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Small Business Websites – What to Include on an “About” Page

It’s important for every small business to give careful thought as to what it puts on its About page. After the Home page it’s often the page that site visitors will go to next, and is one which can strongly influence the decision about whether or not to do business with you.

In other words it’s about credibility and trust. A visitor to your site will typically go to your About page to find out if you’re a business of substance. People only buy from businesses that they trust.

Think of your About page as a window into your business. It’s your opportunity to outline what your business does, how long it’s been trading and where it’s located. Site visitors will also expect to find information there about the size of the business (particularly the number of employees) and gain some insights about the people who run it.

Having said all this you need to remember that in today’s world, where skim-reading has become the norm, you don’t have too much time to get your key messages across. For this reason the content of your About page needs to be succinct. Few people will trawl through endless paragraphs about the history of your business, so keep the content short and snappy.

Another way to consider the value of an About page is to think of it as an extension of the Home page. The two pages should complement each other. It’s OK to have some overlap between the Home page content and the About page content but try to avoid too much repetition.

From an SEO perspective the About page should also include additional keywords which weren’t included in the Home page. Having a good About page means that you don’t have to cram your Home page with keywords – this can make the content seem contrived, as well as uninteresting to read.

Here are 6 key things an About page should communicate to the reader:

1. What the business does and who it does it for
2. How long the business has been operating and (one or two) key company milestones
3. Where the business is located, including any branches (adding photos of the business premises can be useful)
4. How many people work in the business and who the key decision-makers are (photos & short bios of key personnel are good, as are short video introductions)
5. What it is that differentiates the business from its competitors
6. What the core values of the business are. Inclusion of the company’s mission statement can be helpful.

Steve Shaw

How To Use Local Business Strategies To Attract Customers

For any small local business, the best way to get new customers is to establish an online presence. A website would be the foundation of your presence online. However producing a website alone is not sufficient. The website itself should be planned with its purpose in mind.

That purpose would be to provide:

  • A place to present your business and the products or services that it offers, online to consumers.
  • A way to brand your business to make it more recognizable to consumers.
  • A means to develop trust and confidence in your business.
  • A place to offer valuable content.
  • A method for capturing contact details of prospective customers.

It is of little use having a pretty website if nobody visits that site. The aim should be in the first place to attract as many people as possible to the web site, to interest them once they arrive and then entice them to leave contact details (e.g. name and email address) usually in return for some valuable information, gift or free or discounted service. Relevant local business strategies and general internet marketing tactics should be employed when designing the website. It should contain high quality, relevant content.

By focusing on offering value to prospective customers you can help establish a positive reputation. You must develop the consumers trust in your business. By being open and upfront and offering great value, with no strings attached, prospective customers will have confidence in your products and services and be more willing to buy from you. Provided that you are offering real value, over-deliver on your promises and don’t rip the customer off then you will have every chance to convert the new customer into a repeat client.

In order to initially attract customers you need to use SEO tactics (Search Engine Optimization). Emphasize keywords that prospects would normally be looking for in search engines like Google, Yahoo and Bing.

Integration with social media sites such as Facebook, Twitter, YouTube and LinkedIn also provides a great opportunity to get the word out to people sharing related interests and to draw them into your website and then in turn, your business.

It is vital that your business is proactive in providing a prominent presence in the local community. By producing a well-designed, content rich and interactive website, driving targeted traffic to it and then obtaining contact information which enables future follow-up, your small local business will have every chance to compete successfully with your competition and flourish, even in the current harsh economic climate.