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In this podcast episode, I catch up with Elise Hodge to talk about ‘About Me’ pages. Elise is a copywriting wiz and has a Christian blog called She is Light, but also teaches copywriting to creative entrepreneurs. She helps creative women craft compelling copy that will convert prospective leads into paying clients. During my interview with Elise, we unpack more of her journey as an entrepreneur and we look at 7 amazing points on how to craft a compelling ‘About Me’ page on your website. The episode is packed full of amazing tips for you and you can read more about them below.
Aside from being a wife and the mum of a little fur baby, Elise currently runs and owns two businesses. Her main business is a copywriting business which is mostly online at elisehodge.com.au. Her other business is She is Light, which can be found at sheislight.com. She is Light is a whole plethora of faith-based resources to help women find everyday purpose in their faith.
Elise has been on quite the journey starting her two business where she now has 40k following one on Instagram and 9k following the other. She started up She is Light back in 2015 while she was studying journalism with a major of business and economics. At that time, Elise created it out of a need for community. She wanted a way to bring women of faith together. Using Instagram as her platform, she began creating content about what was going on in her life, what God was teaching her, and just everyday encouragement. The idea for naming the business, ‘She is light’ came to her while she was at a youth conference in 2015. At the opening of the event, Matthew 5:14-16 came on the screen in The Message translation. It read,
“Here’s another way to put it: You’re here to be light, bringing out the God-colours in the world. God is not a secret to be kept. We’re going public with this, as public as a city on a hill. If I make you light-bearers, you don’t think I’m going to hide you under a bucket, do you? I’m putting you on a light stand. Now that I’ve put you there on a hilltop, on a light stand—shine! Keep open house; be generous with your lives. By opening up to others, you’ll prompt people to open up with God, this generous Father in heaven.”
Elise wanted this business to be a place where purpose could be found, a place where people knew that they were here to be light, that they’re here for something more and that God has called them to a purpose.
It was from She is Light where Elise came up with the idea for her copywriting business. She had been sharing a lot about herself and her faith online, and it was during this time while connecting with other women in businesses online that she realised that many people struggle to clearly write and explain what they did. She saw that they were struggling to do basic things like write emails, write their website copy or even blog posts. Since studying journalism, working in PR and as a media adviser, Elise had learnt some very good skills to help people with this problem. Having the skills and being passionate about it inspired her to be brave and start up her copywriting business.
About Me Page, a Mini Tutorial
We have already used the term “copy writing” a number of times and will still use it many more. So I thought I might quickly clarify what we mean before we go any further. When I first heard this term, I thought people were referring to copying another person’s work. But I have since learnt that copy writing is actually any words or writing you use to persuade people or compel them to use your business. Copy writing is what makes up an ‘About Me’ page.
A question I am commonly asked is “What should I write on my ‘About Me’ page?”, so I am really excited to have had the opportunity to get some tips from Elise on this as she is an expert! Elise shared 7 tips to writing a good ‘About Me’ page and I want to share what she told me below.
Tip 1: Your about me page is not about you
It is a common mistake that even Elise has made herself before that an ‘About me’ page is about yourself. People easily start listing off their University degree, things about their family life and their jobs. All of which are interesting facts for when you’re getting to know someone, but they don’t serve any purpose to your ideal client. Elise explains that a good ‘About Me’ page flips this idea on its head and ensures that the copy is crafted in a way that speaks directly to the person you are wanting to serve. The ‘About Me’ page is where customers go when they want to connect with you and see if you are the right business to get the service they are looking for.
Tip 2: Introduce yourself
Elise teaches that you want to introduce yourself in a way that is a bit fun and will capture your audience’s attention. On Elise’s ‘About Me’ page, she tells people her name, who she helps, what she helps them with and then shows people they can trust her by inserting just a few things that make her personality shine and show people what she is interested in. This part can be done in either first or third person, although Elise thinks it is important to use first person if your business is under your own name, for example, like mine, Emma Lemke.
Tip 3: Identify your customers problem
It is important to identify your client’s problem by asking a question or making a statement that speaks to their struggles. For example, Elise uses the question “Struggling to make money in your business?” on her ‘About Me’ page.
Tip 4: Expand on and agitate the problem
For Elise, this step was simple. She is her own ideal client so was easily able to pinpoint the problems and struggles her clients might face. However, if it isn’t quite as simple for you, you can easily use social media to ask questions and send out surveys to find exactly what it is that your clients struggle with. To be able to help your clients with their problems, you need to know exactly what their problems are.
Once you know the pain points of your clients, you can pepper them out by making statements such as “You look at your website design and feel embarrassed. It’s a mess and the colours don’t match. You’ve spent days or even weeks trying to fix it but always come up short.”. On your ‘About Me’ page, it is a matter of identifying their struggles, and if done right, it can be as easy as taking customers words from your research.
Tip 5: Insert yourself as the solution to the problem
Once you have identified the problem your clients commonly face and have agitated it, it is important to insert yourself as the solution to their problem. This can be done with a simple statement such as “That’s where I come in” or, “I am here to help with your problem”. After taking them through the problem, you want to provide them with a sense of relief to show you also have a solution to the problem.
Tip 6: Tell your story
You want to share your hero or transformational story. This is not the place to list your degree and qualifications, but sharing your story inserts you as an expert by making you seem more relatable to the person you’re going to serve. It could be something that you realised, your story about what you have overcome or, a problem you found in your industry where you have now filled the gap. For Elise, her story is that she was working in PR before discovering people have a need and struggle with copywriting. And now since discovering this, she has a business to help people with this problem.
Tip 7: Include a call to action
This tip is the most important one. After you go to all the hard work of making the perfect ‘About Me’ page, you need to direct the customer where to go or what to do next. If they do not know where to go after reading your page, they are likely to just leave your page. Your call to action could be as simple as asking them to sign up to your email list, directing them to check out your services, to make an enquiry or book an appointment.
By using each of Elise’s 7 tips, you can have a compelling ‘About Me’ page that will capture your audience’s attention.
Make it Happen
I asked Elise what one thing was that everyone should go away and do after reading or listening to this episode. Her response was to go and survey your audience. The most important thing to help ensure you have effective copy writing on your website, is being able to speak to your audience. It’s the number 1 most important thing. You need to speak in their language and speak to their struggles. Elise gave the additional tip for when you do research to use a word doc or excel spread sheet as a place where you can copy and paste client’s responses to struggles they face. It makes it really easy to go and refer back to and ensure you’re speaking to their pain points.
How to Connect with Elise
Elise’s favourite place to hang out is on Instagram at @elise_hodge. You can also connect with her through her website www.elisehodge.com.au. I will also leave a link here that takes you directly to her ‘About Me’ page so you can check it out yourself and use it as an awesome example.
In my next episode, I am introducing a really exciting new segment to my podcast called `Biblical Business’. Occasionally I’m going to pop in here with some tips straight from the Bible on how to live your best life and run the most effective business. Although you may think that these episodes are geared toward Christian business owners, they’re not. They are geared to everyone listening. The episodes will be practical and heartfelt and no matter your worldview, I think you’ll find these episodes extremely helpful. Next week, I’m going to be talking about rest and creating a rhythm of rest in your life. The Bible has a lot to say about this and I can’t wait to delve into it with you, so I look forward to seeing you there in the next episode!
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