On your business website, be sure to tell your current and future customers and business partners about yourself.
This year, I’m sending low-key “cold emails” to businesses in my community to introduce myself and ask them if they have any copywriting projects I can help with. I like to make my emails as personal as possible, addressing them to a person and not the business. But, you know what? A lot of businesses do not talk about the owner/founder on their website or social media pages. These aren’t huge businesses, either.
This is a missed opportunity. Part of the appeal of shopping locally and patronizing small businesses is knowing the owner or employees—or at least knowing of them and their story. Now, a business owner can’t be friends with everyone, but telling your current and future customers about yourself will help them quickly see you and your business as an integral part of their community, and want to not only patronize your business, but to champion it, recommending it to friends, family, and neighbors. And, in my case, having a good “about” page will allow potential business partners to get to know you, your business, and reach out in the most helpful way possible.
Not sure what to write about yourself? It’s hard! How do you balance personal information with your credentials?
Here’s my quick rule: Establish your authority by explaining why you are the absolute best person to accomplish your business’s purpose.
Be sure to mention that purpose, too! Then, add a personal tidbit or two: family, pets, or hobbies will do just fine.
I’ve encountered some business owners that are afraid of appearing too small. A fear that is grounded in anecdotes of being passed up by potential clients because they were perceived to not have the capacity to complete the project. But, sometimes when the “about” page only tells about the company, it looks like a one-person business trying to appear larger than it actually is. (Which just may be what’s actually happening.) The solution? Try an owner/founder story. This is a win-win: you give your business a personal touch, but still appear professional, regardless of your size.
And, because I want to you to trust my advice, I have revisited my own “about” page here. Take a look and let me know what you think!
If you need help sorting out the details you should include in your business’s “about” page, please reach out. I’d love to help! Also, you can check out this post on writing about yourself.