Who does your business’s About page focus on? You? Or your customer?
And who do you think it should focus on? I’ll give you a hot tip. It’s not you.
When you visit a brand’s website, and click through to the About page, what are you REALLY trying to find out?
Whether the person behind the business has four cats, a penchant for bathing in champagne, and skis the French Alps every winter?
Or do you want to know whether they can solve your problem, and how?
When writing content for your About page, make sure it focuses on your customer, how you solve their problem, and why you’re the right business to solve it.
Think of it as a key step in the early stages of your relationship with them. Like any relationship, things start more solidly if you focus less on yourself, and more on the person you are trying to build a relationship with.
Your customer wants to get to KNOW you, decide if they LIKE you and whether they can TRUST you enough to buy from you.
The know-like-trust factor is foundational in building a relationship that results in conversions.
If you’re talking about yourself too much, make some changes.
I’ll make it really simple for you to get started.
Here are three actions I want you to take right now:
- Bookmark this blog post for later.
- Go and check your About page.
- Find three ways to talk more about who you solve a problem for and how you solve it.
Once you shift your thinking, you’ll find it really easy to make continuous, relevant changes to your About page.
Don’t feel like you have to tackle it all at once. It can be REALLY overwhelming. I should know, I think mine took about 27 rewrites, a few litres of tears and several more litres of champagne. And I’m still tweaking it regularly.
It’s also a really good idea to ask a few of your ideal customers or clients to look at it for you. They can tell you if it really speaks to them. Encourage honest feedback, but really make sure you’re asking the right people.
If you want to chat about your about page, get in touch.
For more copy tips, fly on down the page and join my nest.