Why a good ‘About Me’ page will get you more sales

If you want to make more sales, you need to connect with your potential customers and if you want to connect with your potential customers, you need to start showing them who you are.

Why do I need an ‘About’ page?

Have you ever stumbled upon a product online that looks perfect but then noticed that there is no mention on the website of who runs the businesses, where they are based, what their back story is or anything that actually makes them seem like real, honest people? It leaves you feeling a bit unsure about ordering from their website, because it’s hard to trust a business that you know nothing about and that seems unwilling to show their faces and tell their story.

Don’t lose potential orders because you are too scared to show yourself. When your customers feel like they actually know you, you’ll become a much more credible brand in their eyes. It’s sales 101. People buy from people. They want to feel connected to a story and to a person. If there is no mention of who you are on your website, how can people begin to trust you?

How do I write an ‘About’ page?

A great ‘About Me’ page should be interesting, engaging and easy to read. It doesn’t want to be too wordy because people will lose interest and click away from your website, but you want to include enough information to give readers a feel for who you are, why you started your business and how you can help them.

This last one is a biggie. As much as people want to know the face behind the brand, their main concern is how you can help them. How can you make their life easier or solve their problem? Why should they spend their money with you and not one of the other similar businesses they have open in another tab?

The about page should give them a flavour of who you are, whilst also being completely focused on them.

I know. It’s the perfect contradiction.

So how can you make it about both things at the same time?

The art of the ‘About’ page lies in telling your story from their perspective. When talking about when and why you started your business, focus on the problems you had and how you developed your products or services to solve this problem. When talking about yourself as a person, write in it a way that shows the reader that you’ve been on a similar journey to them.

If you want to see an example of how you can do this, read my about page.

The final aim is for the reader to finish reading the about page and think “Yes, this person gets me. She know’s exactly how I feel”. If you can instil that emotion in someone, you’ve as good as made the sale.

What should I include in my ‘About’ page?

Here are few things that you could include:

• One or to photographs of YOU. If you feel uncomfortable posing alone for a photograph, why not cuddle your pet or your kids for the photograph? Maybe walk towards the camera or hold a cup of tea or a book in your hand. Having a prop will help you to feel more natural.

• Your name and where you live. These little details are important.

• A sentence or two about your personality. Your likes, your dislikes, how you spend your free time, your favourite Netflix show, if you have children etc. Don’t write too much about this stuff, as people care more about themselves than you (sorry!).

• When did you start your business? Why did you start your business? Remember to focus on the customer and write about these things from their point of view. Show them you understand them. Touch on your brand values and mission statement.`

Once you have created your About Me page, add it as a link in your main menu so that people can easily find it. You could also pop a link in the footer too.

Ways to further improve your ‘About Me’ page

Hype yourself

Don’t be afraid to tell people just how brilliant you are. Whilst you don’t want to sound obnoxious, it’s important to share your accomplishments and show readers that you really know your stuff. Have you won any awards? Do you have any certifications? Have you worked with any well known brands? Let people know!

Include a Call To Action.

This could be a link to your favourite or most popular product (e.g “My most popular product to date is, without a doubt, the [product name and link]. It’s had so much love. Go check it out!”) or it could be to sign up to your newsletter or to grab a free download.

Focus on your customers needs (This one trick can be a game changer for your about page!)

If you are focused on your customers needs, their problems and how you can solve them, you will start to see way more conversions on your website. People are visiting your website because they’re facing a problem and they need your help, how can you show that you totally get it? Perhaps you started your business because you had the same problem? Share this story on the about page.

Inject some personality

Inject your personality into what you’re writing and how you write it. Add some humour if this aligns with your brand. Write as if you are chatting to a friend. Let readers get a feel for who you are in the way that you write (for more help with this, see our post 3 tips for writing great copy for your small business website).

If you need any help with your small business website, get in touch today and I’d love to help you create the website your amazing business deserves.