#1 A decent picture of YOU.

Customers want to know who they are inviting into their home – and nobody likes surprises.

Choose a picture where you are looking directly at the camera, smiling, and looking confident. Having a well-lit picture is important as well.

#2 A short description of what you do and  how you are different from others.

Example:

Epic handyman services offers reliable handyman services to North America and is locally owned and operated by me, Dan Perry.

I put in the extra effort each and every day to ensure that my customers are satisfied with every job I complete.  I pride myself in providing excellent service, reliability, and unmatched craftsmanship.  That’s why they call me Epic Handyman!

#3  Your Story

This is the place to talk about yourself and give the customer some really good insight into who you are and what you’re all about.  Remember, people hire other people because they like them.  Here is your chance to give the customer some of your personality and give them a chance to like you.

In this section it’s usually good to tell the story of how you got started.  Of course, you want to do this by injecting self-promotion such as how many years of experience you have or how you gained the passion for what you do.  You may even mention what you are particularly good at.

You can even talk about previous job experiences that have molded you into the perfect service provider in your niche.

The key here is to open up.  Don’t be afraid to show a little vulnerability which will help your potential client to like you.

Stay away from negative based stories unless you are turning them into a positive story.  If you got fired from a job and that’s you got started.  You can talk about this, but make sure you put a positive spin on it.  The goal here is not for people to feel sorry for you, but to like and trust you.

Lastly, try to make it about them.  Yes, the story is about you, but your main focus of this story is to show how you can benefit them.  Your potential clients want to learn about you, but in the end they are more concerned about what you can do for them.

#4 Why Should They Choose You?

This is arguably the most important part of the About Page as this is where you can highlight the benefits of working with you.

The trick here is to think about WHY people hire for the service you provide.  Is it because they want to spend more time with their family,  show off their homes to their friends, or is it for the piece of mind knowing that their repairs where done the right way and their most valuable investment is safe and sound?

The more you can get inside the mind of your potential customer, the more you can “speak their language.”  Have you ever heard this term?  It’s referring to the incredible amount of influence of simply using the same words and phrases as the person you are speaking to uses.  Do that as much as you can.

DO NOT focus on features.  Features would be like “we are the best handyman service” or “we are very responsive” or “we offer 24 hour service”.  You can mention them, but make sure to mention the BENEFITS of these features and focus on them.  For example.  We offer 24 hour service so you can feel safe (benefit) knowing that help is just a phone call away no matter when you’re toilet starts leaking.”

Try to include benefits to the customer throughout your about page.

#5  Call to Action.

Now that you’ve told your story, explained the benefits of hiring you, and the customer primed and ready to go.  This is where you give them a call to action.

You have to tell them what to do next.  Don’t just assume they are going to go, “Oh, I should call bob right now.”  TELL THEM!

This could be as simple as “Call now for a Free Quote”.  And of course you’re going to want to leave your contact info here as well.

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