You’re proud of your business, right? You’ve worked hard to learn what you know, create what you have created, build the business you have now. I know you’re proud of it, or you wouldn’t still be doing it. So let me ask you, why are you hiding?

Time and time again, I visit the websites of different businesses, and probably 8 times out of 10, I can’t find out who the person is behind the business. I visit the “about us” page, and it’s impersonal, it’s cryptic almost. It’s impossible to know just who the person is behind the brand name that I know nothing (and importantly, feel nothing) about.

I’ve spoken before about making your “about us” page work, and linking it in to who your clients are, but these pages aren’t even doing that.

I’m not saying that I want to know when you were born, how many siblings you have, and how many times you changed primary school- but as a potential customer, I do want to know who it is that my purchase is supporting.

Why are you hiding? Your other potential new customers and clients want to know who are you as well. Why? Because if I wanted to shop from a big, impersonal faceless company, I would. But I shop with smaller, independent businesses like yours, because that’s important to me. And I want to know who you are.

Your about us page can become a powerful tool in developing and nurturing rapport with complete strangers you have never met before.

It gives you the chance to share a story that you know will connect and resonate with your ideal client. It’s gives us, the prospect, a chance to work out whether or not this particular business understands our needs right now.

To work at it’s most effective, your “about us” page should tell me who you are, why you can help me (your story), and how buying from you is going to make my life better.

Some put up a mission statement, or they go on about their values, but if you focus on your clients, and how you are going to make their life better, it becomes something really powerful.

Your about us page is not just another template page that you need to complete. In terms of developing a lasting relationship with your prospects, and create loyal, returning clients, it’s one of the most important pages on your website.

If nothing else, it’s about respecting the potential client. It’s about being proud enough about what you do to put your name to it.

It’s time to stop hiding and show me who you are, and how much you really care about me, your potential customer.

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Written by Anita Marchesani
I've come to small business the long way round- but enjoyed and learned from every single step. I learned about the power of Media during a BA and while working in Film&TV. I learned about the hard graft while groom for an international eventer in the UK. I learned organisation and staff management from running hundreds of weddings both here and in the UK. I learned from the mistakes of my first business that failed, to create an e-commerce success story, and now I'm here to help you have even greater success in your business. Oh, and I dance to really loud music like a crazy bastard.