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When it comes to your business, you have a group of people who are loyal customers to your business. Of course, on the other hand, there is also a group of people who will never be your customers because they just are not a good fit for you. In the middle of this, however, is a group of people who are not sure whether they want to buy what you are selling. They are on the fence. Your About page can make all of the difference. Your About page is the foundation of your website in many ways.
Lots of Competition
The chances are great that you have a great deal of professional competition. That is not a bad thing at all. However, you need to have an edge that will make you stand out among your competitors. From the outside, your competitors may seem as though they offer exactly the same products and/or services that you do for less money. However, what those people don't realize is that they are not actually comparing apples to apples.
Your About page, if done correctly, will express your human side and that is exactly what your prospective customers will respond to. If they understand that you are human, they can relate to you as one human being to another and what you share with them will resonate. It is important to keep in mind that even if you have a visually stunning website (or some other aspect of your Web presence), if you don't have content that touches the other person in your About page, you may not make the kind of progress that you are hoping to make. Of course, the look and feel of your website is extremely important for your business but it is not the only thing that matters.
What Should Happen When a New Person Lands on Your About Page
When a person ends up on your About page, the concept of WIIFM (What's In It For Me?) must be crystal clear to him or her. That means that no matter how amazing you and your business are, if you can't solve the other person's problem, you won't get anywhere. Of course, you want your website to attract other people but that is second to being able to solve the other person's problems. Writing that content may be more challenging than you expected. You can convey a great deal with your About page content. This is really where you can make your human qualities shine. This is one of the main places in which you build credibility, trustworthiness, and your position as a subject-matter expert. It is where you begin a solid relationship with the other person. The content on your About page can potentially convince people who are on the fence that you are the one whom they should hire (or buy from). When considering how you want to write the content of your About page, a few important concepts should be considered.
The fact is that even though we are in a digital, technologically advanced society, the bottom line is that you need to relate to the other person in a human/emotional way in order to build your relationship together. The About page is one place where this works extremely effectively. Your About page explains who you are, the focus of your blog, and it give the other person a way to connect with you. Those are all critical to your success.
Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has over 25 years of experience in IT and web technologies. Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company's Intranet capabilities, which accelerated gains in business productivity. He also reduced company travel and travel costs by introducing and implementing various collaboration technologies.
His expertise includes business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.
Mr. Cohn earned a Master's degree in project management from George Washington University in Washington, DC; and a Master's degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.
Mr. Cohn is a member of the Institute of Electrical and Electronics Engineers (IEEE).