One website page causes travel agents more anxiety than any other. Many of us sit, staring at that blinking cursor, at a loss for what to write.
It's not a sales page.
It's not a destination page.
It's the About page.
We can talk all day about why we love travel, why you should love travel, our favorite destinations, and the resorts that delight our clients.
But that elusive travel agent bio? Most of us freeze up when it comes to that page on our website.
So let's change that. Let's make writing our about pages as easy as talking to a friend.
What is an "About" page?
Your "About" page is more than a digital business card or an autobiography squeezed into a page. It needs to contain your travel agent bio, but it's also more than that.
Think of it as the pilot's announcement telling an airline passenger who's flying the plane.
As someone who used to hate flying (I know, right? And I work in travel!), there have been times that I've felt anxious, but the pilot has one of those voices that reassures me, even if I can't really say why.
That's what a well-crafted "About" page does. It tells your website visitors that they're in capable hands.
With the right words, it can be a page that pulses with personality and whispers about distant wonders while showcasing the fantastic travel advisor you are.
Unfortunately, many travel agent bios are about as thrilling as reading the safety card on a plane. They do nothing for your travel agent marketing efforts. They may even turn off the potential clients you're hoping to attract!
Why an authentic "About" page matters
The travel industry thrives on trust. That means your "About" page does more than just let people know you exist. It should also build connections that span locations and time zones.
An authentic travel agent bio and well-crafted "About" page can take a potential client from window-shopper to paying customer.
It helps them feel connected, confident in your ability to serve their needs, and excited to work with you.
So, how do you create this masterpiece of a website page that does all this heavy lifting? It's actually quite simple.
Components of an authentic "About" page
A hard-sell "About" page is about as much fun to read as an appliance user's manual. But a well-crafted page is a delight. It can be fun, witty, and unexpected while still communicating that you're the travel agent your ideal client is looking for.
Here are a few things your "About" page can include:
Your travel agent bio and stories
Share those personal stories. That childhood memory that sparked your love for the world. What are the things that help make you relatable to the type of client you want to work with?
Did an amazing travel experience shape you in an unexpected way? Or did a lousy experience planning a trip, or someone else's bad experience, make you decide to become a travel advisor? How did those things change how you look at the work you do?
Why you love what you do
Let the joy you feel for what you do seep into your written words. Show someone that arranging travel doesn't feel like work to you - it's something you love.
Steps for building an authentic "About" page
Step 1: Your travel agent bio is about you, but needs to speak to your client
Your "About" page needs to be centered around what your client needs and wants to know.
What about you makes you a good fit for their needs?
What stories can you share to help them feel reassured that you understand them?
What questions do they have about you or your services that you can quickly answer as part of the page?
The more you keep your customer's needs in mind as you write your "About" page, the better it will serve them.
Step 2: Decide on the structure for your page
An "About" page doesn't have to have a bunch of paragraphs. In fact, it shouldn't.
Paragraphs can be exhausting in our TikTok, Instagram, and Twitter-focused soundbite world. Your text should be skimmable and easy to read because, let's face it, most people aren't reading every word of anything.
You can choose from several structures, including the basic, the FAQ, and the "10 things I hate about you" (shoutout to the '90s teens!). There's even a combo platter option for those of us who can't decide on just one!
The Basic Bio
You want to answer the basic questions a potential client has. Who you are, what you do, where you do it, and why you do it. Make each of those a section heading, like "Who I work with" and "Why I plan cruises."
An about page structured this way is simple for a potential client to skim through, pull out the information they need, and quickly decide if you're the travel agent they want to work with.
Keep your answers simple, and use words your client would know and use.
Don't say "We work with luxury travel suppliers to create the bespoke vacation you've been dreaming of."
Because no potential client has ever thought "I should go online and look for a travel agent who can help me create a bespoke vacation with a luxury travel supplier."
Instead, they've thought things like "Oh my gosh, I still haven't started planning that trip and need to do that," and "I love Suzie's Instagram. She always goes to fun places and makes everyone jealous. I wish I could do that."
Speak to those needs and desires with sentences like "We make it easy to plan that picture-perfect vacation you've wanted" and "Have an Instagram feed that makes all your friends jealous."
Adapt this strategy to use the words your ideal client would relate to, and your website becomes magic.
Help people get to know you better and feel a connection with a conversational, FAQ-style page. Answer those burning (and not so burning) questions that tell people who you are, why you do what you do, and whether or not they're a good fit for your services.
Questions like "Do you plan more than one trip at a time?" or "What are your favorite destinations?"
Make it feel like a conversation. It's a perfect way to showcase your natural personality and conversation style.
What questions would a friend ask, and how would you answer them? Brainstorm a bit, and then get them written down. Voila, you have a great start to an "About" page!
Ten things I hate love about…
Think of this as random facts, but with intention. Do you love Italy but hate pasta? There's an unexpected but fascinating fact about you!
You could include things like a favorite food, a skill that most people don't know about, or a travel quirk that you have.
A section on your travel bio with ten things you love about your work is also great. Let potential customers know more about what you do and why you enjoy it.
The Combo Platter
This format is for those of us who can't settle on just one structure. For example, check out my About page.
It's the Basic (what I do, who it's for, and why you'd want to work with me) and the 10 Things. Some are related to travel. Others aren't, but they give a snapshot of my writing style and help potential clients decide if they want to work with me.
Step 3: Remember the CTA!
Every page on your website, including your "About" page, must have a call-to-action, or CTA.
The last thing you want is for someone to read your "About" page and think, "Yes! They seem awesome and I want to work with them!" and then have to search for what to do next.
That's a great way to lose a potential client, so make it easy for them. Include their next step right there while browsing your page.
The Bottom Line
A well-crafted "About" page injects authenticity into your marketing, puts a human face on your travel business, and invites potential clients to join you on an exciting journey to explore the world.
By using the words that speak directly to your ideal client and making sure your About page resonates with them, you help create a connection between you and your potential clients.
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