Say Cheese

By Jessica Swanson

Did you know that your “About Page” is the 2nd most popular page on your website?

The main reason is that your website visitors are looking for the “person” behind your small business. They want to understand exactly who it is that they’ll be doing business with.

That’s why you need to make sure that your “About Page” isn’t a tiresome dissertation of mind-numbing facts about your small business.

Instead, it needs to be a unique combination of your personality and why you are the perfect solution for your prospective customers.

When visitors read your “About Page” they should instantly understand who you are and how you can help them solve their particular problems.

Here are three simple tips for putting together an “About Page” that will connect with your visitors:

Avoid Stock PhotosStock photos are just not going to cut it when it comes to depicting your small business.  Your visitors want to get to know you.

They really don’t care if you’re fat, skinny or somewhere in between, they’re just trying to make a connection.

Your visitors want to get to know the “real you,” not the slick and polished picture of Mr. Joe Clipart.

Don’t Use Industry JargonThere’s nothing worse than an About Page that drones on and on with industry jargon that makes no sense to your readers. Gobbledygook is usually difficult, boring, and sounds like you’re bragging.

Here’s an actual “About Page” paragraph that I read the other day:

“XYZ Marketing Solutions is a recognized leader in online and offline marketing solutions. Dedicated to providing the highest level of marketing expertise, XYZ Marketing Solutions delivers unparalleled support, superb customer service and superior education to their discerning clients.”

That paragraph is filled to the brim with marketing terminology that really doesn’t mean a thing to its readers.

Here’s the deal. When visitors read about your small business, they don’t care about your high level of expertise or superior education. They simply want to know how you can solve their problems.

Here’s a better way that XYZ Marketing could write their paragraph:

“If you’re looking for ways to create more visibility, generate more leads and make more money, XYZ Marketing Solutions will produce maximum results for your business.”

Include Your Contact InformationIf you operate a small business, then there needs to be an easy way for prospects, customers, and clients to contact you.

Obviously, you don’t need to give out your home phone number. You can simply use a 1-800 number that redirects to your cell phone (i.e. Grasshopper is a low-cost, professional choice.)

And, the same is true for providing a simple way to email you.

If you don’t want to use your personal email account, but want a low-cost email solution, try MailChimp.

So, make sure that when visitors land on your “About Page,” you give them something to remember. It’s as simple as that.

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