Sure, it’s necessary to let potential customers know something about you, which is why we have “About Us” pages. But how much do you need to dwell on yourself?
Adam Kreitman at The Daily Egg recommends being more focused on what the customer wants and needs from you. To accomplish this, he suggests an “About You” page as a better use of your potential client’s attention span:
There are a few main benefits an About You page provides.
1. It ensures at least one page of your website has copy that puts the focus right where it should be…on your customers!
2. The process of writing an About You page for your site forces you to think about who the ideal client for your business really is. Many small business owners, especially those just starting out, try to be everything to everybody. That often results in you wasting time chasing bad leads as well as servicing clients that can suck the life out of you and your business.
Writing copy for your About You page helps you clarify exactly the kind of client you’re looking to attract. You know, the ones that if you had 10 or 20 or 100 of, you’d be on Cloud 9.
(And even if you don’t want an About You page on your website, going through the process of writing out a profile of your ideal client is still a very worthwhile task!)
3. Prospects who aren’t a good fit for your business can disqualify themselves. When a prospect gets to that About You page, it should be crystal clear whether or not your business is a good fit for them. And if it’s not, they can move on, saving both of you the time of figuring that out later.
4. There’s a powerful psychological aspect to having an About You page on your website. When that ideal prospect comes to your site, you want them screaming out loud “Yes, that’s me!” when they read your About You page. You want to make them feel like that page is speaking directly to them and you understand them perfectly.
When you can give someone a feeling of excitement that they’ve found their Mothership, you’ve got a great shot of landing yourself a new client!
5. It makes you stand out from the crowd. I did exhaustive research (i.e. a few Google searches) and few websites have an About You page. In a web full of sites with the same Home, Products, Services, About Us, Contact Us, etc. options in the nav bar, the About You page is a great way to be different and set yourself apart from the competition.