A little while ago, I read Bernadette Jiwa’s blog post about putting together an ‘about me’ section of a website. She is a savvy marketer who studied and worked with Seth Godin. Her site – The Story of Telling is a must read for marketing professionals.
Her thoughts in the post reminded me of a reoccuring question that I get in conversations with new clients who need to refresh their website.
How should I begin to rethink my about me page? What’s the best way to talk about me and my company? Clients want to know, what is a ‘must have’ part of a refreshed site?
The first thing any visitor to a website wants to do is understand what you do and who you are. But the reason they want this information is to understand what you can do for them to help them solve their problems.
Or said another way, they want to know what problem you will help me solve, why should I trust you, and do you have the right background to help me?
My own discovery/web surfing experiences always start with visiting an ‘about me’ page on any website. When on Twitter, Instagram, or Facebook, I seek out the individual or brand’s profile. I want to know who is behind this brand, product, or service. What do they say about themselves? Should I give them my attention?
Talking to web development experts at a recent Zoom conference, I kept hearing the same information.
Most people start with ‘about me’ before they dive into a site if unfamiliar with the brand. That means, if your strategy is to grow your business with new visitors and customers, the about me section needs to grab the reader quickly.
Here are seven tips to make a terrific ‘about me’ page:
Keep it real.
If you are immediately selling, I’m leaving. Don’t start off trying to sell me stuff. Earn my trust. Build a relationship. Gain a foot into the lives of people. But don’t try and close the deal in the first paragraph. It rarely works.
Keep it human.
I want to do business with people I like. I like to do business with human beings, not robots. So, make sure your language is conversational and sounds like a real person wrote it. Lose the corporate speak. Eliminate pretentious words. Talk as if you were sitting at a café drinking coffee and started up a conversation. Let your personality come through, so it feels special, just like you.
Keep it funny or lighthearted.
In most situations, entertainment is the pathway to education. Think of the great success of John Stewart. We learned from him because he entertained us. You’re about me section doesn’t need to tell jokes but make it fun to read and lighthearted.
Keep it relevant.
People who read my about me page on my website are there because they wonder if I might be helpful advising them on marketing issues for their small to mid-sized company. I need to tell stories that illustrate what I can do for them – not just what I have accomplished and how it made me feel. Write for the audience and answer the questions that are probably on their minds.
Keep it short.
I’m not reading about me sections instead of War and Peace. Don’t go on and on and on. Find a way to be concise and still achieve your goals. Sometimes 20 words will do and sometimes 2,000. There isn’t a rule of thumb. You want the section to be read by those who might seek out your product or service.
So, make the about me section like an appetizer, not an entire meal.
Keep it chunky.
Long paragraphs that go on and on will lose me as a reader, so stick to the point. Like this section with a bold heading and a few sentences, find a way to organize to be easily digested visually. Chunk out the copy – make it in areas.
Keep the most relevant information on top.
Don’t bury the lead. Don’t have your most important point last. Most people will read or skim through the top few sections. Make sure your most critical issue and call to action appear near the beginning and at the end. Nothing wrong with repeating it in a few ways throughout the sections.
Need help with your “About Me” webpage?
I can help. You can set up a time chat with me about your marketing challenges using my calendar. Our initial conver?sation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com. Let’s explore working together today.
Photo by Andre Mouton on Unsplash
