You could be forgiven for thinking that the purpose of your about me page is simply to let the reader know more about you so they end up calling your practice, but it’s actually much bigger than that. 

The purpose of your about me page (like every other page on your website) is actually engagement.  

An effective About Me page will engage with the reader depending on where they are in the buying cycle. 

Some of your readers will be looking to make an appointment asap and others will be still be in the research phase and it’s essential we help them with this journey.  

Those in the research phase need to be directed to further content that will help build on the “knowing, liking and trusting” so that they eventually call your practice.

We achieve these goals through multiple calls to action (CTA).

The about me page on my chiropractic practice has numerous CTAS’s: (http://www.portmelbournechiropractic.com/chiropractor-port-melbourne/)

1. I direct them to a video that i recently made (Video is a great way to show personality, build trust, authority and expertise - you can watch a video I made about how to this here) - https://adiomedia.com/5-steps-to-building-authority-in-your-community/
2. I direct them to a video about what to expect on their first visit
3. I invite then to email the office
4. I invite them to call the office

By having multiple options I’m able to engage a larger audience and prevent them from bouncing off my site and onto my competitors. 

For those who are ready to call or email I have the phone number/email details right there so they don’t have to head over to the “contact us” page.

For this still in the investigation phase I direct them towards helpful content that will continue to engage and provide value. 

So there you have it… you now have the ingredients to an effective and engaging “About Me” page.

If you’re having very few people reach out to you after visiting your website then there’s a fair chance that your About Me page is part of the problem.

Next…as with all our posts this information is useless unless you TAKE ACTION.

So get to work.

If you have any questions or would like to share your shiny new About Me page then be sure to leave a link and comment down below.

Until next time, thanks for all you do.

Keep saving lives.

Angus

Surveys continue to show that the number one determining factor for patients choosing a practitioner is personality and your about me page is a great place for you to begin showing some personality. 

Authenticity is the key here so don’t try and be someone your not, but too often our About Me pages position us as un-relatable and without personality.  This was fine in the 1980’s but nowadays consumers are way more savvy and are searching out health practitioners that they can partner with on their health journey. 

Here’s how to fix it.

1. Let the reader get to know you.  Your text needs to accurately reflect who you are as a person as much as it does who you are as a health care provider.  Don’t be afraid to let patients see who you are and DON”T POSITION YOURSELF AS PERFECT.  Perfect is unrealistic, unrelatable and nothing turns of “knowing, liking and trusting” faster than this.  If you spend every weekend madly supporting your local football team then don’t be afraid to share that.   If you're stuck about where to start, one of the best ways to write your about me text is to ask a close friend or loved one to describe you.
2. Don’t be afraid to use story. According to marketing and  “About Me” page expert Neville Medhora (https://kopywritingkourse.com/how-to-write-an-about-us-page/). Your story is THE content that will stay in a reader’s head long after they’ve clicked “exit.  If you felt called to became a chiropractor after witnessing your mothers migraine headaches disappear then be sure to share that. These kind of stories reflect a level of vulnerability and allow the readers to “look behind the curtain” and get to know you  (be sure to check your local regulations first). 
3. Get rid of that boring old headshot and choose a photo that accurately reflects you.  The best photos are not necessarily professionally done, the best photo’s are ones that show personality!  If you’re a passionate golfer then be sure to tell your readers this and even consider having a photo of you on the golf course. At it’s essence, after looking at your photo your reader should be able to say “he/she looks like relatable, likeable and trustworthy.”

You might not be surprised to hear that the most viewed page on your website is your home page but when it comes to getting the phone ringing and new patients making appointments do you know what the most IMPORTANT page is?

It’s your About Me page.

The goal of your About Me page is simple…to have your readers know, like and trust you enough that they either call your practice to make an appointment or they take an action that continues to build the relationship so in the future they make an appointment.

Sadly most health practitioners about me pages are about as interesting as reading the yellow pages.  There’s usually a boring photo and the text doesn’t really tell me anything about you…you know the kind (read this in your best robot voice)….i graduated from here, got this award and really love working with these people…snore, I’m falling asleep just thinking about it. 

Web expert Neil Patel says that every webpage should answer 2 questions (https://blog.hubspot.com/marketing/optimize-important-website-pages)

1. What is the reader looking for?
2. What is your goal for the reader?