Creating an About Page that Sells

How do you build the perfect about page? How do you create the about page that speaks to your customer, that reflects who you are, and that ultimately gets that customer to hook into your brand? That’s the whole point of an about page. The about page construction can be broken down into different steps.

Know Your Target Audience

Write your content after spending some time thinking about who your customer is. Where is that customer shopping? Who is that person? You need to know more than “my customer is very stylish, a woman between the ages of 20 and 45, makes $80,000 a year, and lives in New York City. That’s too vague, and it doesn’t mean anything. If you have such vague content on your website, customers are not going to relate to it. Chances are your customer won’t either. The about pages that ultimately speak to the customers are the ones that understand the customers’ lifestyle. What magazines are they reading? What type of vocabulary are they using? Who are those people you’re trying to sell to?

Develop Your Brand Identity

The tricky part is marrying who your customer is, or who you want your customer to be, with who you are. That’s taking customer demographic analysis and understanding that customer’s profile, and marrying that with who you are as a brand. What do you stand for? What is your vision? Where do you want your brand to be? That process of developing your brand identity can take some time.

Usually the best way is to start thinking about brand identity, and to really take a look at your garment, and what you’ve been creating. People will often start to think about their brand identity first, and then create garments. That’s a fantastic choice, because your brand becomes your umbrella. Then each of your collections and each of your seasons fall under that umbrella. Again, marrying your customer with your brand is tricky, so this process should take you a few weeks. That’s especially true at first, as you’re doing a lot of research, and taking a lot of notes.

Towards the end of this process, you’re going to start having writing sessions. You need to do some heavy writing about both your ideal customer, your brand, and your brand vision. After that, comes the editing. Here, you’re getting rid of loose words, loose context, and loose ideas that don’t contribute to writing a killer page.

Highlight Your Primary Selling Points

The goal for your about page is to really communicate to the customer in the voice that they want to hear, and you want to relate to them the value that your brand has. Not just what your brand is offering in general, but how will your customers feel when they engage with your brand? What is it that they can count on you for? Why would they want to shop with you? Is it because you’re made in U.S.A, or you’re organic, or you’re sourcing textiles and products internationally? How is that going to make the customer feel, and what club will the customer now be a part of? You need to start to marry those types of contexts and ideas.

Conceptualize the Layout

Once you have solid written content, it’s time to start thinking about the layout. What are the structure and the format that you need to be present? First, you need to have a killer photograph of yourself. In the biography shot, you’re also selling your product. Please wear your product if you have it. Again, your about page is also a selling page. A killer product shot with a photo of you is an ideal photo. Alongside with this bio of yourself and your brand, make sure that when you write about yourself and you write about who you are, you’re really keeping it very short. What people need to know is your intrinsic passion, and the value that you’re bringing to this brand.

What customers love to read are these amazing stories of architects who have become fashion designers, even people who are right out of college who have been inspired through their travels, or have been inspired through urban streetwear. You need to be inspired; if you’re not, you need to create something real fast, because if you’re not inspired by anything, they’re not going to feel a connection or be able to relate to you. In the short biography about yourself, talk about the brand, and what the customer is ultimately going to feel from that experience. If you can’t find a brand video, get in front of the camera. If you’re camera shy, we can find lots of interesting ways to get your story and your point across to your customer.

Industry Professionals Will Visit Your Site Too

Your customer isn’t the only one who’s looking at your about page. Potential wholesale buyers, editors, bloggers, stylists, and everyone else is looking at your about page. Your about page is your reason for creating connections. So in that about page, you’re not just talking to the customer who’s going to purchase, you’re also selling people on your value, and you’re selling people on who you are. Make sure all of your content is above the fold, as your customer needs to be shown everything upfront and center. Don’t make him or her scroll down. Keep it all really focused, tight, and above the fold of your website.

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