is your website missing this ONE crucial component?

It’s Not “About Me,” It’s You…

Picture this: You’re on a first date. It’s a blind date (eek), but the person sitting across from you already checks a lot of boxes that are important to you. Maybe they have great style, or twinkling eyes, or are wearing a fragrance that draws you in. Maybe you’ve always loved people with that name. And then, the conversation gets going. 

You’re trying to suss out whether the two of you could have real potential as a couple, but you can’t quite get a word in edgewise because they are a one-person, monologue machine. “I’ve done this. I’m this kind of person. I like this. I don’t like that.”  Meanwhile, you’re thinking, “But…what about me? I’m here too!” 

Now imagine that your Blind Date is actually your business and You are your customer. 

What are you asking them (or telling them) when they visit your site for a first date? Is it all about you? Or, is it about what you can do for them? 

A highly underrated section of a business website is the About Me/About Us page. Though, as you might have already ascertained from the subhead, that page is really not about you at all. This is where you, the business, get to tell your customer what sets you apart by what you can do for them. 

The Facts About It

A 2015 study by KoMarketing found that 52% of visitors to a website wanted to or expected to find an About Me/About Us page. In fact, it was the third-highest ranking desired component of a webpage (higher than Testimonials [27%], Social Media Icons [12%], and Pricing [2%]). Products/Services [86%] and Contact Information [64%] were the only pages that ranked higher in desirability or expectancy. 

Given that finding, you would think that businesses would put more thought and consideration into not only having an About page, but being purposeful about using that prime real estate to engage with customers on a personal and meaningful level. Understandably, it can be an easy thing to push down a growing list of things-to-do, especially for small businesses and solopreneurs, because they are looking to grow profits as quickly as possible. 

The KoMarketing study reveals that your About page can really get your consumer to buy into you and your brand, which increases the likelihood that they’ll buy your product or service and connect with you in a way that keeps them coming back.

What About “Me?” 

Just like effective copy will get to the deep benefit of why your product solves a pain-point for your target audience (and why it is uniquely positioned to do it better than another brand!), the same will inherently go for telling your story through the eyes of your customer.

The About page is about building trust with your audience. This will differ across industries, services that you provide, and products that you sell; however, you should always be thinking of the distinct set of circumstances that prompted you to become a business owner (likely, you saw a gap in a market that no one else was filling). That part of your story can certainly be “about you,” but it needs to quickly lead into how your ethos and journey is something that aligns with their values. 

How To Make It About Them

Let’s try some examples…

Idea #1: “As a mom who is focused on making sure her kids always have healthy, low-sugar, but tasty snacks, I struggled to find something that I felt confident putting into their lunch boxes each day. That’s why I started SmartKids Healthy Snacks.”

My Edit: “As a mom who is focused on making sure her kids always have healthy, low-sugar, but tasty snacks, I struggled to find something that I felt confident putting into their lunch boxes each day. SmartKids Healthy Snacks came from a desire to make healthy snacks affordable and accessible to parents and kids everywhere. And I do mean everywhere: we ship our snacks globally for FREE!”

My Edit hits on a pain-point for the target audience, which is that snacks are not only healthy, but affordable and accessible.

Idea #2: “With over 30 years in the financial industry, I have a unique perspective on how to grow your investments and help you to achieve your financial goals.”

My Edit: “Personal finance is just that – personal. Your roadmap should be dictated by your own set of circumstances, and not a standardized script; we have eliminated the impersonal nature of that approach entirely. Instead, your consultation is carefully guided by an experienced professional, who specializes in strategies that compliment your unique goals and plans. 

My Edit elaborates on the original idea but uses more explicit language around the “industry standard” and how this business stands out from the rest. 

Idea #3: “I’ve made two career changes in the last 10 years, so I know what it feels like to be questioning yourself and wondering if you’re good enough. My 1-on-1 Coaching Sessions will give you the confidence that you need to take that next big step.”

My Edit: “Pivoting into a new career is daunting, but with the right support you will set yourself up for success. Part of my journey lacked that crucial safety net early on, which is why I am motivated to provide you with access to a community that understands you. During a 1-on-1 Coaching Session, you will have the space to brainstorm, vent, laugh, cry, and whatever else you need to get through to the next step in your career!”

My Edit includes the business owner’s journey but in a way that both communicates to the consumer that they have a similar lived-experience and have created something to fill a gap that existed for them. 

Ask Them Out On A Second Date

Well, not exactly! An About Me/About Us page is certainly not a sales page, but it needs to end with a strong close. And, that strong close is going to be some sort of call-to-action. You’ll decide what is most appropriate for your business, but it should be a next, logical step. 

Just a few ideas:

• Email newsletter opt-in

• Link to product/services page

• Link to testimonials

• Link to contact

A Business Owner’s Call-To-Action (a little homework for you!)

Do you have an About Me/About Us Page? If so, break it down into a few components and try to read it through the eyes of a consumer.

Ask:

• What is this business owner’s experience and why should/would I trust them?

• What service/product does this business provide?

• What is this brand able to do for me that no other brand can do?

Don’t have an About Me/About Us Page?

Ask:

• Who is my target consumer and what are their anxieties/pain-points?

• How can I communicate to my consumer that I am uniquely qualified to solve those anxieties/pain-points?

• How can I communicate to my consumer that my product/service is uniquely qualified to solve those anxieties/pain-points?

If you’re finding difficulty in coming up with answers to any or all of these questions, working one-on-one with an experienced copywriter can be an invaluable step. Part of the copy process includes understanding each client’s consumer on a deep, deep level. A fruitful dialogue about who that person is can give you the clarity that you need to further define your brand’s mission and goals, which will ultimately lead to more sales and customer retention.