Today’s customers love to know the story behind the businesses they buy from, so any new visitor to your jewellery brand’s website will soon be heading to your About Page.
Don’t be fooled into thinking an About Page is just a casual space to share information about your business. It’s a key asset in developing your sales journey and communicating your jewellery storytelling message. Here’s how to make your About Page an effective and compelling sales tool.
Your About Page… Is Not All About You
Contrary to its title, an effective “About Me” page shouldn’t just be about you. Your about page provides another opportunity for your audience to self identify, so make sure to reiterate who your brand is for and what you bring to their lives. “I design jewellery for women who…” “[brand name] is for vintage lovers…”
Share Your Brand Story
There’s a soul behind your jewellery business that your customers want to see. Introduce your brand values, history and inspiration. What led you to set up your business and why do you love what you do?
If you launched your jewellery brand after spotting a gap in the market, share exactly what problem you have solved – “[brand name] was born when I realised there were no brands selling same-sex engagement ring sets”
Inspire Trust in Your Jewellery Brand
Building trust is vital to making sales, particularly high value items like jewellery. Let your customers know they’re in safe hands by sharing your experience and expertise.
If sharing your achievements doesn’t come naturally, try gratitude; “I was thrilled to be awarded…” “Over the last ten years I’ve loved making wedding rings for…”
This is also the time to throw in any special craft skills you have or unique features of your work. Consider SEO in your copywriting and choose words your customers will be searching for; “highly detailed” or “beaded detail” over “granulation”, for instance.
Bring your readers along for the journey, sharing your hopes and plans for the future of your jewellery brand. A successful About Page will inspire your readers to follow your business, whether that be on social media, your newsletter or checking back in on your website.
Let your customers know where else they can find you and add a call to action – “You’ll find me sharing my life at the bench on….”
Show The Human Behind the Jewellery
Perhaps the greatest asset of small and independent businesses is the human (or humans) behind them, and your jewellery brand is no exception.
“People buy from people”, so share some of your life, choosing interests and passions you know your niche will relate to. “I find the greatest inspiration strikes on bracing walks along the Cornish coastline”
First Person or Third Person?
The great debate – should your About Page be in first or third person?
There’s no one right answer here as it very much depends on you and your audience. Are you a one-man band or a brand name? Will your audience response best to an approachable first person or a more business-like third person? Knowing your niche makes decisions like this easier.
Or… Hire a Jewellery Copywriter
When someone is on your About Page, they’re interested. You want to hold their attention with well written and compelling copy that draws them into your world.
So if you want to invest in professional jewellery copywriting, I’d love to help. I’ll make sure I’ve understood your market position and niche and got a handle on your brand voice. Then I’ll craft your brand story into a sale-cinching About Page, with SEO-friendly wording and details you might not have thought to include.