What did we do before the advent of the Internet? How did small businesses survive? How did they get noticed? How did they advertise? The Internet has created a level playing field for big and small businesses alike. Online any company, no matter how small, can look as good as a large company with a long history of quality and service.
When the Internet was first established all small businesses had to do was get a good, professional looking site out there, write a little content and lo and behold customers would be calling. However, in recent years, its become so easy and cheap to get a website up and running the situation has changed somewhat. Many potential customers have now been caught out once or twice. Many realise that just because a website looks nice and professional does not necessarily mean the company is. Further, how do they know that what you say on your site is the truth?
Small businesses now have to convince potential customers that they are not an unethical, fly-by-night operation? How do they do this? Well, the best way to do it is through a properly structured “About Us” page.
Your “About Us” page must not only introduce your company to your potential customers, but must do so in a way that it explains, beyond a shadow of a doubt, why they should trust you and your company. The best way to structure your about us page is explained below.
Who are the Real People Behind the Website?
OK, the first mistake small businesses make is to try act like a large business. What is wrong with being a one man band? Why say “us” when you really mean “me”. Why try to convince your customers that you are a huge team of people when really its just you and a mate. Some people actually look for small, independent trustworthy people rather than large businesses, so all your doing in trying to act large, is miss out on local people who want a friendly, trustworthy face to help them with their problem.
People are getting tired of large, bureaucratic companies displaying all the usual service quotes and Americanisms. “Your call is important to us”, “money back guarantee”, “market leader”…….truth is they have heard it a zillion times before! As a small business owner, you can give your customers the personal attention they won’t get from the big guys. Get that message across in your “About Us” page. Don’t be afraid to talk about yourself and your passion for the business, and by all means include your picture. The message you want to convey is that behind your business there is a real human being who has his or her customers’ best interests at heart. You offer something different to the big guys, so don’t try to be them! Offer the alternative, don’t try complete on their playing field!
Where is Your Business Based?
Perhaps the best way to answer this question is to list your full physical address. However, as a small business it’s not always what you really want to do. As a freelancer I am weary of providing my address on my website. For me there is not really a need. If a client wants to meet me we can arrange a location. I don’t have an office since I don’t need one, it would just create overheads that I would have to pass onto potential clients to build their website. If you need to explain why you do not show your address.
However, when it comes to shopping online there is something reassuring about a “bricks-and-mortar” location, even if your customers will never visit you. A physical address shows your prospective customers that you don’t have anything to hide. Include your full contact information, including your physical address, in a conspicuous location within your “About Us” page unless you have good reason not to.
How Do You Make Money?
Ever visited a website, been approached by someone, received a phone call, where you are told everything is free, you pay nothing? How has that left you feeling? I bet you thought, hmmmmmmmmm, why would they offer that, how do they make money? Ultimately, you became suspicious and probably ran a mile! You know the cliche: “If it sounds too good to be true, it probably is”. If you don’t show your visitors how you make money the first question they will ask themselves is: “what’s the catch?”. If you offer too many things for free, or price your products too low versus your competitors, prospective customers question your integrity.
Use your “About Us” page to explain what your main revenue streams are, and why do you charge what you charge. To many businesses this may not be that relevant and the value you offer customers is truly evident, but if you offer a service and the way you make money is not clear, then its best to be honest and upfront and explain how you make money on your service or product.
How Long have You Been in Business?
People tend to regard longevity and stability a important qualifiers to determine trust. Since most small business tend to be very young, it may be hard to use the longevity card to solicit trust. If that is your case, you can talk about your past experience instead. For most small business owners, their past experience is highly relevant to their current businesses. Use your “About Us” page to talk about it, and how does it relate to and benefit your current business.
How Do You Prove You Are Trustworthy?
The best way to show your prospective customers they can trust you is through testimonials. To be effective, these testimonials must provide some form of contact information of those who offer them, a name and a link to a website is a good start. A little quote from them is good too. The best testimonials are those that you cannot edit. Use a third party like a Freeindex to verify your quotes, that way your customers know that you cannot edit them to suit, if you get a bad one it will show! Freeindex provide a handy little widget that you simply drop into a page on your website and it pulls al the testimonials for your business back, without you having to update the list. Check it out!
Are You a Member of Trade Bodies, Do You Have Qualifications?
Another way to establish credibility and trust is to belong to community, trade or professional associations. Use these associations to your advantage in your “About Us” page. Add any logos for associations or communities that you belong to, that will instill trust in your customers!
Can they Trust You with Private Information?
If you collect any personal information from your customers on your website then you should have a privacy policy clearly displayed somewhere, and you should link to it from your “About Us” page. Make sure you have a clear terms and conditions page too. This alone may make the difference between prospective customers buying from you instead of from somebody else.
Summary
On the web, it is very difficult to determine if a company is good and reputable. The first place a potential customer will probably look when visiting your website is the “About Us” page. If you get this page right then you have a good chance of getting people to buy from, or hire you”! A good “About Us” page must answer the most common questions prospective customers are likely to ask themselves to determine if they should give you their trust. Take your time getting it right, don’t include too much, just include the important answers to all the questions above. Keep it brief, clear and concise. Answer all the above questions and you will be somewhere to having a GREAT “About Us” page!
You may also like to read:
- Do I need a small business website?
- 10 Benefits of a Website
- Running A Small Business Website
- How to Promote a Website
- Choosing a Domain Name
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