With other competitors setting up shop and encroaching on your stomping ground, you really must communicate something of substance to appeal to potential customers.
The bigger picture is that people want quality, transparency, authenticity and honesty. It’s no longer viable to keep running discounts, promos and begging pitches.
This is where your “About” page comes in.
How Do You Write About Your Business?
Can you demonstrate personal and professional qualities that transcend the price you charge?
Is there an intriguing or relevant backstory to your business?
Although all the content of a website is important, let’s discuss what this about page should ideally include if you’re to persuade a person you’re truly worthy of their wallets.
Be Interesting, Useful and Informative
Today’s websites are media assets, not just product brochures. Local businesses and organisations, for example, all have a place in the minds of the populace, whether it’s top of mind and hard to miss or on the periphery and not all that remarkable.
You should be looking to cement your position in the community using your site to show pictures, written articles and embedded videos.
A variety of media and a tendency to over-communicate is better than visiting a site only to discover there’s little on it.
The point of the about page is to tell people who you are and what you’re about. This is your opportunity to put your best foot forward without puffery, chest-beating or bragging.
It also means you can see all the important stuff up front before potential customers contact you. You’re less likely to have to start from scratch with every single individual if the website has provided a decent amount of info.
When writing about your business, be sure to touch on the following:
- Problems you solve
- Experience
- Expertise
- Authoritativeness in your industry
- Communities, local areas (if relevant)
Naturally, you’re in business to make money – that’s obvious. But why else? Dig deep and bring your “why” to the forefront.
- Have a decent picture of you! Your face, your team, smiling!
- Consider adding a short, talking-head style video
Demonstrate that you, the person behind the business, is not just interested in product, price, place and promotion but that you actually have interesting things to say. Marketing is about clear communication for the benefit of your target customer.
But You Hate Writing
Writing is not easy if you think you don’t have much to say for yourself. It feels like homework. It feels like a chore.
But I’ll bet you’ve several things in common with your website visitors worth taking the time to communicate.
Get someone to help you with writing the content if it’s something you struggle with. You’re gonna need to get this done because lack of it means search engine ranking problems.
Target Organic Search Keywords to the Area(s) You Serve
Writing content is an opportunity for meaningful and legitimate uses of geographical keywords, which can be picked up by Google and contribute to page ranking.
If you wanted, you could come up with an about page on the area you serve itself . The history of a place in the context of how you serve it would be interesting and possibly pull in some organic search engine traffic if done right. Here’s a page about Ilkeston as an example.
A client of mine commissioned me to write two pages for his site. One about Derby and one about Nottingham.
The resulting pages are the two best pages on my client’s website and have attracted organic search engine traffic and many compliments. These pages were good enough to be used as Google Ads landing pages.
