Take a moment and think about the last time you visited a website.
Yes, you checked the services offered, pricing and read a few blogs posts. But likely the next page you read was the About Me page and there is where you decided whether the business seemed credible enough to do business with, had a real mission, or even had a real person behind the scenes that knew what they were talking about.
So it’s very important to put your best face forward on this page and keep it current and updated with the most recent information.
But what kind of information should be included on the About Me page and how should it be presented? What tone should be taken? Is it okay to get personal or should we keep the page as professional sounding as possible lest we turn off a potential customer? If we choose the personal route, what should we share with our audience? Is it possible to create an About Me page that’s personal and professional at the same time?
Consider the following two suggestions:
Think Authentic, Rather than Personal. Authentic is a much better word for getting personal on an About Me page. It means you are genuine, allows the writer to inform the reader about their expertise but with personality and is wonderfully convincing. I have seen pages where the writer attempted to get personal by sharing how they were fired from several jobs before finally starting their own business.
Too personal – while I can relate to an unhappy workplace, the thought of working with someone who cannot hold a job is not my idea of what I want in a new business partner. However someone who presents their professional journey as the learning adventure that brought them to their current business is another story and is more believable, acceptable and yes, authentic.
Highlight Experience to Address Client Needs. Potential clients do want to know about your experience and that you can deliver on your promises. But what would be more attractive to you as a potential client? A long list of experience that resembles a resume or that experience described in a way that addressed your needs? For example, an event planner could simply lists the meeting types and attendee numbers she’s handled and that’s fantastic if I’m just looking for an event planner to coordinate a meeting.
However if I’m a client or customer focused type of company holding an event for shareholders, partners, or to woo new clients, and I need an event registration partner, would I choose the planner who lists experience that includes registration coordination or the planner that describes the type of registration area she will create for her client?
How convincing does it sound to say “our firm offers registration coordination” versus “our firm is committed to creating a customer focused registration process”? Which firm is clear about your needs and what their focus will be at your registration table where your customers will have their first onsite event impression? Weave your professional experience into a story that address the needs and wants of your clients and the business will follow.
The About Me page can be the start or the end of a potential client relationship if clients view your page and know less about you than when they started. When you differentiate yourself, potential clients and customers feel that you understand their needs and they will be motivated to make contact about your services.
Keep it authentic, resist the urge to simply list experience, describe the type of services you offer with the client’s needs in mind and you will be well on your way to connecting with potential clients and growing a successful business.