How to effectively tell the story of your small business and gain trust with an “About Us” page
Imagine walking into a store, shopping around for a little bit and then you begin to notice that all the employees in the store are wearing masks! You can’t make out their faces; you have no idea who they are. No, you aren’t in a Halloween store, and no you aren’t shopping in the middle of a robbery, you just have no idea who represents this store. How willing would you be to purchase anything from these faceless nobodies? Kind of a harsh example, I know, but if your website doesn’t have an “about us”page, your online presence isn’t too far off from the above scenario. Plus, let’s be honest, we all like to talk about ourselves.
Let’s take a look at some things your company’s” about us” page should have.
You should start the “about us” page with your company’s story: When did it start? How long have you been in business? Customers want to know your history because it helps them connect with your business and also gives some insight on your reputation. This page will also let them know where your company has been and where it is going. If customers are going to spend money with you, they want to make sure you’re planning to stick around.
Simply put, a mission statement should state what your company’s core purpose is, who you serve, who you want to help, and how you will help them. This doesn’t have to be a long, drawn out novel. It should be clear, concise, and to the point so that customers can understand immediately what your company is about. Here is iDaptable’s mission statement:
“To build powerful and effective websites for small business owners who are too busy to deal with the hassles of creating a website. Our goal is to help their business adapt to the ever changing world of online marketing with cutting edge technology and expertise”
This broadly describes our company’s focus. With these two sentences of information, our potential customers know exactly what our core focus is and whether or not it aligns with what they are looking for.
Let’s face it, most people are visual; they want to put a face to a promise. Sure, if you include the two sections above, it will give the customer a good understanding of what your company is about. But go the next step and tie them together with pictures and a small paragraph about yourself and your staff. You then leave nothing to the imagination and give your potential customer everything they need in order to make a decision about doing business with your company. It also makes your face familiar so when you do meet your customers, they will already feel like they know you.
Awards, certifications, why your company is awesome!
There’s no better way to instill trust in a potential customer than letting them know how awesome your company is. Did you win an award for excellent customer service? Are you certified to work on X Y Z? Are you one of the only companies in the Southwest region that is able to do A, B, and C? Don’t hold back here; if there ever was a time to brag about yourself, this is it! This paints a picture in a potential customer’s head that says, “If they are known for doing ______, they’ll do it for me, too.” Stating your accolades is even better than a guarantee, because this lets people know you are able to walk the walk.
That’s pretty much it. It shouldn’t be too hard to come up with the items mentioned above. Everything has a beginning, everyone has a story, get creative, be persuasive. There isn’t a wrong way of letting people know more about your company and why it is awesome! Just make sure you are being completely honest and sincere, and you can’t go wrong!