Before customers buy anything from your small business, they may want to know more about it and you — perhaps so they can determine whether or not they think your operation is trustworthy. This gives the About page on your company’s website a whole new level of importance.
Here’s how to rework or refresh its contents for maximum impact:
1. Focus on the facts. How many times do you say that your business is outstanding, superior, a standout, or visionary? How many times have you read an About page with that language, only to be entirely unmoved by it? Skip the superlatives and stick with the facts. Statistics about your business, testimonials from clients, and published reviews are factual information. If you own a towing business, list your average response time. That’s more impressive than claiming you’re the “fastest responder” in the city.
2. Be who you are. Resist the urge to use language that makes your small business seem larger than it actually is. Small size is not necessarily a turnoff for potential clients; on the contrary, being an entrepreneur in your community can work in your favor. Proudly tout what you offer (see #1), such as personal service, and own the fact that you are a small business.
3. Don’t go overboard. If you won an industry award that would raise your readers’ eyebrows, mention it! However, publishing a laundry list of your qualifications and accolades is overkill. (Put those on a separate Awards & Honors page, if you must.) If you include your professional certifications, do not include the obvious. If you’re in the construction industry, saying that you’re bonded and insured is enough. Direct readers to another page if they would like more information.
4. Make it about them. Your page may be named “About Me” or “About Us,” but what your customers really want to know is how your company’s offering will help them. Use language that speaks to how customers benefit from what you do or sell. When you meet face-to-face with a customer, what kinds of questions do they ask? Answer those questions while talking about yourself and your company.
5. Use real images. You probably have a high-quality camera, maybe even the one built in to your smartphone. With free photo-editing apps like Instagram, you can include professional-looking images of your business on your About page instead of relying on stock images.
6. Get personal. Thanks to reality TV and social media, your customers want to know about you, the owner, too. Include information about yourself, your family, and your interests. In other words, humanize your business by offering a few personal details. Just remember to keep it brief (see #4).
7. Post client logos and links. Tell your clients that you’re redesigning your About page and would like to include their logos and links to their businesses. This not only makes your page visual, but also provides an added service to your clients.
8. Ask for feedback. Striking a balance between describing yourself and your business and keeping the page focused on customers can prove difficult. Ask clients, friends, family, and maybe even a marketing professional to review your About page before publishing it.
After you’ve refreshed your About page, why not re-examine other pages on your company website that haven’t received any attention in a while? Keeping everything current makes you seem that much more responsible!
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