Tips for the Anonymous Product Builders About Page

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This is a pet peeve of mine. Being a visible player in the WooCommerce (and WordPress) space, I am inundated with requests to take a look at new and existing plugins and extensions. I also keep my eye on what’s happening out there.  Often this all happens on social media. But regardless of the quality of the product, there is one thing that bugs me.

Who are you?

This has happened a lot of times to me. And it happened again, so it’s fresh in my mind. a month or so ago. I was on Twitter, saw a Woo plugin that I have never heard of and I clicked through to the site. Typically, I do two things. I glance at what the extension does, then I find out who created it. I look for the about page.

But as so often happens, there is nothing about the person, team or business behind it. Now I understand that a lot of developers are introverts. And sometimes writing about themselves can be challenging, but yet…

Absolutely nothing.

Where is the online authenticity?

Guess what people? I am not going to use— or buy— your product out of the blue. even if I really need it. Unless you tell me who the heck you are.

In that last example, I did a bit more investigation and in a roundabout way figured out it was the person who had originally tweeted it. But he didn’t make it easy.

And it didn’t change my mind about using it. Sorry.

And not too long ago I saw a different tweet. There was no link for a handle to the plugin’s Twitter page. Lo and behold, in the description, I found who created it. Following through to the site I was kept in the dark there with little information.

I cannot say if other people are like me or not. But I can only wonder if there is some specific reason you don’t want to let me know you are behind this plugin? Do you really think I will snag it up without any proof of credibility? And I’m not talking an about page that says something like:

We are a dedicated team of WooCommerce developers who really understand your needs and wanted to give you a solution that would make your life easier.

Well, blah, blah, blah.

About pages are important. Otherwise, in the whole scheme of things,  you are just another speck of dust in the cosmic universe. So, please tell me, who are you . It will certainly help you and just may put a few more bucks in your pocket and build that needed trust.

5 Tips to Boost Your About Page

It will take time and thought, but it will pay off in the end.

1. That first paragraph is so important.

In copywriting, this is called big idea. You lead with this because it is your most important stuff, the reason your shop exists.  Include only what is relevant. How do you decide what is relevant, you say?

Go back to the big idea.

Who are you? Why are they selling these services or products? If products, what credibility do you bring to the table? This could even be a short backstory. Story-telling is great (see #5).

What it leads with will be what your potential customers or clients remember most about the people behind the product or service. Make it count.

2. Carefully consider 1st person vs 3rd person

Even the experts disagree on this one. Just remember this rule: 3rd person (talking about the client as if they were another person ( Bob…  he…) is more formal and puts distance between you and your customer. (Picture your visitor reading a book about them (3rd person) vs sitting down on the couch to chat with them (1st person.)

First person (I this…I that) brings you closer to your customer and just feels more cozy.

The decision is yours. On smaller sites, I tend to favor first person because the very nature of who runs it is personal. And we usually get a peek at the person and get to hear their unique voice.

Weigh the size of your team or staff and who you are introducing to determine which is the best route for yourself.

3. Flex the ratio of personal to professional

Many bios keep with the 80-20 rule (80 percent focusing on business and 20 percent fun, personal things). But keep in mind that your site and what you sell should be in some way be reflected in that bio.

There are many facets to the personal side of you. Pull the ones that make sense as a good fit for your offerings. Don’t ramble or throw in unrelated facts about yourself.

In the end, rules are meant to be broken is they work.

4. It’s about what you are selling

Remember to never sway from your main purpose. And that is your products or services. The balance between what people want to know about you and their interest in buying something from you is a fine line. Don’t muddy it.

5. Tell your story

A brief look into the back-story is perfect for the about page. That way it can be further expounded on in other mediums such as their blog, video and social channels.

6. Most importantly, stress the fact how easy it should be for someone to contact them

You know this as a builder. It comes second nature. But again, we don’t always practice what we preach. Just make sure they can connect with you at the opportune time.

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