3 Ways To Craft The Perfect Process Page

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Your Process page is the road map that connects your audience to you. So it's important to make it as easy to navigate as possible.

If your About page is the why you provide a service, your Process page is your how. And part of creating a path from point A to point B for your potential clients is communicating it clearly. 

This is why I've developed some best practices to create a clear path for potential clients visiting your site to contacting you. Here are 3 ways you can craft the perfect Process page.

1. Write directly to your ideal audience

Let's face it, your services are not the best fit for everyone. But here's the twist, that's a good thing. Focusing your services allows you to better connect with potential clients. And the sooner you narrow down your audience, the better. 

First, figure out who you're talking to. Is your ideal client recently engaged? Looking to capture an important life event? Are they more relaxed? Detail-oriented? Younger? Older? "All important considerations as you develop how you will explain your process."

After you list out a few descriptors of your ideal client, write directly to them. Speak to their experience and how you share that with them. When you speak to your intended audience, that's precisely the people you'll draw to your services. Everyone wins.

2. Be clear and concise

Your Process page is a blueprint for your services. This means that you lay out exactly what your client's experience will be like working with you. From start to finish, describe what they should expect from you. Setting up clear expectations is one of the most important things you can do. Not only does this establish clear communication with your intended audience from the start, you'll minimize the need to have the same initial conversation over and over again. 

In your Process page, lay out what your responsibilities are and a step-by-step breakdown of what your client should expect. Each step should be a sentence at most, one expressed with confidence. By being brief, you won't overload your potential client with too much information, and you can save the specifics for the followup phone call. 

Which brings us to...

3. Use clear links to connect

When it comes down to it, the faster you can have one-on-one conversations the likelier you are to establish and maintain a connection with your clients. Embedded within your copy, there should be multiple opportunities for your audience to contact you. Some of your readers might not make it all the way to the bottom of your page, even if they're interested, so make sure to provide them with the opportunity to connect with you ahead of that. An easy way to do this is by embedding buttons within the text after every few paragraphs. Of course, you should still include one final call to action for people to get in touch at the end of your copy.

Speaking of that, feel free to...

5 Ways We Mess Up Our About Pages

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The health and impact of your website relies on your About page.


Because it tells your story and the why behind what you do.  As the Internet gets more and more cluttered with voices and offers every single service you can think of, no one has your story. And it's so important to tell it. This is where it can get really hard. Whether you have a hard time writing about yourself, or you have a novel's worth of ideas to talk about, creating a compelling About page can be a difficult task. I'm here to help. That's why I've created a list of common mistakes that people make with their About pages and ways you can fix them.

1. You don't have an About page

Does the thought of writing about yourself stress you out? Are you worried it will give the wrong impression? I get it, but it's so too important not to have one. Your About page is the most vital page on your website. Ultimately, it's the difference between a visitor to your site and a client. There are thousands of other people provide the same services as you are , but no one does it like you. Here's where you can make this statement. You might be thinking that it's cheesy or cliché to have an About page, but it's so critical. This is where your human connection comes in, and that will always be the bottom line for people. 

2. Your About Me page is only about you

Your About Me page is actually more about the reader. Sounds counter-intuitive, right? It's true. While this is a place where you can let your personality shine, the main points you want to make in your About Me page is talking to the reader and why they should be visiting your site, what problems you solve, how you can help them, and what might interest them. There is definitely a place to talk about yourself, but weave it in relation to ways you can help your readers. 

3. Lack of brevity

When it comes to writing your About pages, keep it short and simple. That doesn't mean it has to be boring and sparse, but pick the pieces that you feel are most relevant to your reader. When writing a statement, write your main point in the first sentence and support it with one to two sentences. What's something in your life that you feel can be relatable to your potential client? Two things that your readers are interested in when visiting your site: themselves and how you can help them. Focus on these elements and you'll be just fine.

4. No photographs

Your About page can be missing a critical element in it: YOU. Copy is one thing, but having a photograph is an essential way of rounding out who you are. I know it can be hard to be in front of a camera, but it's so important to let people know that there's a real human behind the services because it's ultimately you they want to work with. When you don't include a photograph, people are missing out on getting a chance to know you by sight and that brings a different connection altogether. Feel free to get creative with your photo, but make sure you're in it and people can get a clear view of what you look like. 

5. There's too much industry jargon

Each industry has its own language, but that doesn't mean every speaks it fluently. Talking to your industry peers and talking to your potential clients is completely different. Every word you write on your site needs to make sense to everyone and doesn't assume they've already read a handbook in what you do. When you use too many specific industry terms, you lose another point of connection with your client and miss out on a relationship of a common language.

Do any of these resonate with you?

Need some help writing your About page?