In today’s highly competitive market, it has become a key aspects and crucial for local businesses to establish a strong digital marketing strategies or SEO strategies and online presence or online visibility. With the majority of consumers turning to the internet for information and recommendations, having a well-crafted and informative website is essential.

One crucial element of a successful website is the “About” page. While many businesses may overlook this page, it is actually one of the most visited and read pages on a website. This is because it provides an opportunity for businesses to introduce themselves, connect with their audience, and showcase their unique value proposition.

Your “About” page is essentially your online elevator pitch, and it can have a significant impact on competitive edge and how potential customers perceive your brand. Therefore, it is essential to make the most out of this page by including key elements that will effectively communicate your brand’s story and values.

In this article, we will discuss the critical components that should be included on your local business’ “About” page to maximize its impact and ultimately, help your business goals thrive.

An Exceptional About page

Are you looking to create an exceptional About page that stands out from the rest? Look no further! This comprehensive tutorial provides you with mockup designs, crucial insights, and real-world examples to guide you through the process.

After receiving an overwhelming amount of positive feedback on my previous column about optimizing location landing pages, I felt inspired to address yet another vital aspect of any local business website: the About page.

While some local brands have mastered this component, it is often fail to see and lacks a clear unique selling proposition (USP) or call to action. In some cases, it can come across as dull and filled with industry jargon, failing to effectively communicate with potential customers. This is precisely why we need to start our tutorial by focusing on two fundamental principles for creating a compelling About page:

Principle #1

This About page is not solely about your company; it is about your customers. Its purpose is to demonstrate how your local business can meet their specific needs and expectations.

Principle #2

Building upon Principle #1, your primary objective when publishing this page is to convert visitors into loyal customers. It should showcase that your business aligns perfectly with their values, making you the ideal choice for their patronage.

With these two principles firmly in mind, we are ready to embark on this exciting journey of crafting an exceptional About page!

13 Elements You Can Include on Your Local Business About Page

In this simulated scenario, we shall envision you as the proprietor of an expansive, multi-facility horticultural establishment. However, it should be noted that the enumerated aspects outlined below possess the versatility to be applied to an extensive array of commercial enterprises, regardless of their scale or industry.

A mockup of an About page for a fictitious plant nursery with numbered elements, all of which are described in the following text.

Key to the About Page Mockup

1. A <H1> tag that immediately addresses the customer

Many About pages on local business websites tend to only feature the label “About X brand” in their primary header tag. While this approach may not be detrimental, it would greatly enhance the user experience if the language were redirected towards the customer from the very beginning, highlighting what they will appreciate about the brand.

After all, the reason they have navigated to the About page is to understand how they will connect with and appreciate the brand.

In my experience, employing a concise listicle-style header at the onset of the About page has proven highly effective. For instance, a header like “3 Aspects That Will Delight You About X Brand” not only shifts the focus to the customer, but also generates a sense of excitement.

Furthermore, incorporating the term “About” within the header ensures that visitors are manage to the appropriate page, while simultaneously including the brand name for brand recognition.

If your business operates in a single location, it is advisable to include the city name in the <H1> tag. However, in the case of a multi-location brand, it is preferable to omit this detail as it may impose certain limitations.

2. A USP in your introductory text

This comprehensive compilation encapsulates the core attributes that our hypothetical enterprise recognizes as paramount to our esteemed clientele: an unparalleled assortment of locally-sourced organic indigenous flora, a team of certified experts readily available on-site, and a profound commitment to environmental leadership within the community.

These elements serve as an expanded unique selling proposition (USP) tailored to the preferences and demands uncovered through meticulous customer, keyword, and target market research.

Distilling the essence of what our discerning customers desire most, we present the top three, top five, or top seven factors in a concise manner, ensuring an instantaneous connection with a relevant audiences and broader audience eager for their desired offerings.

Additionally, we have judiciously utilized this section to provide valuable resources, strategically linking to our nursery’s location-specific landing pages, consultation booking platform, and online store. Capitalizing on every word and optimizing the available space, we maximize the potential of this listicle to cater to the needs and interests of our esteemed patrons.

