How to create the ultimate speaker page

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When Chris is selecting and trying to promote speakers for his events, it’s not always easy to find the information he needs.

Although most speakers have pages on their websites, a lot of the essential information is missing.

So, after booking and interviewing dozens of speakers, and looking at 100s of speaker pages, Chris has pulled together the main sections that should be present on your speakers page.

If you are thinking about putting a speakers page on your website, or you want to improve the one you have, listen to this episode and pull out the ideas and use them on your own website 🙂

You can email Chris at chris@cmauk.co.uk

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Full Transcription

Hey, welcome to the Content Marketing Academy podcast. Hope you’re having a good day. Let’s talk about speaker pages on your website!

As an event curator it’s something that I look at a lot. As a speaker, it’s something that I need to consider in terms of marketing. Seeing things from both sides of the coin, so we’ve got curators and speakers, and just thinking about what needs to be on that speakers page for different scenarios.

For example, if you are looking to be found as a speaker, you need to have a speaking page on your website. If you are speaking at an event, it’s good to have a speakers page your website where you have all the resources for the organisational team so they can pull off your bio and pictures and all that kind of stuff to put on their websites.

There are a couple different reasons why you wanna have a speakers page on your website. Generally speaking, if you are a speaker or if you want to be found and hired as a speaker, just like every other service that you have on your website you need to have a page that advertises you as a speaker or the speakers that are in your organisation.

After looking at all these different speaker pages and struggling in most cases to find the information that I need as a curator, I’ve got about 15 things, 15 factors or elements or sections, that should be on your speaker page on your website. I’m going to go through them one by one.

The whole idea here is for you to look at your own speaker page and make it better and to improve it. I’d look at what you’ve got just now and think about what you could be adding to it. I’m going to speak to you from a perspective of a curator, as an organiser of events, but also as a speaker, as well.

My page isn’t absolutely perfect yet. I think there are things I want to improve on mine as well. Some of them are in this list. Let’s get get stuck in.

The first thing, obviously, is to have a page. I stole a look at looking for speaker information from people, and they don’t even have a speakers page on their website. You might think to yourself, “Well, how did they end up being a speaker at your event, Chris?” Well, because I know them really well and I’ve seen them speak. But that’s not good enough. I think you need to have that speaker page on your website. Firstly, have a page.

The second thing on the list here is video. There’s two types of videos. One video could be your speaker reel, which is really your promo reel, why you should be picked as a speaker. It’s usually jump cuts between you speaking at different events, you saying some of your key phrases while you’re onstage, things like that. Advertising, basically, and promoting you as a speaker. Then I think that it’s worth to consider another video, which is just a short video of you speaking to the person that’s on your website right now.

I think just you facing your camera type of shot would be good, as well, just to greet the curator and the organiser, the person that’s looking to hire you. There’s two types of videos to consider there. Then I think there is a third type of video, as well, actually, which is examples of your keynotes and your presentations that you give. If you’ve got full videos or excerpt videos from presentations that you’ve given in the past, get them onto that page, as well, as a complete resource.

One of the things that trumps everything else, apart from going to see someone speak in person, is having multiple videos of them speaking in different places. You can get to see how they’d behave onstage, what their style is, how they interact with the audience, what kind of language they’re using, and how they carry themselves and behave. I think it’s really important when you’re picking a speaker, especially if you can’t see them in person. As much video as possible is what we’re looking for there.

We also want to have photos. Some photography on there. We want some action shots of you onstage, but we also want some professional head shots, as well, that we can use for our marketing, as well. You wanna make them downloadable in high-res format or web format, black and white, colour, just a pack. Basically, have what I’ve got, it’s a Google Drive folder that I share that you can just download all our pictures, including logos.

If you’re an author, you might wanna have images of your books in there, as well. Just think about it from a marketing perspective for the conference organiser. They will need this stuff from you to put into the marketing.

