It’s Not About You …

Every website has an About page where you can learn more about the people and the company.

Perhaps yours has some background information, and a history of your company. Nothing special, after all, no one really reads that stuff, do they?

Well, it turns out that, yes, they do.

You’d be surprised at how many potential customers check out your About page after they’ve scanned your website and determined they might like to do business with you.

You may have even done this yourself on someone else’s website.

But Here’s Something You Should Know …

Your About page shouldn’t be about you so much as it should be about what you can do for your customers, and how you can solve their problems.

It’s not a resume, or an autobiography.

But it could be a deal-breaker.

No one wants to read an in-depth life story about how amazing you think you are, how you’ve struggled to make it in business, or what you did on your last vacation.

They want to know what makes you different from everyone else out there, and how they’ll benefit from doing business with you.

Notice the focus on the visitor, not you.

And since your About page is important space, what the visitor reads there could make all the difference.

They could find just what they’re looking for to help them make a decision, something they may not find on your home page, or on your products and services page.

So What Do We Put In, And What Do We Leave Out?

Of course you can tell your story. But make it short and interesting. Not a history lesson.

Mention only those points that are relevant to your customers’ needs.

Go easy on the bragging rights. It’s fine to mention a few of the big wins, but you want to come across as human, not a massive, uncaring corporation.

People like to know they’re dealing with other people, just like them.

Use a friendly, conversational tone – you don’t want to use a third person reference. It comes off as cold and arrogant, and so blah blah blah …

Write in the first person perspective, and be sure to mention your primary goal – to help your customer. That is why you’re in business, isn’t it?

Try To Sound Authentic

Tell them why you do what you do.

And if you’ve made mistakes along the way – and who hasn’t? –  then mention those. Everyone makes mistakes, it’s all part of being human.

Just use discretion here – they don’t want to know everything.

This is how you’ll connect with your readers, they’ll be able to relate to you better.

People don’t want perfection. And they’ll never believe you’ve achieved it, so be truthful.

Add Attractive – But Relevant – Pictures

A big block of text is sure to make the most avid reader’s eye glaze over, so add some visual interest.

And lots of white space.

And Let Others Do The Praising

The About page is also a good place to include some trust-building testimonials. Let your happy customers speak for you. And using images of those happy customers adds even more appeal .

Once you’ve convinced your readers that you can solve their problems, make sure you include one call-to-action. Whatever it is you want them to do next – click a link, sign up for something, read your blog – just make it the one thing that will move them along.

And only one. Don’t confuse people by giving them too many choices. You might find the choice they make is to check out your competition.

If you do it right, your About page could be your visitors’ first step into your sales funnel.

 

KEEP THE FAITH