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The Most Important Page On Your Website

Today I want to chat with you about the most important page on your website, which might not be the page you think it is.

If you review the analytics on your website you’ll most likely find that one of the most visited pages on your website is your About Page.  It’s the page that almost all of your prospective clients will visit before hiring you. 

I’ve seen a lot of About Pages over the years, and I’m going to be honest: way too often they are not done well. Usually there are lists of credentials, and other boring information, and they often don’t reflect the personality of the people they’re about.

The Most Important Page On Your Website

One of the biggest mistakes that travel agents make when they’re writing their About Pages: they think it’s about them.

Your About Page is not about you. Like everything else in your business, it’s about who you’re serving – your ideal client.

For that reason, your About Page needs to be concise and focused on your reader. When someone is reading your About Page, they are thinking to themselves, usually subconsciously, “what’s in it for me?”  So you need to write from that perspective. 

A great way to share this information in a compelling way is through telling a story. Yes, the story is about you — but through learning your story, your potential clients get the info they’re looking for in an engaging way. Telling a story is light-years better than just making a list of your past accomplishments.

As you share the story of why you became a travel agent, your philosophy, your passion, the types of clients you serve, how you work with your clients, and the experience you create for your clients – continually answer the question (from their point of view) “what’s in it for me?” 

Keep your story focused on your reader. They want to know how your work, your philosophy, and your experience will benefit them.

Telling your story in a relatable, interesting way helps you build a know, like, and trust relationship with your readers and prospective clients.

Consider how your travel business makes life easier, better, brighter, more fun, and more abundant for the people you serve. Think about what you bring, and what you are seeking to bring into the world through the work you do every day. Let that authenticity and enthusiasm come through, and let that be your story and how you share about yourself.

In the Travel Expert Marketing Academy we give you a really easy template for creating the perfect About Page, which works beautifully even if you’re not a great writer. And the template includes all of the essential elements (your story is just one essential element your About Page needs).

If you’re not yet a member of the Academy, come to one of our upcoming FREE live previews! 

Register Now Here

Love & Success,

Heidi and Your Marketing Team

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