|
When 'About Us' Is 'About Me':
5 Ways to Sell with Your Website Bio
 Even the big guys don't always get it right. Have you ever seen an "About Us" page on a- company's website that was full of fluff or vision statements or boring history? Or just nothing more than a big fat ad? Visit the pages of Pepsi or Pixar and you'll see what I mean.
For the solopreneur and small biz owner, the "About Us" section is your best chance to connect with your buyers as a real human being. And because you are the company, your readers want to feel like they know you.
Why You Should Pay More Attention
Trust and credibility are major issues on the web. Explaining who you are and where you come from matters. An April 2008 study by Marketing Sherpa showed that, in the early stages of the buying process, the importance of company information is lower, but as the buyer moves closer to purchase, it rises significantly.
5 Ways to Sell with Your Website Bio
1. Tell who you are, not what you do. Your readers already know about your products and services. They want to see what makes you tick. Why are you in this business? What is it about it that you love?
2. Focus on the people. Photos help to make that human connection. Stories about people are even better.
3. Show the real you. Let your personality and brand shine through. If you like to use humor in everyday life, go ahead and show it here.
4. If you are not a start-up, and have accumulated awards and testimonials, post them. They help add credibility and can eliminate concerns about buying from you.
5. Always include your contact information. Things like physical address and email contact information make your readers trust you more. Even if you have a separate contact button, include contact information on your "About Us" page, too. In a recent study, 40% of users could not find any contact information on this page.
|
