About Page Advice: Hire a Pro
by Holly Jackson
Holly Jackson is a online copywriter and lingerie columnist. She can be found blogging at her website http://www.thefullfiguredchest.com or on working on her goal of filling up an entire closet with lingerie on Twitter @fullfigurechest.
I’m going to start today with something you don’t hear incredibly frequently: lingerie brands very rarely have about pages that are great. The “About” section of lingerie brand’s websites tend to run the gamut from boring corporate-speak to flatly offensive, even if the offense isn’t intentional.
Marketing lingerie online can be tough, especially now that your website is usually the first place a customer or potential stockist will make contact with your branding. You have to use your website to do multiple things at once, lest a bored internet audience quickly clicks away. A great “About Page” should accomplish all of the following things at once:
- Tell your story in an entertaining and emotional way.
- Avoid any problematic wording or politically incorrect attitudes.
- Provide great SEO benefits to help your brand rise in the search rankings.
- Make customers feel compelled to learn more about your brand
Above: Elila’s About Page.
“Imagine sitting down with someone you were going to hire and having them ask you what a bra was. You wouldn’t hire them, right?”
If that all seems really overwhelming, well – it kind of is. I usually spend my columns focusing on do it yourself tips, but today I’m going to give you my best advice regarding “About Pages: please hire a professional to do it instead.
If you don’t believe me, I’ve got some arguments and examples that may convince you.
1. The internet is a constantly evolving minefield of ways to offend and put off potential buyers.
As a columnist and a lingerie copywriter, I see all sides of this. I see bloggers who read an about page and then refuse to work with a brand based on the way they tell their story. I see customers turned off by inadvertently ‘creepy’ copy. I see pages where companies haven’t changed them in years, where the terms they once used without issue have now become problematic. You don’t want to be caught up in any of these examples, but you’re all spending all of your time making or selling lingerie! Creating great products and selling them is your business: keeping up with all of this stuff is mine.
Above: Dominique Intimate Apparel’s About Page.
2. Generic “About Pages” don’t speak to anyone. When websites don’t speak to them, internet users immediately click away.
One common way to avoid all of the potential issues in the first tip is to create the blandest and most in-offensive page possible. Which also presents a major problem in an era where internet users have the attention span of a gerbil and will click away from your page in 6 seconds or less. Even if you are a corporation, potential customers and stockists don’t want you to sound like one. In an era of internet shopping and marketing, buyers are used to having a personal connection with the businesses they buy from. With all of the choice in this world, personal connections can be the final push that convinces a buy to go with you over your competitor. A personality-free about page won’t convince anyone that you are their best bet. You won’t offend anyone, but you won’t convert anyone either.
Above: the Muse Lingerie’s About Page.
“With all of the choice in this world, personal connections can be the final push that convinces a buy to go with you over your competitor.”
3. Your story should be told professionally, but also emotionally and with some heart.
As cliche as it sounds, every company has a story. I’d argue that every company has a compelling story, if you tell it the right way. A professional can not only tell your story in the right way, but they can help you find it as well. When I work with clients, I do more than write a given number of words. I interview key employees. I talk to people about how their business started. I ask them how they felt when the business was new, or what they wanted their lives to be like in 20 years. I pull out enough information to make the story both true and entertaining, all while staying within the accepted lines of professional communication.
Above: the Giving Bride’s About Page.
4. Search engine optimization is still important.
Google and other search engines change their algorithms constantly, which makes it even more important to hire a professional who can both write and keep up with the “math” of search engine optimization. Imagine doing a mad-lib and then merging it with an algebraic equation: that’s pretty much how writing real content with search engine optimization feels most of the time. Save your time and your sanity and leave it to the pros.
Above: Bluebella’s About Page.
5. Hiring a copywriter who knows your industry means that you don’t have to explain things.
Imagine sitting down with someone you were going to hire and having them ask you what a bra was. You wouldn’t hire them, right? So why would you hire a copywriter or marketing professional who has that same level of knowledge. Save yourself the headache and the endless explanations of how a chemise differs from a babydoll so you can get down to what really matters: smart content with emotion that makes your business look and sound amazing.