by Kelley Gardiner, Copywriter, kelleygardiner.com
When I tell people that I write and edit website copy for small businesses, I often get a big sigh, followed by
I just don’t know what to do with my about page.
I’ve been stuck on my about page for years.
I can do everything else, but I’m just never happy with my about page.
Do you have the same problem? You’re certainly not alone! Let’s talk about about pages.
Yes, you do need one.
We want to know about you. It’s a well-worn phrase, but people buy from people they know, like, and trust. Shoppers today want to know a little bit more about you and your business before they type that credit card number in.
Great! You’re wonderful, so give the world a chance to know you and what you do best.
Give a taste of your brand personality.
For some of us, that means our actual personality. For others, it’s more about what the brand represents and the story of your business.
You don’t have to put your whole self out there, by the way. Hold as much space for your private life as you’d like.
This is a great place to show what sets you apart from your so-called competition. (I prefer to think of them as colleagues.) Are you serious, goofy, or somewhere in between? What is it like to work with you? What kind of experience can a customer expect? When this content is true to you, you’ll attract more customers and clients that are a fit for you, and filter out the people who’ll be better served elsewhere.
Tell a story.
A story isn’t just a plot.
I have a degree in English, and I’ve always enjoyed writing. About five years ago, I quit my office job to become a freelance writer. I wrote and edited for local magazines and blogs. That work didn’t pay much and I saw that it wouldn’t likely pay much more in the future, so I took a small business course and started copywriting for small business websites.
Did that stir your soul? It’s all true, and some people want to know this about me. But is that the heart of my story, or is it just what got me from Point A to Point B?
My story (abridged):
I’ve always wanted to do two things: write and help people. Over the years, I’ve written helpful freelance articles for local publications, as well as a DIY roller derby book for beginners and a few helpful blogs along the way.
Now, with Kelley Gardiner Content and Copy, I’ve finally found a way to join those two purposes. I don’t just tell you what to say on your website. I work with you, as a fellow small business owner with similar hopes and dreams, to dig deeper and help you reach your goals. There’s purpose behind what I do, and it drives me to do my best every day.
That’s also all true, and you probably find it a bit more compelling! Plot might be worth including, but it’s not the whole story.
Remember your goal.
It’s your about page, but it’s not all about you! You’re extremely interesting, and once people click on your about page, they’re ready to learn more about you, but… they’re still wondering what’s in it for them.
Keep it balanced. While you’re telling your customer how exceptional and qualified you are, don’t forget to tell them how all that benefits your clientele.
For most of us, a website is a sales driver, right? We want people to take a certain action on any given page. If possible, we want that to lead (eventually) to a sale.
What would you like a typical person on your website to do after reading your about page? Learn more about your product or service? Sign up for your newsletter?
Don’t forget to gently guide your reader toward the call to action.
Look. It’s hard to write about yourself. I’m a professional writer, and it’s difficult for me to write my own about page and bios.
Go ahead and hire a writer to write or rewrite your about page if you’re not happy with it or if it’s just taking you too much time. You’ll end up saving time, money, and stress…and a slice of the world will know a little bit more about how wonderful you are.
ABOUT THE AUTHOR:
Kelley Gardiner, Copywriter
Kelley is a copywriter with moxie. You can find her at kelleygardiner.com, behind a laptop at any number of Portland, Oregon’s awesome coffee shops, or chasing her kids around a park.