There’s been some talk lately about how difficult it is to write an About page for a business website. I think that’s because it forces entrepreneurs and small business owners to take a good, long look at their motivations for starting their business, and to find ways to connect their motivations and love for what they do, to their audiences. Not an easy task!
The About page isn’t about your 25 college degrees, where you met your husband (unless it’s related to your business) or what you like to do in your spare time, it’s about finding that sweet spot in your story that connects to the sweet spot in your audience’s story. It says, gee, we have some stuff in common–not necessarily personal stuff, but the stuff that makes us human such as wanting to make a difference in the world, the belief in nurturing yourself, the belief in the importance of community and in sustaining positive, lasting friendships, and the shared love for people and things that create more beauty in the world.
So here are 5 miracle cures that should help you end your About page blues and say hello to your rock-this-About-page self:
A-Include one AMAZING thing people didn’t know about you.
B-BUILD a bridge between you and your audience.
O-OPEN yourself up to speaking honestly and passionately about why you started your business.
U-Go to where your audience hangs out to better UNDERSTAND them–their values, hopes and dreams.
T-Hire a TERRIFIC copywriter** to work with you on writing crisp and sparing prose that captures the very essence of your business–and you, of course.
**That would be me!!
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