and “we” when you refer to yourself and when you refer to yourself with others. Second person is ‘you’ and ‘your’. Whereas third person is using your name or referring to someone as “he, she, or it”. So generally this means that someone else will have written your about page, and they’re simply describing your qualifications.
Traditionally, everyone used to write about pages in third person. They used to look something like this;
Sarah has 5 years experience as a qualified personal trainer and is currently furthering her knowledge by studying an Advanced Diploma of Nutritional Medicine. She has a Certificate III and IV in Fitness and is a Master Trainer, Thump boxing Instructor, Punch Fit Trainer and Senior First Aid Qualified.
Sarah focuses on designing client specific programs and is always committed to helping her clients see the best results. She aims to help people understand and experience the benefits of a living a healthy lifestyle and by making sure they incorporate a balanced diet with exercise.
This is the kind of about page I see again, and again, and again. Now, although it covers her qualifications, and it’s kind of nice, it does nothing to build a connection with her readers and it’s all about Sarah and her clients and not really about the person reading the page.
That’s why I highly recommend you consider writing in the first and second person because it’s much more personal.
The truth is, your about page is actually much more about your reader than it is about you.
Your life story and your qualifications are important to an extent, but the truth is, when someone arrives on your about page, they really want to know three things.
What’s in this for me? Am I in the right place? And can this person help me with my problem?
You don’t want your about page to make people run to the exit by focusing solely on you. You want something that will get them to see the real you and be engaged and want to work with you because they feel like they already know you and they know you can help them.
So, when you’re putting together your about page, think about all of the qualifications and experience you have and discuss why that’s so beneficial to people and why people would want to be a part of that. Talk about the problems that you solve and how you think you can help your reader.
Talk about the things that are of interest to them, and don’t speak in a language they wouldn’t understand. You definitely want to list your qualifications at some point, as these are important as a fitness professional. However, your experience in life and with your clients is what will get people to sign up with you.
So, now we’ve covered that, let’s go over the top 5 Mistakes most fitness professionals make on their about page, and go over how you can avoid making these mistakes.
Mistake Number 1. You don’t even have an about page.
This is a mistake that some people make because they either think about pages are too cliche or they get nervous about what to write. Your about page is one of the most important pages on your site, so don’t forget about it, make sure you have one and make sure you call it your ‘About page. Don’t try to be too clever and give it some strange page name. Show people exactly where they can find out more about you.
Mistake Number 2. I don’t know what you look like
When it comes to having information online people want to be comfortable knowing who you are. They want to be able to put a face to the name and they want to know that you’re a real person. I’ve reviewed people’s marketing before and they didn’t have a photo on their website or their Facebook page of who they were. This is a shocking mistake to make and will significantly impact your ability to connect with people on your website.
Mistake Number 3. The writing is boring
Truth is, you only have a limited amount of time to get people’s attention so it’s important that what you write is actually interesting and won’t put people to sleep. Some people get writers block when they have to sit down and write about themselves so here’s a few tips to help you
Write in your own voice. Get rid of any corporate speak or language that your ideal clients wouldn’t understand. If you can pull it off, don’t be afraid of being a little funny and don’t shy away from showing people your passion. So many fitness professionals are passionate about health and fitness, however, this passion doesn’t come through in their writing and they sound like a disinterested.
Remember this is where people decide whether or not they like you. So put some time into it and make sure it’s interesting. If you need help with writing it, then hire someone to help you.
Mistake Number 4. Thinking your about page is all about you
I’ve spoken about this in detail already, but it’s probably the biggest mistake people make so I want to go over this point in a little more detail. Your about page is the place where you can really connect with someone by sharing your story. You can reveal your personality and the heart behind why you do what you do. It has to be much more than a biography or a long list of qualifications and your biggest achievements. Sure, they can add to your credibility a little bit, but a lot of people in the fitness industry have similar qualifications so this doesn’t help you stand out from your competitors.
So, know who you’re talking to and think about your ideal clients and how you want them to feel when they read your words.
Mistake Number 5. Not making it personal
We all love hearing stories. We’re wired for them. By telling people the story of how you got to where you are, it creates empathy and it builds a real connection with your readers. You get to show the challenges that you had along the way and you can show why it makes you qualified to do what you do. Think about any turning points in your life that lead you to where you are, and what that means to the reader. Tell people how you can help them, give them a sense of what it’s like to work with you and make sure that you show people why they can trust you to help them.
It’s always important to write like you speak and to write as if you’re having a conversation with someone.
Don’t write things like; I help my clients lose weight and get fit. I’m focused on helping motivate them to reach their goals.
This talks about other people. Not about what you can help your reader with.
So instead, think about saying something like this;
If you’ve been struggling with your health and fitness and you’re not quite sure how to take the next step, then I can help you to develop a plan that works for you and your lifestyle. My work focuses on a simple idea. I want to share ideas, research and my experience to help you get the best results, as I have with many of my clients and I want to show you how to take control of your health and happiness.
Can you see how this speaks directly to your audience? You’re using words like ‘you’ and ‘your’ so that it appears as if you’re having a conversation with them. This will work far more effectively than simply information about you written in the third person. That’s the old way of doing things, and it’s time for you to embrace the new ways of doing things if you really want to grow your business.
If you want help with growing your fitness business then come and join me in our members area. You’ll get access to a community loaded with training materials to help you learn everything you need to get results online. When you join our private group you have the opportunity to tell us all about what you’re working on – in a safe place. It’s a place where beginners and experts unite and you’ll gain massive value to help you grow as a fitness professional. Don’t miss the opportunity to join us for a $1 trial…