Solo Professionals and Your Website - How Do You Effectively Communicate Your Background Online? 

By: Felicia J. Slattery, M.A., M.Ad.Ed 

Effective communication is one of the keys to success for solo professionals and entrepreneurs. But there is not always a clear cut, "right way" to communicate.

Here is a post to a forum for entrepreneurs recently:

"What are your personal or professional views on whether our 'about' pages and websites generally should talk about "I" or "she"? "Do we need the kudos of "She is a highly skilled coach" or do visitors prefer the approachability of "I am a..."

As a communication expert who trains small business owners to create compelling messages both online and offline, I answer questions like this regularly.

Breaking down "I am" or first person language

Using "I am" indicates warmth and "personability" on an otherwise cold, static website and computer screen. It creates an instant connection and bond with the reader as if you are having a direct conversation with that person. The reader begins to feel s/he knows you without making direct contact.

First person language also indicates you are a small, one-person operation. This could have both benefits and challenges. Importantly, you will have to do your utmost to build your credibility so the reader knows you are here for the long-term, not a small fly-by-night who could close up shop any moment and take the money and run.

Breaking down "she is" or third person language

"She is" or third person indicates the "about" page could have been written by someone other than the website owner and could mean there may be more of a "team" in place. It also de-personalizes the site (it's not "my site" but the "website of Felicia Slattery"). Third person takes personality out a bit and leaves any decision to be based on "just the facts" and less on a feeling of knowing and liking.

My Preference 

For small, home-based service professionals, I prefer first person about pages.  Here's why:

1. Readers are drawn to getting a sense of a personality and if they would "click" with that particular service provider.
2. Personal style is much more easily conveyed in both understanding and feeling (where decisions are made) when someone uses first person.
3. There is much less distance between the website visitor and the website owner when the owner writes in first person.
4. Your visitors typically like to feel they are having a conversation with you, the website owner.

The right decision is up to you as the business owner. But always keep in mind your visitors and what would make them feel most comfortable. And that's what will allow you to have success with effective communication in your small business.

Effective communication with your clients and prospects is the key to making your business successful. Did you know June is Effective Communications Month? To celebrate experts from all over the world have gathered to offer you the best of the best tips for communicating in your business.  Get the gifts now at: www.EffectiveCommunicationsGiveaway.com

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