So Suzy, you might ask, why are you currently using a knock-off computer charger that gets worryingly warm after approximately 30 minutes of use?
(No, it hasn’t started smoking yet, thanks for asking. I would definitely throw it out if it started emitting smoke. Probably…)
Well, the answer’s simple.
Because I dropped my original, cool-as-a-refrigerated-Apple computer charger in a half-drunk cup of coffee.
And then let it soak there.
For around an hour.
In my defense, it was only the very end of the computer charger that received this spa-like soaking. You know that funny metal bit at the end of the cord, which you attach to/plug into your computer?
Yes, that was what dived into the coffee.
And so ever since then, my once-sturdy, original charger hasn’t worked that well. Or at all, if we’re being blunt about it.
Consequently, I’ve been forced to resort to using some knock-off thing that my husband bought online a few months ago to charge my laptop instead.
(What’s that you say? Why don’t you visit the Apple store a few blocks away from your apartment and buy yourself a proper, safety-approved replacement charger, Suzy? That sounds like a logical solution, I agree. But who among us has the time to do that? As long as I don’t leave this thing plugged-in while unattended, I’m sure it’ll be FINE…)
(Yes, I have watched the episode of “This is Us” with the ancient, expired-safety-certificate slow cooker. Yes, I did learn something from it, honest.)
But anyway, the reason I brought this entire saga up is because my old, high-functioning charger perished on the day that I wrote my business website’s About page.
Now, given that I’m someone who crafts About pages for other people very regularly, I thought that writing my own would come fairly intuitively.
I hoped that everything I wanted to share there would stream from my mind to my keyboard to my computer screen in an easy, pleasant flow.
As you’ve probably guessed by now, that wasn’t exactly what happened.
In fact, I was concentrating so intently as I wrote and re-wrote and then tweaked my copy some more that I wasn’t paying attention as the end of my charger gently slipped off the side of the couch and dropped unexpectedly into –
Well, we both know where it landed.
My point (I promise that I have one!) is that the emotions and hesitations around how we present ourselves (and our companies) to the world on our About page can make that part of our website an especially tough nut to crack.
But – as you should have gathered from my earlier post Why your business needs a good About page (and how to create one) – your About page isn’t actually all about YOU.
(Just watch this song by the early 2000s-era British boyband McFly and insert the word “NOT” into the first line of the chorus to really drill this home to yourself. And please do appreciate their hairstyles while you’re at it…)
Basically, your About page should convey how what you provide aligns with what your target audience wants or needs (even if they’re not admitting to themselves that they need it yet).
And as people ultimately make purchasing decisions in ways that are influenced by emotion, not just logic, this page of your website also needs to showcase:
– Your enthusiasm for what you do.
Note that I didn’t say your qualifications. Those can certainly help, but anyone in your industry could have the same qualifications as you do, or possibly even better ones.
Rather, it’s your genuine (note my use of the word genuine here, you can’t fake this!) passion, values and deep understanding of what your target audience actually wants that will help your readers truly feel a sense of connection with you.
– Your company’s mission/sense of purpose/big WHY behind what you do.
Because most of us love to hear about exciting goals and visions, companies behaving in ways that are attentive to our needs, and businesspeople who aren’t only in it for the money.
Basically, we like feeling as if other people understand us.
Which means that it’s not so much the nuts-and-bolts of HOW you do what you do that’ll be interesting to your readers, but the big WHY that motivates you and WHAT you intend to make happen for them that’ll be most likely to spark their enthusiasm.
– A feeling of promise about their future to potential customers.
“YES, this company has the products/services that are finally going to help me out! They seem to really understand what I’m looking for! And they come across as pretty great, too – I think they might be my kind of people.”
That’s the sort of thing that you want to be passing through your readers’ minds as they peruse your About page.
Because your About page is just as much about the future that you could make real for your reader as it is about your – or your company’s – past.
Not sure if you’re hitting everything on this list?
Head on over to Inspiring prompts to help you create an amazing business About page to get unstuck.
On the other hand, if you’re feeling pretty good about what you want to say and are just considering making a few tweaks to your website, take a look at the following articles on how to organize your About page for maximum effectiveness:
- 3 things you definitely need to include on your Business About page
- Three engaging ways to open your company’s About Page
- How to organize your About page in a way that makes sense
Questions? A-ha moments? Cries for help? Shouts of triumph? Post ’em below and I’ll reply!