Last week, we needed one of our cars fixed. As I was looking online for the phone number of a mechanic we’ve used in the past, I read their About Us page on their website:
“We pride ourselves on our reliable customer service and our highly trained, experienced service staff. We want our customers to know that they can rely on us for accurate, knowledgeable, and friendly auto repairs and tire services. Call us to arrange free pick-up and delivery or free shuttle service.”
So what’s wrong with that, you ask?
With apologies to our otherwise excellent mechanic, by writing something vague and general, they are wasting an important page on their site: the page where they could really connect with their customer. And in every website I’ve ever had, built, or managed, the About Us page often is the second most frequently visited page, after the home page.
Why?
Because people want to know what you’re all about. And they want to know how you’re different than your competitors.
People don’t connect with websites or companies. They connect with other people. And that’s why the best About Us page is an important and powerful tool. It’s the page on your site where customers can connect with the people who make up your company and your unique brand.
So here are a few things you should do to get the best About Us page on your website:
1. Communicate your brand.
What makes your product or company unique? How are you different from your competition? This is the place to claim your blue ocean and let people know how your “behind the scenes” world sets you apart. Even if your business isn’t that unique, you and your staff are. It might be your customer service, your experience in the industry, or some other aspect that gives you an advantage over your competition. And if you’re the owner, be transparent and tell your personal story, too. Connect with your most likely-to-buy customer.
2. Tell your story, but keep the customer in mind.
Finding common ground with your target customer and giving them an insight into what you have to offer them is powerful. Sure, it’s good to talk about yourself or your team and give them a glimpse into who you are, but try to keep your target customer in mind when doing this. People connect with others who are like them.
3. Consider your audience.
In your small business, your tone for this page might be conversational. Or if it’s a professional audience, write with them in mind. Use an authentic voice to connect with them in a way they understand and can relate to. As I was taught in my college speech classes, “always know your audience.”
4. Don’t be camera-shy.
Photos of yourself, your team, and even your office give people an insight into your company and who they might be talking to at the other end of an email or phone call. Including a little personal information with the photo is a good thing too. Show customers that real people make up your business.
5. Point it back to them.
After you’ve written your first draft, look it over and make sure it answers the question “why will this matter to my customer?” Reverse engineer your information, and leave out anything that your target customer isn’t likely to care about. An article about your company picnic? Probably leave that out.
6. Show them your company’s values.
What kind of beliefs does your company have? What values does your company have? Why do you do what you do? What charitable causes do you support? This is the page to highlight that. People want to do business with others who share their values. Will that exclude people who don’t? Sure, but they aren’t your right customer anyhow.
7. Let them see what your other customers think of you.
Testimonials are great to include on this page. It gives people reassurance that you do good work and, in the case of our mechanic, it would have been especially good to see if others have had good experiences there. Adding Facebook reviews would be even better, so I could see the reviews came from real people. And if my friends “liked” their business, it creates a little “social proof” in the process.
8. Show them your trophy room.
This is your place to toot your own horn. Let them see what you’ve accomplished or any awards you’ve won. Do you have a photo taken with a VIP? Show it on this page. People like to do business with successful people. It makes others appear successful by association.
9. Include a sign-up form.
Adding a way for them to stay in touch with you is great. Or they may have questions about you or your services. Add a link to your contact form or FAQ page so they can easily get their questions answered.
10. Give them the next step.
Last, but certainly not least, if someone has read your page, they are probably interested in working with you. Tell them how to take the next step by providing a contact link, button, or a phone number!
