I recently did some research on the Net. I looked at over 300 salon and spa websites. Wow! What an eye opener!

Most of them had lots of glitz, music, and beautiful pictures, but lacked any real solid information about their business or how they benefitted their clients.


Nothing! No information, but an invitation to sign up for their newsletter. Why would I want to do that?

Or this:


If I’ve said it once, I’ve said it a thousand times, NEVER, ever use reverse type (white) against a black background.You simply can’t read it! Obviously, this salon doesn’t subscribe to my posts, but should.

I found reverse type to be a running theme with the majority of salon sites, but not with spas. Not sure why. I do know that it’s extremely hard to read, and this screenshot is 469 x 196!

Both of these businesses have greatly missed the money-making mark in three ways:

  • No information
  • Incomplete information
  • Hard to read information (for the latter site)

So, let’s set the record straight. Your About page should have the same function as your other web pages: Promote your services through connection with your prospect.

Nobody does this better than Derek Halpern. Nobody. He owns and runs Social Triggers. If you aren’t a subscriber of his, you should be. Do it now.

Derek doesn’t waste any time answering readers’ Silent But Ever Present Question: “WHAT’S IN IT FOR ME?”

His About page enters the conversation already going on in the prospect’s head and demonstrates how Social Triggers answers those questions. Derek begins to build a foundation of trust through questions, testimonials, and demonstrating his experience.

Then he instructs them to join up on his email list. And he does this three times on the page.

Yes, in three different sections, Derek invites his readers to get updates from him. It’s a natural progression that builds trust with each paragraph.

See for yourself. Did it feel pushy to you or more like an invitation?

Now take a look at your About page. Are you using it to build connection and get the prospect on your list? If not, re-do it.

The About page is one of the most visited pages on your site. Make good use of it!  Don’t hesitate to use Derek’s page as a model for your own, either.

I did.

Keep Pushing The Envelope,


Here’s a partial screen shot of Derek’s About page. Click on it and it will take you to his site.




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