This your website’s “About” page, where the visitor can expect to find out more about who you are and about your business. Sometimes businesses make the mistake of using this page as a place to share their history or story. While we think this is important if it adds value to your business, it should be either a brief introductory or a small part of the overall message. Your customers don’t necessarily care how your business started, what you used to do before this, what degrees you have (depending on the type of business), or what your hobbies are. They want to know what you can do for THEM and why your business gives them a better value than any other.
Your About page’s goal should be to answer the following questions:
- How is your company better than the competition?
- Why should clients choose you?
- What is the biggest advantage that you offer? What are the unique qualities of your business?
- Why do you do what you do?
- How are you going to help me?
What sets you apart? Maybe it is your great service, innovative process, or efficiency. What the world is looking for is substance, and this is what will set you apart from your competition.
The important thing to your customer is that they get the opportunity to make the decision on what product/service they choose. If someone goes to your site and cannot tell what makes you different from the competition, they most likely will go with the competition, solely because they do not know why they shouldn’t. Do not let this happen to you.
While as a company you may have products that offer an advantage, or two, you still may not be showcasing your biggest advantage. Customers need to know this and why you work so hard to give them these advantages.
For a business to truly succeed it needs to be fueled by passion and intelligence. So what drives your business? Do you love it? Are you passionate about what you are creating? Highlighting the passions that keep you going and infuse them into your content. Your honesty will draw people to you and foster a culture of trust that cannot be faked.
Customers are rife with expectations. Do your customers know what they are really getting from you? Tell them what they would be investing in if they give you their business.