By Jim Clanin
Building a new website can be a lot of fun, especially when you’re working with a great team of web designers who can guide you each step of the way. But it always seems to get a little awkward for small businesses when it’s time to work on the about page. Some people feel uncomfortable “tooting their own horn” and then end up erring on the side of brevity.
Although it may feel awkward, it’s important to realize why it’s worth your time to be very intentional with your about page. You may not realize this, but the about page is usually one of the most popular pages on your website, especially for first-time visitors. People want to know who your leaders are, why you’re in the business you are in, and how you are going to treat them as a customer. More than any other page on your website, your about page will be the biggest opportunity for you to build trust that leads to getting new business.
The People Factor
People like to do business with people – people they can connect with and trust. That’s one of the main advantages you have as a small business. Tell your story. Why did you start this business? What motivates you? Get a little personal and don’t be afraid to show your passion. Sometimes the best way to do this is to hire a writer who can get the information from you, and tell your story in a personal and engaging way.
Include images and bios of the leadership and staff. The bios should be short, but engaging. Be personable, and remember that qualifications are important too.
Including the testimonials of the people who have done business with you before is a great way to build trust. You can easily gather testimonials by looking for quotes of appreciation that a client wrote in an email to you. If you can get your client’s permission to use the quote, be sure to include the client name and photo as well. Anonymous quotes are good too, but a little less effective.
If your business has won any awards, this is a great place to show them off. Include information about the award and pictures of you receiving or holding it. Including information and pictures about your awards shows that you are both competent and personable.
Many small business owners feel uncomfortable talking about their giving of time and money, but remember that people love to know this about you. Some people purposefully look for opportunities to work with businesses that are giving back. It’s always heartwarming to know that the people you are doing business with care about people in need. And not to mention, your giving may inspire someone else to give as well.
What’s Your Solution?
Your customer has a problem, and you have a solution. This message should be plastered on every page of your website, including your about page. Although this is not the main focus of the page, it’s easy to sprinkle this message through every bio, story, and information about awards received.
DoubleDome is here to help!
We love helping small business tell their story in a way that engages visitors and encourages them to want to do business with you. Call us at 888-799-6067 or fill out our online contact form. We’re happy to give you a free consultation.