Consumers today want to know who is behind a brand as much as what a brand offers.

Increased skepticism coupled with the impersonal nature of the Internet has led consumers to want to know more about their purchases, making an “About Me” or “About Us” page an integral part of a small business website.

Your “About” page is critical to strengthening your brand identity and creating a connection with prospective clients. It is often the second most viewed page on company websites and is prime real estate when it comes to showcasing you and your business. This is the place for you to “humanize” your visitors’ web browsing activity by providing them with insight into who you are and how you think. Only when a connection is made will a prospect become a client.

In a world where business is often conducted via email or on the phone, people want to get a feel for a company’s philosophy and the person behind the brand to make some sort of connection. After all, people do business with people they like.

The bottom line for any good “About” page is to show off your talents and prove that you are the answer to their problems. Depending on what business you are in, the tone of this page can run the gamut from personal, funny, and anecdotal to one with a more formal and factual tone. With that said, all “About” pages should answer these questions:

  1. Who are you?
  2. What do you do?
  3. How do your skills and experiences validate your particular expertise?
  4. Who are your clients?
  5. What are your clients’ (aka visitors’) problems or needs?
  6. How does your expertise align with their needs?
  7. What particular value do you provide?
  8. How can you be contacted?

This page is where you explain why you are better than your competitors, whether it’s experience, service, a particular skill, or a wide range of product offerings. Make it clear what makes you and your business special by weaving in success stories and past experiences.

This page should not mirror your resume. When was the last time you connected with someone after reading his resume? Tell a story, provide visitors with your background information in a show, rather than tell, format. If done properly, you will engage your visitors in a way that distinguishes you and makes you memorable.

Another important element to be included on this page is a close-up photograph taken by a professional photographer. This allows the reader to see you while they read your story. Whether you decide to wear a suit or show a more casual side, the photograph should provide the reader with a visual that says “you can trust me” and “I am approachable.”

Not everyone is a great writer, so don’t be afraid to hire an expert to help tell your story or proof read your work. A well-crafted story will keep visitors on your page and on your website. The longer they stay, the more likely they will be to press CONTACT instead of DELETE. Communicate your brand, connect with your visitors, and convert that prospect into a client.

Mary Rosenbaum is a Master Certified Personal Branding Strategist and Career Coach with over 25 years experience as an entrepreneur and career professional and 10 years in business and finance. Mary is a dynamic and passionate coach whose talent is empowering entrepreneurs and careerists to perform at their peak by gaining clarity and more effectively communicating and leveraging their value proposition. For more insight into her work visit her website at http://yourcareerbydesign.com or follow her on Twitter