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

Private Reply to Felicia Slattery

Private Reply to Marilyn Jenett

Personally, I aim more for the third-person approach for my web site to add a little gravitas. As one of the first recipients of the Certified Professional Organizer® designation, in an industry that's still widely unknown or misunderstood, I feel l have a responsibility to create an environment that showcases professionalism and ethics. Beyond that, while I'm warm and cuddly with people I like and know, I'm offended by people who are too familiar without having earned the honor (think: people who pat pregnant women's tummies). I try to use the testimonials and quotes (my own and those of clients) to create a sense of warmth, and I allow my articles and blog to let my more Julie-like enthusiasm shine through.

I should note that when I've been approached by the media, by business clients and by organizations, I've been overwhelmed by the number of times they comment on the site's "professionalism". If I have to err in one direction or another, I'd rather err by seeming a bit stiff or stuffy, rather than too loosey-goosey. But individual prospects who've seen my site call and say "Ohmygosh, I can't believe you write like you've been peeking in my windows." Maybe they don't have to feel like they know us...if we make them feel like we know them?

I prefer to think of it like any other interaction you might have--if you put your best foot forward and are too formal but show your expertise, there may be a small contingent who will be put off. But if you come across is too flighty, most people *worth* having in your corner won't stick around to access or appreciate your expertise. I've seen some VERY unprofessional copy on websites where people natter on as if their site visitors were friends they hadn't seen since summer camp. Blech.

I'm Julie Bestry, and I approved this message. ;-)

--
Julie Bestry, Certified Professional Organizer®
Best Results Organizing
"Don't apologize. Organize!"
organize@juliebestry.com
Visit http://www.juliebestry.com to save time and money, reduce stress and increase your productivity

Private Reply to Julie Bestry