What’s the first thing you do when you meet someone new at a party?
Well, hopefully you spend a little time trying to get to know them. Maybe you ask them what music they like, what they do for a living, or if they’ve had a nice day that day.
Is that because we’re selflessly interested in this person?
Well, yes and no.
Unless you’re a total hermit (if so, what are you doing at a party?) you probably have some natural curiosity about other people. But there’s a bigger part of you thinking:
“I really hope I find something out about this person that’s going to be interesting to me”
And that’s exactly what people think when they read your “about page.”
- Potential customers want to know what makes you qualified to do what you say you can do
- Potential partners want to know if there’s a “fit” of personality and interests for a new project
- Interviewers and press want to know if you have a good story behind your business
- Competitors want to know what you’re up to and how you started
- Your dad wants to know what to tell his domino club friends when they ask what you do for a living
A lot of business About Pages forget this level of self-interest and focus too much on the company which is a mistake if you want to attract your ideal client through your web content.
So here are 5 simple tips you can use to make your About Page into a fascinating party guest.
Know Who You Are Talking To
Remember that your About Page is not the same as the write up they’re going to do in the papers when they make your life into a biopic. By then everyone will be fascinated with anything you do, have ever done or ever said.
For now however, the emphasis of your About Page is about the ideal customer you want to attract. What kind of language are they used to. Are they corporate? Casual? Dramatic and excitable or no-nonsense and straight talking? Before you write anything, think about who it is you’re trying to reach.
Boast Tastefully And Only Where Relevant
You’re at a party, someone mentions they’re interested in gardening and would like to know some gardening tips for roof terrace gardens. You mention that you also like gardening, in fact you were just featured in a magazine as an award-winning expert on gardening tips for small spaces and you’d be pleased to offer some pointers.
If the person had been talking about football and you mention your gardening accolades you would just look a bit nuts. If the person was just talking about how much they enjoy gardening and you jump in with being an expert, you look like you’re bragging, but because they were asking for tips, you weren’t bragging, rather qualifying your position as someone who they can trust to give them good information.
So assume your visitor is there because they’re interested in how you can help. If you have relevant awards or achievements let them know. But make sure they are relevant to the area of interest for your audience.
Make It About Them
This is a specific trick i mention a lot because it’s so useful and really changes the tone of your content. Look at your About Page, and wherever you see an “I” or “we” sentence, see if you can turn it into a “You” sentence.
“We offer the best service in the south-east”
“You deserve the best-rated service in the south-east”
“We complete all of our orders ahead of schedule”
“You’ll love knowing your order will be ready before the scheduled date”
Simple, but effective – it’s how I roll.
Tell Them Your Story
This is particularly apt if you are personally offering a coaching or teaching service or information products based on your own experience. If so, people want to know how you are qualified to do what you do. Just as you would ask someone at the party how they know the host, or what reason brings them there, your audience wants to know how you got to be in this little party you’re throwing called your business.
So was it a personal struggle? Or did you leave your corporate job to set up your own business and now you coach others to do the same? Give people your back story, tell them your challenges (remember to keep it relevant) and tell them your successes. This is important to build confidence and trust with your audience.
Be Brave Enough To Get Personal
This is your call but if you think your audience benefits from knowing a little extra something about you, by all means share it. If you are blogging regularly and your personality is a big part of your brand don’t be afraid to let them know you have a weakness for blueberry pancakes or secretly love all of Justin Bieber’s songs. This is really your call. just as you would gauge how much information you were comfortable sharing at a party with a stranger, think about how much people really need to “know” you on your about page.
Now go out there and let the world know about how fantastic you are!