Your website’s ‘About’ page — and your Etsy Profile, for that matter — is an essential way to reach out to your readers, begin a relationship with new visitors, and take the first steps to turn potential customers into satisfied buyers.
Did you know?
Your About page is the most frequently visited page on your website. As such, it’s often your first opportunity to connect with your customers and tell them your story.
Visitors to your blog or shop want to know right away what your site has to offer them. Your reader asks, “What is this site about?” And your About page answers.
Your About page should provide necessary background information about your blog or shop. It should give your readers insight into your unique perspective as a creative craftsperson. It should persuade the reader of your site’s value. And, it should tell the reader your credentials as an artist and author.
What’s more, your About page should offer your reader compelling reasons to do what you want them to do, whether it’s to:
- – become a loyal reader of your blog.
- – subscribe to your monthly email newsletter.
- – or, purchase an item from your shop.
Give the people what they want.
Readers and shoppers click on your Profile link because they have questions. They want to know two things:
- – Who are you?
- – and, Can I trust you?
The best About pages pay attention to the reader’s needs, and connect with them on a personal level. Convey important facts clearly and concisely, but resist the temptation to be bland. You are an actual human (thank goodness!) and your About page should reflect that. Treat your profile as an opportunity for engaging storytelling.
What I mean is this: don’t put your readers to sleep! It’s so disconcerting to browse an online shop full of quirky, cute items and then be bored to death by an About page that reads like it was written by a robot. Instead, write your About page in a natural, friendly, confident voice. If it helps, imagine you are writing an introductory email to your ideal customer — that one special customer who buys every new product you release, who can’t get enough of what you have to say, and who leaves comments on all of your blog posts.
What are your visitors dying to know?
Hit a writing roadblock? Try putting yourself in the shoes of your audience. Think: What do your readers need and want from your about page?
Well, your first-time visitors want to learn what benefits your website can offer them.
- Do you offer weekly knitting tutorials on your website?
- Is your shop the only shop to offer handmade soy candles scented with home-grown, organic lavender?
- Do you catalog your creative process and take pictures of your Works in Progress to post online?
In other words, what is your USP — the remarkable benefit that only you can offer?
Then again, your loyal readers might be more interested in finding out more about you — the writer behind the blog, or the artist behind the shop. What is your story? How did you get to where you are today? Your About page is your chance to let your engaging personalty shine through.
And don’t forget — your readers are also your potential customers. It is crucial to tell this important group of visitors why they should purchase from you, and why they can trust you to deliver a quality product. Clear, confident, user-focused communication goes a long way toward establishing credibility and trust.
The best About pages anticipate and satisfy the needs of each group of visitors.
Make it easy to find.
Once you know what information your visitors want, make it easy for them to find. If I have a question about your blog or your shop, it should take me less than two clicks of the mouse to find the answer.
So, on your About Page, feature a blurb about your site first, and then a short bio about you. Don’t forget to display your contact info prominently, too. This might mean your email address — or it might mean your phone number and physical location. Also, consider adding a contact form to your About page, like those available free from Wufoo. Finally, make sure to include links to your Twitter account, your Facebook fan page, your Etsy shop, and your WordPress blog.
Next Step: Interview Yourself
Now it’s time to get down to work. Here are some questions to get you started building a better About page. First we talk about your business, then we talk about you.
1. What do you do? What does your shop/site offer?
2. Why do you do it? From where do you draw your passion and inspiration?
3. Who are your customers? What kind of people would need or want what you offer?
4. What sets your shop/site apart? Why should I buy from you instead of the other guys?
Now that readers have an idea of what you offer, they might be interested in learning more about you.
5. In what ways have you engaged with your chosen medium, and for how long? What experience do you have as an artist/author?
6. Have you received formal recognition for your talents? Have you been published? Received an award?
7. What’s next for you? What’s the big plan? How will you grow as an artist/writer?
8. Tell me a little about yourself. What are your other interests and hobbies? Where do you live, and with whom?
This is your chance to connect with customers on a personal level.
Provide a concise and compelling answer to each of these questions and you will be well on your way to a killer About page. Do you have any other tips? What did I forget to mention? Please share your ideas in the comments!
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