You are most likely one of two types of small business owners out there.

Type 1: Updates their about me page weekly, monthly or at least after every continuing education seminar.

OR

Type 2: Your about me page was written eons ago when you first created your business and you haven’t given it a second thought since then.

TODAY, that changes. 

This page is your calling card to the world and just one of many opportunities on your website to both attract and repel customers.

The right messaging can paint the picture of what a joy you are to work with, that you get results and that you are reliable.

But in today’s DIY world, so many small business owners are missing the mark by treating their about me page like a university transcript rather than a conversation pointed toward conversion.

 

WHAT WE WRITE vs. WHAT PROSPECTIVE CLIENTS WANT TO KNOW

Did you know that your about page is probably the most visited page on your website? 

It is.  And it makes sense because people don’t buy what you offer they buy you: your why and how!

People want to know about you before they consider working with you.

So, is your about page just a bio or is it a story fostering connection and moving prospective buyers to contact you?

Here’s how to write an about page that not only tells a compelling story but also inspires clients to want to work with you. 

TELL THEM YOUR WHY

Why are you passionate about what you do?  What are the cases that really fulfill you?

In reality, we all offer similar services even though we might package it differently but what really sets us apart from competitors is our truth, our why and what we stand for. 

Let potential customers see inside your head and heart to get to know the real you. 

MAKE IT ABOUT THEM

Who is your ideal customer? Do you know what keeps them up at night, how they feel about their dog, and what their home life is like?

You’ve heard how important it is to have a niche or a specialty, and this is exactly why. You need to know your target customer so you speak to them directly, highlight their pain points and show them how you have the solution they are looking for. 

For example, you might write something like:

I’ll be the first to say that bringing home a new puppy is hard.  Sleepless nights and endless accidents add frustration to your busy day.  Maybe you’ve tried crate training and sleeping on the couch but aren’t making progress. 

Don’t worry. I’ve worked with some of the toughest to train puppies, the ones who don’t mind messing where they eat and sleep and seem to have boundless energy.  Your dream puppy is only a few training sessions away and I can help you get there. 

The first paragraph describes the difficulties your customer might be experiencing. Then, the second one addresses exactly how you can help get the customer out of that situation.

This kind of specificity makes visitors instantly think, “Hey, that’s me!” and they’ll know that you understand their problems.

TELL IT AS A STORY

Storytelling is one of the most effective marketing methods out there and has been known to dramatically increase conversion rates. 

By getting potential customers fully engaged in your story, you have the opportunity to tell them about you and your brand in a way that matters to them. 

Avoid carrying the story on for too long and instead focus on the most important parts and how they relate back to the customer.  Consider using bullet points when appropriate. 

 

INCLUDE A CALL TO ACTION

Or several. 

Remember, your about me page isn’t just about information — it’s about encouraging your website visitors to take an action, to take the next step toward working with you. 

What is the next step in the customer’s journey?  For many of us that is either sending us an email or contact form.  Other actions might include:  signing up for a lead magnet, reading more about your services, following you on social media, watching instructional videos or scheduling a consultation.

DON’T FORGET TO INCLUDE A PHOTO

People don’t buy lessons or commands: they buy into other people.  So let potential customers see and get to know you. 

If we are asking them to trust us, we have to let them know who we are.