Your agency's about page should generate leads.

Turning Your Agency’s About Page Into Lead Gen Gold

Posted on June 18th, 2017 by Chris

Lead Generation Is A Never Ending Process

There is a single question on the mind of every agency executive: “How do I find new clients?” For an agency to survive it must focus on lead generation at all times. If not, work runs out and agencies perish.

The key to lead generation isn’t questioning how your agency finds clients. Instead, you should question how your clients find your agency. Asking for referrals from previous clients will only get you so far. If you’re looking to gain predictable prospects for your company, you need to look beyond what falls in your lap.

Getting The Basics Right

Out-of-the-box approaches to lead generation have served many agencies well. Starting personal blogs detailing the ins and outs of the company, as well as populating your YouTube channel with work-related videos, are good ways of expanding your brand. Repurposing content for different audiences, and guest blogging, will draw new eyes to your agency as well.

But what about inside-the-box approaches? Your website is the foundation of your online presence. Is your landing page as efficient as possible? Is your message clear and concise? Is contacting the agency a single click away? Great! But what about your ‘About’ page?

Your ‘About’ page can be a pointless appendix to your website that details the story behind your agency. Or it can be an unexpected source of lead gen gold. Here’s how you can make sure your ‘About’ page is worth a damn.

Optimizing Your ‘About’ Page

Your ‘About’ page should expand on what your website’s landing page already made clear. Anyone looking for more info on your company will visit the ‘About’ page, so make sure what’s there counts. Many times, the ‘About’ page will simply open with a long story about the company’s name or team. This is ineffective. Even if readers are already on the ‘About’ page (which implies they want to know more), it’s not okay to fling a wall of text at them. Just because they’re reading your story doesn’t mean they’re convinced. So let’s make sure your about page gives them the final nudge in the right direction.

It’s all about the client.

Open your ‘About’ page with a statement that explains what you do and how clients will benefit from your help. Take for example, “We’re the agency that can increase your click through within a week” or something similar. This puts the reader in the right mindset. Follow this statement up with a bullet list of questions the reader might be asking themselves. Showing that you know their struggles and pain points in the industry makes you appear knowledgeable and empathetic. Let them know they’ve come to the right place.

It’s all about you.

Show off your credentials. Once you’ve explained what you do and showcased your understanding of the readers’ issues, it’s time to build trust. Don’t explain your agency’s history in detail yet. Explain your qualifications for starting the company and your experience in the business. Present your past clients and testimonials, if you have any. After this, explain some less attractive alternatives to your service before expanding on what sets you apart. At this point you’ll have their full attention, so be sure to include a call-to-action for opting into your newsletter or to follow your blog.

The full Introduction.

If your readers are still with you at this point (and opted-in through your CTA), it’s time to tell your story. Start with you personally as a founder, and the goals you’ve set up for your agency. Detail the history of the company and the reason for its inception. Be passionate and let the reader know this endeavor means a lot to you. Nobody wants to risk contracting out assignments to somebody’s hobby project. You’re a professional, so act like one.

Signing off.

It’s time to say goodbye. Your message should have a hopeful and optimistic tone. You want them to contact you, not just leave the site entirely. Close out the page with another chance to follow, subscribe or like your company. An effectively constructed ‘About’ page can convince anyone on the fence to give your agency a spin. At the very least, a page of your website that is often (wrongfully) perceived as secondary will now be used to gain valuable contact info when readers opt-in. Keep it clear, keep it simple, keep it you.