It leads me on to the next part, is a bio, biography. Now, it’s good to have an introduction written in the first person on your page, but you wanna have a part of this written in the third person because it makes it really easy to copy and paste onto an event organizer’s website or to put into some marketing. It also doubles up as your introduction that people will use when they’re introducing you onstage, as well. If you write it in the third person, it means that anybody can read it and it’s really easy to transfer to different places online and offline.

Think about having a bio. Think about having a nice introduction, as well, and that could obviously be complemented with a video.

The sixth thing is social proof, which is split up into many different factors here. Social proof can be anything like logos of organisations or clubs or enterprises or brands that you’ve worked for in the past, people that have hired you. You can have their logos on your website. It could be media companies, things like that, just having them on your website. Embedded tweets are pretty popular on pages now, as well, so you can actually go to Twitter and take the tweet, including the picture or a video, and embed that onto your website.

I think that’s great for social proof. We wanna see some written recommendations and testimonials on your website, as well, with the person’s name and the picture and a link to their website and things like that, and who they work for, the organisation that they work for. You might want to even, and this is quite rare to see this, actually, is video recommendations and testimonials on speaker pages. I think that’s something to consider, as well, and you could double up. It could be people from the audience and your client, and I think it’s good to have testimonials and recommendations from people that have paid you money, that have actually hired you. Those are key. We wanna make sure we’ve got those on our speaker page, as well.

We wanna see example talks. Example talks are topics that you speak on. That can be from previous gigs that you’ve spoken at, previous organisations you’ve spoken with. You’ve got the title and the description of a couple of different talks that you’ve given, or perhaps the talks that you actually give so people can see. They can maybe choose between them or they can get a feel for the type of content that you deliver and what topics you talk about. We wanna see those on the page, as well.

You might want to consider a downloadable one-sheet, which is one page, basically, a PDF you can download that has all the information on it that’s required so people can print it off or they can send it to the curation team or their boss or whoever so that they’ve got all the information they need about you on that page.

What you talk about, your biography and a picture, and all that stuff in there. You might wanna consider how that’s delivered, as well. For example, if you’ve just got it simply to be downloaded from the page, you might wanna take them to a thank you page once it’s been downloaded so you can get them to fill in an inquiry form or something like that. Just think about how a downloadable one-sheet could be part of your sales process.

You want to have some indication of pricing and fee information on your page, as well. I know some people don’t have this on there, and some people do and there’s a school of thought for both sides and there’s a debate and an argument for having pricing and fee information on your page and not having it on your page, as well. But if you’re gonna have it on there, I think it’s good to at least express what your range of fees are for what type of work that you do. Give people an indication. At least be open to discussion, discussing what pricing is in most cases. In fact, I would go so far as to say it’s about 50/50 looking through pages.

Half the time, there is information about pricing and it’s usually a range from this to that, depending on the type of work that you want me to do. For example, if you want me to do a keynote presentation for an hour or a full-day workshop, travel fees, accommodation, that sort of thing. It’s good to have that information on there. It makes it really easy for people to benchmark in terms of budget how that’s gonna fit in with what they’re trying to do.

Next on the list is having some sort of call to action or maybe several calls to action. Now, I’ve seen two different types on pages, generally speaking. There is straight to booking inquiry and there’s checking availability or holding a date. I feel like the softer one of those is to check availability. One thing you might wanna consider is that when someone clicks a button to contact us, is having a completely separate contact form just for speaking inquiries.

It doesn’t just take them to your general contact form on your website, but takes them to a page that’s just for speaking inquiries. You can ask different questions like, “When is the event?” Whatever it might be. But I have seen, I think, the call to action I really like the best is the checking availability one. Check to see if we are available for this date. It’s a really soft inquiry. It’s really easy to do. They don’t feel like they’re committing to anything. Think about what the call to action is. I’ve actually seen pages with no call to action on it at all. We wanna make sure we know what the next step will be for the person on that page. Check availability, make a booking inquiry, what’s it gonna be for you?

