How can I trust you when I don’t know who you are?
When you land on a website you have no idea who is behind it. As you look around you start asking yourself ‘is it an individual, company or
These are the questions you must address on the ‘About Us’ or ‘About Me’ page.
Tip #1 – Make it Conversational and Personal
There is an old saying that is drummed into
The About page should be used to build rapport by being open, personal and engaging
Tip #2 – What is the Site About?
It might seem obvious to you what your site is about, but you should spell it out for your visitors.
“Hi, I’m Peter Malone. Since my
Tip #3 – Who Is It Written For?
If you know who your target audience
“Our regular visitors include everyone from church organ designers, manufacturers and service engineers, to teenage musicians discovering these wonderful instruments for the first time. We have hobbyists,
Tip #4 - Answer WIIFM
Above all visitors want to know ‘what’s in it for me’ or WIIFM.
What will they gain from staying on your
“If you are looking for information about church organs you can stop your search now.
ChurchOrganReview.com will provide all the information you need in an easy to consume format. You can listen to organ music, ask experts your questions and share your thoughts with other enthusiasts. It’s quick, easy and fun to learn lots of things you never knew before!.”
Tip #5 – Why Should Visitors Listen to You?
Once you have told visitors what the site is about it is time to tell them about yourself – remember ‘people buy people’.
Don’t be shy. This is the place to blow your own trumpet!
A good starting point is to look for short biographies on
Your bio has similar goals – build trust and persuade people to stay on your site.
Mention everything that is relevant:
• Where your interest started
• How long you have been involved with your subject
• Books or articles you have written
• Events you have spoken out
• Any other claims to fame?
Tip #6 – Upfront and Personal
Only you will know how personal you want to get, but opening up your kimono a bit can go along way towards building a relationship with your audience.
This can be sharing information about where you live, your family and friends. It could cover hardships and challenges you have endured and conquered to get where you are today. Or simple things like
Tip #7 – Don’t Alienate Your Audience
Be careful in the personal information you give that you don’t alienate potential readers over things that have nothing to do with your website subject.
For example, if you are active Republican but write a website about church organs, why mention it if it could drive Democrat visitors away.
Tip #8 – Have a Photo
More than any description a photo will bring you alive in the mind of your visitor.
If in your website you refer to where you live, your local countryside, your office or any other place, bring it alive with a photo.
Tip #9 – Contact Details
Towards the end of the About
If they have taken the trouble of visiting your site and then reading about you, they have qualified themselves in as potential customers. Allow them to complete their due diligence by dropping you an email or even giving you a call. This small step can often be the difference between them leaving and never coming back or becoming a lifelong supporter.
Tip #10 – Give Credit, Where Credit is Due
If there are other people involved in your website including designers, writers, photographers, etc acknowledge their contribution.
And one more for luck
Extra Tip – Encourage Them to Buy Something!
Many web ‘experts’ say don’t sell stuff from your ‘About’ page. It reduces the trust.
I completely disagree …and this is why.
Very often visitors to your About page have already decided they want to buy whatever you are selling. This could be a membership subscription, a product or service, a download or advertising space. They just need to convince themselves that you will deliver what your website is promising.
If your About page is written well it will provide this reassurance and by the time they reach the
Some good ‘About’ pages:
The About Us page on many websites is an
This single page can be the difference between success and failure.
Online success is based on building trust. Trust is built between people. Your ‘About’ page is your best opportunity to
Write it carefully and use it wisely.