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    Top Secret
    When potential customers find your website, they’re looking for enough information about your products, services and company that they feel confident in deciding that either you have services they need or you do not.

    If they decide the latter, they’ll exit out of your page in search of someone who can help them, and you’ve lost potential customers. Avoid preventable business losses by making sure that customers don’t have to search all over your website to find the information they need. One easy way to do this that your competitors may not have thought of: the About Us page. Increase your competitive edge just by making a few tiny adjustments to your webpage.

    Tell your story

    Your bio page should tell your story, who you are and what you do. One part of this you may already do well is discuss your own background and your personality. These details help customers relate to you and (hopefully) come to like you. A customer may be more inclined to send business your way if he feels that you two have something in common. Make sure to connect your personal biography to your company. It’s fine to discuss your love of golf, but if you run a landscape design firm, discuss how golf course design got you passionate about trees and flowers, for example.

    Anticipate and answer customer questions

    Your bio page should also discuss services you offer, such as seasonal landscape maintenance or organic lawn fertilization. Discuss the services and pricing model in depth on another part of the site — such as a services page. By discussing your services on your bio page, you’re helping a customer identify quickly whether or not you’re the right person for his needs.

    Consider also addressing any other questions a customer might have, such as your rates, your cancelation policy or what certifications and trainings you have. If you already have a webpage FAQ, you may be able to direct the customer there. Otherwise, think about the top three to five questions you answer from prospective clients and make sure they’re answered on your About Us page. Or, scan your analytics to see what words or phrases bring customers to your webpage, and then ensure that your content addresses these words.

    If you’re uncertain how to structure this, you might even want to consider outsourcing the creation of your website design and development because it’s that important to get your site bringing in the right customers.

    Tips

    Don’t forget to optimize your page with rich keywords, including location words. For example, the landscape architect above might live in Denver and want to attract new clients from the Denver area. If his webpage includes the words “landscape architect in Denver” in the copy, it will be returned above other pages that do not include the location keyword. Potential customers won’t click through two to three pages of search results. To appear on the first page of returned results, use keywords.

    Make space on your About page to tout your social media connections. This could be a business Facebook page, company blog or personal Instagram account. This encourages social sharing across networks. If a customer likes your photo, her social action can promote your brand and influence new customers, creating a ripple effect.

    Between your home page and your bio page, potential customers should get a clear view of your products and services and a positive impression of you. Revise copy with these goals in mind until you find something that hits the mark.

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