When you wrote your About page, did you have a specific strategy or did you just “wing” it? If you aren’t satisfied with the content on your About page, ask yourself why you wrote it. Ask yourself what you expect your customers to get out of it.
The truth is, your About page isn’t really about you at all. It’s about what your customers expect to get from a business like yours.
With that in mind, here are 5 essential questions to answer on your About page so you can keep it customer-focused.
- What year did your business start? Customers want to know if you are a start up or if you have years of experience. If you have years of experience in your field but you started your business last month, highlight the fact that you’ve been working in your field for a long time. Your customers want to know.
- What inspired you to start your business? What customer need did you set out to solve? Does your business solve that problem?
- What makes your business unique or different from the competition? These are your selling points. Don’t be shy. Point them out and keep them focused on the needs of your customers.
- What service areas do you cover? This is very important for local businesses. If you travel to your customer’s location to perform a service, is there a limit to how far you’ll travel? Make it positive. If it’s practical, include a Google Map on your About page to put your business into perspective for your customer.
- What community services do you sponsor? Customers like to know you are involved in the community. Point out which organizations you support and why.
Every business has a story. The About page is where you tell your story. Keep it focused on your customers’ needs.