The about page is usually the hardest page to write on your travel agent website.
Why?
Because it’s really difficult to write about ourselves!
We don’t want to sound too “braggy,” so we undersell our accomplishments… or we don’t know which life moments are most important, so we list them all – and end up with an about page that’s 20 pages long!
But writing your about page doesn’t have to be a herculean task. Here are 5 easy-to-follow tips for writing an about page that resonates with your travel prospects (and at the end, I have something that can help you write the other pages of your website, too):
- You don’t have to write your whole life story: “I took my first plane ride when I was 3 years old …” I’ve read a lot of travel agent about pages that start out this way — that is, starting at the very beginning. But that’s not necessary! Your about page should be a highlight reel, not a dramatic (to you) retelling of your whole life story. Remember, you’re writing for the web, where attention spans are short … which means, generally, your copy should be too.
- Remember that your about page is just as much about your prospect as it is about you: Okay, so you shouldn’t be sharing your whole life story. So how do you know what to share? Think about what parts of your life story will resonate with your ideal prospect. For example, if you’re a family travel specialist, it makes sense to talk about your own children — and maybe highlight what travel has meant to your family.
- Don’t be afraid to get a little vulnerable: Getting vulnerable makes for compelling reading, and it helps create a connection with your readers. One of the most powerful about pages I’ve gotten to work on was for a travel agent who started her travel business after healing from breast cancer. Going through that experience made her prioritize her passions — and she realized that helping others heal through travel was her life’s calling. That’s a powerful story that showcases just how much her business — and her clients — means to her. Readers respond to that.
- Include a PROFESSIONAL headshot: Okay, this isn’t about the copy, but it’s an about page must. Including a professional headshot humanizes you. Think about it: One of the biggest reasons people choose to work with travel agents over online booking engines is the human touch — so show your prospects exactly who they’ll be working with! Plus, investing in professional photography relays that you take your business seriously — and that can go a long way in establishing trust with web visitors who’ve never worked with you before.
- Invite your reader to take an action: Your web visitors landed on your about page and read all the way to the end — clearly, they’re interested in you! Capitalize on that interest by presenting them with a Call-to-Action (CTA). For example, if you send out an e-newsletter, this can be an opportune time to ask your readers to sign up for your e-newsletter list so they can continue to hear from you.
Emily Matras is the owner of Bon Vivant Copy, a copywriting and content marketing studio for travel pros who want to build profitable, sustainable businesses.
