Why Your “About Me” Page Isn’t Really About You

its-not-you-its-meThe first thing you need to understand when writing the “About Me” or “About Us” page for your company is that it’s not really just about you.

Wait. . . what?

Yes, I’m serious.

Your “About Me” page is actually supposed to be about your customer.

Your customer came to your website to find out if you can help her with a problem she’s having. While she’s reading about your business, she’s actually thinking about herself. “Is this the right business? Can they solve my problem?”

Before you start telling the tale about how your business was founded or how many square feet of warehouse space you own, the first thing you need to do is jot down the problems your customer is facing. What are her pain points? Why is she seeking a business like yours at all?

Once you have that list of pain points, THEN start writing how you can make it all better.

Let’s use a professional carpet cleaning business as our example and call it ABC Carpet Cleaning.

Now let’s invent a customer: Mrs. Jones.

Mrs. Jones is in her late 30s and lives in a nice house in the suburb town of Happyville. She has been looking at her carpet lately and is thinking of hiring someone to come in and clean it. She has a cat that has the occasional hairball and two kids who aren’t good about taking off their shoes.

She’s tired of feeling embarrassed about the state of her carpet when company comes over. Although she wants someone to clean the carpet, she’s a little wary of having strangers in her house. And since she has a family, she’s concerned about what chemicals might be used to get it clean.

To top it off, Mrs. Jones and her husband work full-time, so their schedule is a bit hectic.

When you list out her pain points, you might jot down something like this:

  • Embarrassed about dirty carpet
  • Concerned about chemicals
  • Worried about strangers in the house
  • Stressed about time

Note: I’m intentionally leaving out price as a concern or pain point. You can address pricing with your client later. When it comes to your ‘About Me’ page, the goal is to create value, which is completely separate from price.

Now let’s start solving those pain points. Jot down how you can solve each one. Your notes might look like the bullet points I’ve created below.

Embarrassed about dirty carpet.

  • We can clean it!
  • Make it look like new again
  • Feel proud about your house

Concerned about chemicals.

  • Powerful cleaning formulas
  • Safe for use around people and pets
  • Everything is thoroughly extracted
  • Our stuff works and gets rid of the dirt!

Worried about strangers in the house.

  • Highly trained team
  • Professional
  • 15 years of experience
  • We’re local
  • Bonded and insured
  • We can provide references or testimonials

Stressed about time. 

  • Fast and efficient
  • Flexible scheduling
  • Saturday/weekend hours

Now hire a brilliant writer like me to put it all together for you:

ABC Carpet Cleaning can help restore that like-new look of your carpet so you can feel proud about the appearance of your home again. 

We use cleaning formulas that are tough on dirt, but safe to use around people, kids, and pets. After applying pre-conditioner to your carpet, we use a professional extraction system to completely flush out and extract all traces of cleaning solution, and, most importantly, the dirt! Your carpet is left feeling soft and fluffy, but most importantly, CLEAN!

We offer flexible scheduling options and weekend hours to meet the needs of the busiest customer. Our process is fast and efficient, ensuring your carpet gets clean and dries quickly so you can begin enjoying it as soon as possible.

Our highly trained professionals have over 15 years of experience serving customers in Happyville and the surrounding neighborhoods. We’re bonded and insured.

This method of content creation works for more than just your “About Me” page. You can use this same approach to create all sorts of content, including sales letters, brochures, product descriptions, and more.

Need help writing content for your website?

Fill out the Contact Me form on this site and tell me about your project. I’d love to help you write some killer copy to keep your readers informed and engaged.

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