Have you ever tried writing your autobiography? A full-fledged, step by step story of your life?
It's hard work!
Part of the problem is that most of us don't think we're all that interesting, or at least interesting enough to fill a few hundred pages. We forget small details, mix up the chronology of events, and even gloss over entire years. Most of us with average-sized egos have a tendency to minimize our own importance in the grand scheme of things.
What's more is that we dismiss memoirs as something only for 'important people', actors and athletes and musicians and politicians who talk about their days in the limelight. We keep an interest in their stories, while somehow minimizing our own.
The problem is that when we fail to acknowledge the importance of our own stories, we do ourselves a huge disservice, especially as business owners.
As a business owner, you always have a story to tell. Remember the fact that you took a risk, and likely several, that most people will never summon the courage to try. You've gone out on a limb, perhaps even leaving behind a stable career or steady paycheck, and put some serious sweat equity into building your enterprise. You persevered, even when outside doubters told you that it couldn't be done.
If you're a small business owner, then you almost certainly have some very real 'skin in the game'. You know what the consequences of failure would be, whether the financial implications or the risk of public humiliation, and yet you press on because you know that your product or service is something that the market so sorely needs.
As a business owner, the story of your business is a HUGE part of your story. It's where you've invested so much of your time and energy, and where a huge part of your focus lies. In short - it's your 'why'.
When it comes to your website, your 'why' is often a great fit your your About Us page. It's traditionally where a lot of businesses post their mission/vision/values statements, but really they're all connected. Your 'why' is really the heart of what you're all about, and it's what's going to make you and your business stand out from the crowd.
Keep this in mind when you're crafting your 'about us' page. Unless the only people reading your website are fellow industry insiders, there's no reason to overcomplicate things. Rather your 'About Us' page (sometimes 'About Me' if you are the core focus of the business) should use your why to explain clearly to readers who you are and what you do.
Last tip: when you're writing your biography for your 'About Us' page (or a short memoir, if you will), let your reader in a little bit. If you have a passion for something, show it off. Readers don't need to know every single detail of your life, but it is familiar to know that there is a dynamic person behind that business, and someone who is truly out to help.
If you're still at a loss as to how to write your page, send me an email. I regularly help clients rework their 'About Us' pages, or improve their web bios because I'm able to come in with an outside perspective on their story that they can't always see clearly. So if you're not sure what it is that makes you unique, let's work together so that I can help you find it. Contact me to set up a consultation.