We wanna have social media links on there, as well. We wanna have social media links that people can connect with you on Facebook and LinkedIn and Instagram and whatever. I think that’s great if you’re just building a relationship with a potential client or prospect. They can go and start to build that relationship with you and start to build some trust and see what you get up to. I think it’s good to have that on your page. It’s also good from a marketing perspective, as well, ’cause we can literally copy and paste those links, put them onto our website, enter email marketing onto any pages and any marketing that we send out, as well, from a curator’s perspective. Having links to your social media on your speakers page is really good, too.

We wanna see a list of past and future speaking gigs. This is great for social proof. Most pages have this. You can see what they’ve done already in 2017 and what they’ve got coming up in 2017. You can see what their 2018 dates look like. I think there’s a social proof element to this, but there’s also a sense of urgency around this, as well. For example, if I go to your page and I can see that you’re getting well booked in for a year in advance, then it’s gonna make me act faster to get you booked in, but it also shows me that you are actually actively getting gigs and that you are speaking and that you’re being booked. That’s good for social proof.

The speakers page should be easy to find. This is something I found tricky. Sometimes the speakers page was in the footer of a website, it wasn’t in the main services or in the main navigation, and to be honest, if speaking’s going to be one of your main services that you offer and it has a big impact on your business growth, then it really needs to be prominent and easy to find. Just have a think about where your speaking page is gonna be navigated from. If it’s gonna be in the main services pages or it’s gonna be in the top navigation, but it shouldn’t really be in the footer. I think that’s probably the last place you want to have it. Just think about how easy it is to get to.

You also want to think about search engine optimization. Think about the title of the page, the keywords and phrases that you want to be found for, and make sure you’ve done your SEO part on this, as well. This is really not from a curator’s perspective, but if you want to be found online, then you’ve got to think about search engine optimization, as well.

Last couple of things here. You wanna make it easy for people to contact you. Obviously, having a contact form or some sort of inquiry form at that we talked about already, but also make sure your contact information is really easy to find, phone number, address, email address, that sort of thing so people can contact you really easily. Don’t create barriers there. If people want to book you for a speaking gig, it might be in a few weeks’ time or it might be really soon, they might wanna contact you directly. Think about that and just make sure it’s easy for people to get in touch with you.

The last thing I wanna finish with, really, is have a look at other speakers’ pages and see what they do. Some of them are really good, but actually, most of them aren’t that great. I think there’s a real gap in the market here, and I guess the other thing is that not everybody gets all their speaking gigs from their speakers pages. There’s a lot of speakers that get their gigs through bureaus and organisations. They find agencies, essentially, that find gigs for them, but I think a good place to be is have a good, solid speakers page resource.

I’ve seen some really great ones out there that you can go on. You get pretty much everything you need to make a decision to at least make an inquiry for that person that you want to speak at your event. I think a good speakers page with the great resources on there is gonna help you to be chosen and I think if it makes it easier for people to make a decision, then you’re in with a good chance of being a top choice for an organization’s or a curator’s live event.

These are all the things that I would consider. It’s definitely things that I find that are missing on most pages. In fact, the pages I’ve looked at have some of these things, but not all of them. I think there’s a gap. I think there’s a gap to create a really solid speakers page. Have a look at yours and consider some of these things.

If you’ve got anything you wanna add to the list or you feel like something’s missing from the list I’ve shared with you, or something that’s worked really, really well, you can email me, chris@CMAUK.co.uk,or you can tweet me @chrismarr101. Let me know what’s on your mind. Share your ideas, share this with someone, and I’d love to hear from you. Have an amazing day and don’t forget to be awesome.

Thanks again for joining me on the Content Marketing Academy podcast. If you would like to find out more about content marketing and change the way that your business communicates forever, please visit ContentCrashCourse.co.uk for your free 10-day content marketing email course.