Every small business website should have an “About” page. This is where visitors go to learn about your company and determine if they’ll feel comfortable doing business with you. They want to find out who you are, how you work and whether or not you can help them.
It is often one of the most visited pages on your site. It’s a great opportunity to introduce yourself to your potential customers. But, for most people, writing your “About Me” page is hard!
The most common mistake I see is thinking your about page is all about you. It’s not.
Many businesses focus on telling their story on the the “About” page. This is a mistake.
When a potential client lands on your site, their interest is in finding a solution to their problem. The focus of your about page should be on how you and your business has helped customers and made their lives easier or better.
Avoid Generalization and Vague Promises
I can guarantee that every single small business strives for excellence and has a passion for what they do or, at least, says they do. While it is ok to point out your core values, what readers want to know is how your training, experience, and values has prepared you to be the one that they can count on to resolve their issues.
Be Specific
This is the hardest part. Nobody wants to sound like they are bragging and that’s what this feels like. But specific examples of how you have helped are the clearest and simplest way to explain what you do best and what clients/customers get when they choose you.
You’ve probably heard of the 5 Ws (and 1 H) of writing – who, what, when, where, why, and how. It’s a formula taught to budding journalists to help them make sure they cover all of the important information in a story.
When potential clients come to your About page, they are asking, “So, what’s your story?” Make use of the 5 Ws (and 1 H) to tell them about you.
Start with the what
Here you introduce what you offer. What problem do you solve? what you do best, what value do you bring?
Who is your business for?
Identify your target market, your “ideal customer” in marketing speak. Who would benefit from your products or services? Address their specific needs.
Who are you?
Introduce the real human is behind your business. Who do you enjoy working with?
How can you help them?
How do you make their life easier and better? Help people understand the benefits of working with or buying from you.
Where are you located?
Telling people where’ you’re located helps build trust. You are not just one of thousands of anonymous competing businesses on the web. You belong to a place. That’s information they can relate to.
Why should I choose you?
It is important to present your credentials. Why are you the best person to solve your customer’s problem. Show how you’ve provided solutions for others. What have you done shows you can do what you say you can.
The 5 Ws (and 1 H) and be mixed up and arranged in any order needed to clearly tell your story.
About A Street Web Design
Web design is our full time job. Since 2002, we’ve been designing websites that work for business. That means getting found. Persuading people to call you. Making sales. If you are looking for someone who can help you get a website that works for your business within your budget, call A Street Web Design – 541-582-0597.