When we find handmade products that we want to buy online, we typically don't proceed directly to the checkout. The next stop after browsing is typically the vendor's profile or "about" page: Who are they? Where do they get their ideas? Can they be trusted to fulfill the order?
Writing a compelling, convincing about page can help seal (or squash) the deal.
If you want to sell your craft, art or photography steadily, you will want to give people insight into who you are, your background, achievements and especially your work.
I often come across vendor profile pages that are left blank or about pages that were put together without much thought. So, along with a few great bloggers, I've compiled a list of the top 10 things you should include in your about page to improve your sales and success.
1. Me, myself and I: Writing in the first person (using me, I) will grab your visitors. To really capitvate the people interested in knowing more about YOU, speak to them AS you.
2. State your business, please: A tip from Tara Gentile, editor of Scoutie Girl: "A great about page includes your mission as a business or individual. Your mission should identify what you do, who your site or business is aimed at, and how those people will benefit from your brand. Your mission should also share your unique perspective, what sets you apart from the crowd."
3. You have a horn, so toot it: Note your achievements and accomplishments. If you were featured on a website, have your work in dozens of stores or have a professional designation relevant to your business, say so! People will instantly note that information and your products will become much more appealing to them.
4. Long, medium or short? Adapt the length of your bio to your selling venue:
- If you are selling with an online marketplace such as Etsy or Artfire, you want to keep it fairly short because the text can't be broken up with photos and other visuals.
- If you are writing a bio for your blog or website, you can make it longer and more detailed, but it's a good idea to include some visuals to keep it flowing well.
5. Wear your art on your sleeve: Heather Allard, a baby product inventor and creator of The Mogul Mom says: "If you're a designer or sell products of any kind, your About page offers a great opportunity to connect with visitors on a more personal level and share the story behind the products, what inspired you to create them. It's also another chance to educate them on the features and benefits of the product and how it'll help them."
6. Show people around: Include links to places you'd like readers to visit. For instance, if you'd like someone to join your mailing list or follow you on Twitter, make it easy by ensuring you have hyperlinks set up so they can quickly click and oblige.
7. Let your light shine: Be Positive. Your about page is a huge factor in your business success, so be sure to stay upbeat and inspiring. You want to avoid sounding unsure of yourself, because that will make people unsure about buying from you.
8. Say Cheese: "Include a fun photo. Set up a tripod or ask a family member to help, and take several shots of yourself. Remember that a genuine smile attracts the eye, and if you look like you're having fun, your readers will be drawn to your positive energy."
Tip from Justine: Remember the three C's when using a shot of yourself: clear, current and captivating.
9. Do you prefer running or sleeping? "Be personable. Visitors read your about page to get to know you, so be honest and candid. List any hobbies that pertain to your site, mention your family, or any other details that help your readers feel more connected to you."
10. Be available: "Provide a way for your readers to contact you. Make it easy for them to contact you by email or by using a contact form. I love Wufoo's free contact forms that you can embed in your site."
But, it's not all about us. Share your tips and tricks for writing an about page!
Justine Smith is an Etsy success story who used her experience selling online and turned it into a full-time wholesale business. Her real passion is helping handmade sellers find success marketing their craft products. She offers tips on advertising, branding, social media and growth via email through her blog Handmade Marketer.
Main photo courtesy of Marco Arment.