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To be clear - this post is aimed at solopreneurs - those brave entrepreneurs building their business all on their lonesome (well without an employed team anyway).

If there’s more than one of you at your company, then sure, you can ‘we’ as much as you want.

[tweetshare tweet=”Please don’t ‘we’ on your website. It’s a trust-masher. And it’s unnecessary. #smallbiz”]

The Essential About Page Content Tip You Shouldn’t Ignore

Sure you can slip in an errant ‘we’ anywhere in your online content, but the place I see it most commonly abused is in About Page copy.

Writing your About Page is almost as painful as crafting a sales page. Nobody like saying nice things about themselves - especially in writing - online - where anyone could read it (yep, even friends, family and former bosses!!!).

I can fully appreciate the appeal of sprinkling ‘we’s all over your About Page content.

You want to sound big, credible, reliable. There’s strength in numbers, depth in a team, and a hint of success in the pronoun ‘we’.

But if your business is made up of you, your laptop and your pet cat/dog/guinea pig - you do not constitute a ‘we’.

Before you dash off an About page talking about ‘our passion’ and ‘our values’ and what ‘we aim to deliver’, I’m going to ask you a few questions.

Questions To Consider Before Writing Your About Page Copy

#1 If your prospect would rather be working with a team of people, and is comforted by the term ‘we’, how good a match are you for each other?

#2 How long into the sales (or delivery) process will it be before your client realizes that ‘we’ meant you and your cat? And what will that do to the trust you have worked so hard to establish?

#3 How will you add that important personal, behind the scenes content that helps your prospect get to know you better AND, at the same time, carefully conceal that you are the only name on the team sheet?

#4 When you add your credibility factors to your About and sales pages, your qualifications, and experience, won’t it become apparent that this is all about one person - you.

#5 Photos are an easy way to build a connection with your audience. Won’t your prospect wonder where the rest of the team are, when confronted with a selection of images of you all by your ownself?

With the right content marketing strategy, you can attract a steady stream of your ideal client without having to pretend or be salesy.

But before you can start nurturing a relationship with your audience, before you can turn strangers into paying clients, you need to get one, extremely important idea clear in your mind:

Got that?


But why is writing your About page so flipping awkward?!?

Know of any other small business owners that need to read this?

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  1. James Harding

    Useful are article. I will try to stop we-ing on my blog.

  2. Vic

    I *SO* needed someone to tell me that (although I do have a dog the size of a human and he does spend a lot of time in my office)! In all seriousness, great advice, thank you. Guess what I’ll be doing this weekend? 😉

  3. Laura

    Glad I could help. I started out with the ‘we’ problem after years of corporate conditioning. It is my mission to save people from the same awkwardness and help them refrain from ‘we’-ing on their website 🙂

  4. Scotty

    Your advice makes perfect sense and answers a question that I’ve often wondered about. I shall definitely refrain from we-ing on my website. Thanks!

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