When starting a business, you will never underestimate the importance of your presence. Whether that is your physical presence in a brick-and-mortar store front, on social media or on your website—your presence is key to attracting customers, gaining customer loyalty and ultimately earning income. Since you will not always be able to be physically present with each and every one of your customers, crafting a effective and compelling “About” page is vital to your business and your brand.
Think about it this way: Your friends were probably some of your biggest supporters and among your first customers. When you create an effective “About page” or bio online, your goal is to make friends. A good “About Page” will put potential customers at ease, build trust, and cause them to feel familiar with you. When customers feel a genuine connection with you they’ll think of you as a friend.
When they see you as a friend, they’ll be eager to support your business, care about your business, and recommend you to their own friends. And since I just know you are super-awesome, making friends through a well-written bio should be a snap. To help, I’ve got an outline of five things you should include in your “About Page” to build relationship with potential customers who may never meet you face to face.
1. Who you are
Like any good introduction, start with the basics. You’d never stop someone on the street, begin raving about your deepest passions and ask for their money. So don’t do it online to your precious customers. Instead, start off like a well mannered, properly socialized human. Remember, the goal is to create a feeling of relationship and friendship between you and your customers. Beginning with the basics, start to humanize yourself to them.
Some of these may seem obvious, but bear with me. Here are some basics you may want to include:
- Your name
- Where you are from
- Where your business is located
- How long you’ve been in business
- Your family, your pets
- Your qualifications
I like to keep the cut-and-dry verbage to a minimum.
Then move on to the fun stuff. Tell your customers who you really are. I’m not implying your should divulge your weirdest secrets, rather tell them what makes you tick. Include your hobbies, passions, quirks, pass times, how you relax, values, etc. If you struggle to verbalize what really makes you tick, as some people in your life for input. Your best friends, spouse and roommates will all have good grasp on the quirky, inner you.
2. What you do.
If a potential customer has made it to your “About Page,” chances are they already know a bit about what you do. In this section, your job is to explain how you are doing something unique for someone unique. This will let the reader know if you are a good fit for their needs.
Let me explain a little more. In my business, I offered photography services. Instead of simply saying “Hi I’m Amy and I can use a camera. Hire me for any photo need you have…” I explained that I offered affordable family photography that timelessly captured personality and the uniqueness of this moment in time. Explaining this set me apart from competition and connected with clients who wanted to capture their lives in a laid back way, without breaking the bank. Doing so spoke to my niche—a narrow range of customers I was actively trying to pursue. If what I offered did not resonate with them, they knew to look elsewhere.
3. Who you do it for
What you do and who you do it for go hand in hand. Your service or goods should be created specifically for a particular customer. An ideal customer. Before you open your proverbial doors, identify your niche—the narrow audience of ideal customers whose needs your business addresses. In my business, I served families and couples seeking affordable photographs that would express their unique personality and stand the test of time (photos that won’t be embarrassing to look at in 10 years).
When you narrowly articulate who you are serving, your words and heart will stand out to your ideal customer. People are willing to spend money on things that fit them to a tee. When these potential customers see that you have them in mind, they’ll understand that you care for them, their needs and view them as special and important.
Think critically about your niche and your ideal customer. Who is it? What do they want? What do you have in common? What part of your business specifically suits their needs? How do you specifically address them better than the competition?
4. Why you do what you do
One thing that can help you stand out above competition is your passion. People are attracted to passion and drive. Explain why your business is important. Of all the things you could choose to do, why is this the business you pour your heart and time in to? What’s the backstory?
Remember, businesses serve costumers. Why do you offer this service? Think externally about your buyers. If your motivation for business is solely self centered (earning a lot of money, working minimal hours, working from home, etc), your customer will move to one of your competitors. Desiring a positive outcome for yourself is fine—just be sure it’s not all you’re riding on. If you explain your motivation and your passion, your customers will be excited and willing to support you.
5. Call to action
Your “About Page” is ultimately a marketing tool. It’s part of your brand, part of your website or online presence that sells your customer on you. Include a clear call to action. Link to items that will address your ideal customer’s needs. Include a side-bar of top selling services. Don’t leave your customers at a dead end. Learning about you should be the beginning of their relationship with your brand. Be sure to create a way for their path to move forward into your site so they can put your goods and services into use in their own life.