Key for About Page Mockup
1. A label addressed immediately to the customer
Most of the About pages I’ve seen on local business sites just have “About X brand” in the main header tag, and while there’s no harm in that, it would be much more inviting if you started by turning the language towards the customer and talking about what he will love, immediately. After all, that’s why they’ve landed on the About page: to see how they’ll be liked.
I find that a short list header works really well to start an About page, as in “3 things you’ll love about X Brand”. It talks about “you” instead of “we”, signals a sense of excitement, includes the word “About” so the visitor knows they’ve landed on the right page, and includes branding.
If your business is one location, put the city name on the label as well
but in this case, with a multi-site brand, we don’t want it there because it would be limiting.
2. A USP in your introductory text
This directory touches on what our virtual business knows its customers care about most: the largest local collection of organic native plants, certified on-site experts, and green thought leadership in the community. These factors form an expanded unique selling proposition (USP) for the brand based on customer, keyword and market research.
What are your top 3, top 5 or top 7 factors? Keep it short, with the goal of immediately connecting with the largest number of potential customers about what you’ve learned they want most.
Use this section to link to key, relevant resources, too. Our virtual nursery links to its site landing pages, consulting booking page, and online store, all through the listing. Make the most of the space and every word.
3. A strong, visual story
Whether you use an image slideshow or a video in this section, use the space to quickly orient customers to the look, feel and story of your business. Show why your facility is worth visiting or how your skilled professionals will come to the customer for expert service.
Showcase your amenities, racks, views, equipment, common areas, parking, neighborhood and staff. Whatever you know best represents your business to the public is what belongs at that point high on the page. And don’t forget a video transcript for accessibility and SEO reasons
4. Contact details, even though this is your About page
Some visitors may end up on this page trying to figure out how to contact you, so be sure to put this information up front.
If you are a business with one location, put your full name, address, phone number, text line, email address and hours of operation.
Let’s say you have multiple locations. link from here to their respective site landing pages. Our virtual business has just three branches, so we can make a nice visual presentation of them with links to their more detailed landing pages. If you have tens, hundreds or thousands of pages, put your store locator widget here so customers can find the nearest branch.
5. Instill trust with a clear satisfaction guarantee
Let customers know what they can expect from your company and what you will do for them if something does not meet their expectations. If you have multiple policies (privacy, shipping, returns, etc.), please link the full versions of them from this section.
Do yourself a favor by encouraging the customer to contact the business directly with their questions, concerns and complaints. Our nursery has a direct line to the owner of the business and this could save you a ton of negative reviews from customers who felt they weren’t listened to and personally helped.
Being approachable and responsive is key to building an amazing reputation in your community. It’s also how you generate the ‘T’ (trust) mark in Google’s EEAT dynamic.
6. Display your credentials, associations, sponsorships and awards
Speaking of local EEAT business, develop your “E” (expertise) by clearly displaying your credentials, license numbers, industry association membership, and community projects you host or sponsor. Show that you are truly engaged in your industry and locale so that clients understand that your organization is accredited and active.
And prove your “A” (authority) by showing any awards you’ve won from publications and associations. Link to your sources where possible to enhance credibility.
7. Highlight your best reviews and ask for more
Showcase some of the nicest words customers have written about your business, whether they come from review platforms or some other form of testimonials you’ve collected.
Remember that only 11% of consumers trust brand messages about what customers say. let your customers tell your story. Other customers can relate to it easily. And don’t forget to ask existing customers to review your business by linking to many of your top review sources, such as Google Business Profile, Facebook and Nextdoor.
8. Create a media menu
Whether your brand makes the most significant investment in a blog, podcast, social channels, newsletter, local radio show, regular local news column, or all of the above, put all your media releases into a simple grid so customers can realize how much you have to offer.
Even regular customers may have no idea that you have a monthly newsletter they can subscribe to, or that your owner has been a guest speaker on a local radio show for the past few months. Think of as many ways as possible for customers to connect with you and proudly connect with them.
9. Explain your values
Your site may already have a company values page and you can link to it from the About page, but even if not, make a statement that you can support and that you’ve learned is consistent with what your community wants .
Our virtual nursery allows customers to intelligently explain what they value about the business through a series of short videos that highlight things the business has worked hard to achieve, such as sustainability, recognized expertise and high DEI standards. Linking to blog posts, articles or other content that endorses these values.
10. Yes, you can have a schedule!
Often, this can be the only thing I find on the About pages large and small, and while they can’t stand alone, they have a place here.
Showcase key moments in your brand development that you think will resonate most with customers. Our sample nursery proves to be family owned for four generations and popular enough to expand over time.
What is the story of your business that will have the most meaning for your community? Need help creating a visually appealing timeline? Check out all the templates available in a program like Canva.
11. An engaging mission statement
Like your vision statement, you may already have a full page for your mission statement or plan to create one, and you should definitely link to it from this section. Just be careful with that inner talk that sounds like an echo chamber.
Create a mission statement that invites audience participation on topics of interest. In our example, the mission statement closes with an invitation to customers to help the business fight climate change. How do you want customers to engage with your brand mission? How can you best invite them?
12. Show your real people
One of the best competitive advantages of local businesses is that they are staffed by people in the community with whom customers can interact face-to-face.
Use images or videos to introduce the business owner and public-facing staff and, most importantly, to demonstrate expertise (remember that “E” in “EEAT”). Your business depends on making the strong promotion that customers should buy locally with you, rather than virtually, because of the exceptional level of knowledge you have in your subject matter, no matter what the subject.
Use text or a video transcript to highlight the depth of your wisdom, your years of education and experience, and the friendliness of your customer service.
13. Never end a page without a final CTA
By now, you’ve made the best possible presentation to convince a visitor of your valuable offering.
Your final step is to close the page with the action you hope your reader will take, whether it’s shopping online with you for curbside pickup or home delivery, coming to your location, calling you, making an appointment, form submission or something. elsewhere. These are the last words your About page can have – make them count! And just like that, by incorporating some or all of these elements, you could have the best About page in each of the local markets you serve.
You may incorporate other features not included in our mockup, such as links to job opportunities, local radio and TV spots, additional press coverage, extended staff bios, major company news, B2B promotions, event calendar, and more.
My mockup screenshot is limited in space, but the About page can be as extensive as you want, provided what you include is of interest to your audience. Just keep the basics in mind and there’s no end to what you can do with this old standby of almost all websites that is often overlooked.
