The about page is usually the hardest (and scariest!) page to write on your travel agent website.
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!
I know some professional copywriters who’ve actually hired other copywriters to write their about pages. It’s that tough.
So if you’re not really feeling your travel agent about page (or haven’t written yours yet), I feel you.
I have 3 quick tips that should help. Keep these in mind as you rework your own about page — or write it for the very first time!
1. 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.
2. 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.
3. 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.
So don’t be afraid to get vulnerable on your about page, and don’t be afraid to be yourself. Writing and marketing your travel agent website will feel a whole lot more natural when you do!
A strong about page will help you stand out among the sea of booorrrriing travel agent websites. Want more tips on how to write a winning website that gives you a competitive edge? Read more on how to make your travel agency stand out online.