Did that headline grab your attention? Good! I strongly believe this page is the most commonly under-utilised by small business owners. So which page is it - your products or services page? Your contact page? No. It's your About page. And let me tell you why.
Your About page is your chance to tell your story - to start building engagement with your customers, to give them a strong sense of who you are and what your business stands for, and what sets you apart from the rest. This is important whether you have a product based or service based business, and arguably even more important if you have a product based business. Think about it - product based businesses are judged so strongly on the physical product they sell, and are at the mercy of how it looks, how it's styled on social media, and are at higher risk of their customer relationships being more transactional. And on product based businesses' websites, most of the website space needs to be dedicated to images of the products they sell. But ask yourself this - when you go to a website, particularly the website of a small business, don't you want to know who you're buying from? What their story is, why they started the business, what is important to them? I know I do. A concern I hear a lot from fellow small business owners is that they don't want to come across as 'salesy' or overly self promoting. And here's the good news - you can absolutely achieve a great 'About' page without feeling like you're selling, selling, selling. Here's how.
Firstly, think of your vision, mission & values. Or if you haven't thought about these things before, do it now! Your job is to come up with two or three punchy sentences describing your business and what it stands for. Or sometimes it's easier to start with the values, particularly if you don't already have a vision or mission statement. So for example, you might be a children's clothing designer. Your brand values might be providing outstanding customer service and high quality pieces, that are fun, quirky and on-trend. The next step is to consider your why - and again, one or two punchy sentences describing why you got into business or how you want to make a difference will help your customer connect with you further. If there is a story behind your original decision to start a business - share it! And don't be afraid to share a bit of who you are personally - what your interests are and what is important to you. And lastly, think of your points of difference - what sets your product apart from the competition. Is it your designs, how you make the product, the materials you use, or even your professional background? Give your customers a reason to buy from you instead of somebody else. Finally, if it's relevant, finish with a short bio to give your customer a well-rounded picture of you and your business. .Think about the things that you want your business to be known for - that you want to come across in your products, your branding & marketing, and your dealings with your customers and suppliers.
Now of course these same principles can be applied to a service based business. The bottom line is that you want your customers to feel like they know you after reading your About Page. So make it friendly and warm in tone, approachable but still professional. I've worked on About Pages with a lot of my clients, and while most of the time we can bring some magic to the page, a professional copywriter can also be a great option. And if you use a copywriter, it's even more important to be clear about the intention behind your words - you need to be able to give a clear brief about your message and WHO you are talking to! That's right, as always knowing your target market is absolutely critical to engagement.
Happy Sunday hustlers! x