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Writing a profile page

Many small online business owners disclose little about themselves on their sites. This may be for reasons of confidentiality, but if you are running a commercial site and you want people to purchase your goods and services, they need to be able to trust in you.

Would you trust someone with your hard earned money if you didn't "know" them? Not all of us can be a Fortune 500 company with international recognition.

Take as an example the situation with "mainstream" commerce. Small businesses with few employees survive mainly on the "personal" feel they deliver to clients. In fact, the personal touch allows them to charge more than their big brother competitors and not only survive, but thrive. We engage small business services as we know Tom, Dick or Harry - the owners - we trust them as humans, rather than as a business name.

When I ran my mobile computer business and sold PC's, most of my clients already knew what type of computer they wanted. They knew how much they wanted to spend. What they didn't know was who to trust. I spent more time selling myself than my product!

So, what is one of the ways to personalize and humanize your site?

The "About" page - in the case of small sites, it's more of an autobiography

Write a few paragraphs about yourself and your team, remember to include the following things

1. A photo of yourself (and of other team members) helps people to identify you as a human being rather than as a robot. Also, when you are communicating with your clients via email, they will then be able to put a "face to the name"

2. List yours and your team's experience in your area of business - don't be shy about listing your achievements, but try not to go overboard

3. Reveal some (desirable) personality traits that you have to your readers that translate directly to your business.

4. Your contact details. Invite your visitors to communicate with you.

5. Some of your plans for the future (relevant to your business)

To view a sample of a personal "About" page - go to:


If you are hesitant to provide those sort of details and that concerned about your privacy, it may be time to reconsider your role in online business. Don't try to make yourself out to be a faceless mega-corporation, because then you'll be competing at that level and you simply don't have the resources to do so - you need to sell you as much as your products.

Learn more about reassuring your web site visitors.

Michael Bloch
Taming the Beast
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