I went to meet with a client this morning to interview him for his About Us page. This is one of the most important pages on your website and will likely get more traffic than any other if done right. So I wrote down 7 questions to ask during the interview.
These 7 questions will help formulate a good About Us page no matter what business you are in.
- What year was your business started? This is an obvious question, but well worth answering. Every business has a history and that history begins with conception. Did you open your doors the same year, month, or week you conceived of it or did it take years to “germinate?”
- What was the inspiration behind your business? Seriously, why did you start it? Why did you think it was necessary? Sometimes this question alone turns into one good story that must be told. In my client’s case, it’s a big part of his story.
- Have you always been at your current location? This is a very good question for service businesses. Over time, things change. Businesses grow. Transitions occur. Those can often lead to important location changes.
- Who’s your favorite celebrity? I like to throw in one irrelevant question just for fun. It can often reveal something important about what motivates you. Maybe there’s a hidden gem that can tell the world what makes you tick. Pick any question that might be fun to answer.
- What makes your business unique? How are you different from your competition? Now we’re getting down to meat and potatoes. Why should your customers care about doing business with you? This question should lead to a well thought out benefits/features discussion.
- What service area do you cover? In my customer’s case, his food is so good people travel from West Virginia up to South Central Pennsylvania just to have lunch. That’s a bit out of his service area, but it reveals something about his business for his website visitors to know that.
- What community organizations do you support? Reveal some humanity. People expect it and they deserve it. What are your service hot buttons? Make sure your website visitors know you are community oriented and if you’re not, maybe you should be. Be charitable.
When it comes to your About Us page, make it as much about your customer as about you. Tell why you are different than the competition. Make yourself stand out.
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