Now, I’m willing to consider—perhaps—that this is true mostly for women, but guys, please play along. Here’s the question:
How many times have you gone out to buy something and then didn’t just because the sales person was a jerk? Or too pushy? Or too uninterested? Or too busy with someone else to even answer a freakin’ question?
Maybe you did buy something this time, but you’re never gonna go back.
It might not be the case if you’re shopping big box stores where the only thing that matters is the price.
But if you are looking for something special or slightly out of the ordinary, you might need some help making a choice… and that’s when the sale is all about the relationship.
And that is precisely what your About page is for.
It’s not a sales page or an opportunity to give more information about why your visitor should buy your product. This is the page to build relationship with your customers.
Personally, I don’t care if any given merchant loves dogs … unless I’m buying a dog product. I don’t care if they have kids … again, unless it’s important to the product. Similarly, I don’t need to see a list of all the degrees they ever got. (Years ago, I had a minister friend who said, “Well, thermometers have a lot of degrees, too. And you know where they stick some of them!”) Look, I want to know that my doctor has the appropriate degrees. But I don’t care how long it took him to get them. Or how many he has… as long as he listens when I talk and shows me some respect and compassion. And that, friends, is all about the relationship.
But in particular, because I’m looking to buy something (or even spend my time reading a website) then I want to know what the person behind the ideas stands for.
So when you’re thinking about what to put on your About page ask yourself a couple of questions.
- What do you stand for?
- Where is your passion for the information you share on your website?
Do you have other questions you think should be answered on an About page? Please share them in the comments area below.