3. A strong, visual story

Utilize the designated area, whether through an image slideshow or video, to effectively acquaint customers with the aesthetic, ambiance, and narrative of your enterprise. Emphasize the unique attributes that make your establishment worthy of a visit or highlight the expertise of your proficient personnel who offer exceptional services at the customer’s convenience.

Present a comprehensive display of your establishment’s amenities, captivating visuals, cutting-edge equipment, inviting communal spaces, convenient parking facilities, vibrant neighborhood, and dedicated staff. The elements that truly encapsulate the essence of your business and resonate with the public should occupy this prominent position on the page.

Additionally, ensure the inclusion of a video transcript to enhance accessibility and optimize search engine optimization (SEO) endeavors.

4. Contact information, even though this is your About page

In order to facilitate communication with your visitors, it is essential to prominently display your contact information on this page.

For single-location businesses, ensure that your complete name, address, phone number, textline, email address, and operating hours are readily available.

In the case of businesses with multiple locations, it is advisable to provide links to their respective landing pages from here. As an example, we can showcase our fictitious business’s three branches with visually appealing presentations, accompanied by links to their detailed landing pages.

In situations where your business has numerous branches, whether they be dozens, hundreds, or even thousands, it is highly endorse to incorporate a store locator widget on this page. By doing so, customers can easily locate the nearest branch and receive the assistance they require.

5. Instill trust with a clear satisfaction guarantee

Communicate to your recognize clientele the commitments and assurances our company extends to them, along with the recourse available should their expectations not be met. For comprehensive knowledge on our various policies encompassing privacy, shipping, returns, and more, we kindly provide links to their complete versions within this section.

To better assist our valued customers, we strongly encourage them to directly reach out to us with any queries, concerns, or grievances they may have. By fostering a direct line of communication between our nursery and the business owner, we aim to preempt any negative reviews stemming from a perceived lack of attentiveness or assistance on our part.

By being readily accessible and promptly responsive, we not only establish an exceptional reputation within our community, but also enhance the element of trustworthiness, denoted by the ‘T’ in Google’s E-A-T (Expertise, Authoritativeness, and Trustworthiness) algorithm.

6. Display your credentials, associations, sponsorships, and awards

In relation to local enterprises and their E-A-T (Expertise, Authoritativeness, Trustworthiness), it is imperative to highlight your proficiency and skills by prominently showcasing your credentials, license numbers, membership in industry associations, as well as your involvement in community projects you host or sponsor. This transparent demonstration of your active user engagement rates in your industry and local community will assure customers that your organization is not only accredited but actively contributing.

To establish your “A” (Authoritativeness), you should proudly display any accolades and distinctions you have received from reputable publications and associations. Strengthening your credibility, it is endorse to provide links to the sources whenever possible.

7. Highlight your best reviews and ask for more

Highlight the most complimentary remarks bestowed upon your business by satisfied customers, whether sourced from reputable review platforms or other forms of testimonials that you have compiled.

Bear in mind that a mere 11% of consumers place their trust in brand messaging, whereas the voice of your customers holds more weight. Allow your customers to narrate the tale of your business, as their experiences resonate effortlessly with fellow customers. Moreover, do not overlook the significance of requesting existing customers to appraise your business by providing links to esteemed positive review sources such as Google Business Profile, Facebook, and Nextdoor.

8. Create a multi-media menu

Ensure that your brand’s wide range of multimedia publications is effectively showcased to customers. Whether it be through an investment in a blog, podcast, social channels, newsletter, local radio show, regular local news column, or all of the aforementioned, organize these publications in a concise grid to demonstrate the extensive offerings available.

Even esteemed patrons may be unaware of the opportunities to engage with your brand, such as subscribing to a monthly newsletter or listening to your owner’s appearances as a guest speaker on a local radio show. Consider all possible avenues for customer interaction and proudly provide accessible links to each medium.

9. Explain your values

It is possible that your website may already feature a dedicated page showcasing your company values, which can be conveniently linked from your About page. Nevertheless, even if such a page does not currently exist, it is a crucial aspect to create a statement that aligns with your principles and resonates with your community.

This statement should reflect your unwavering commitment to these values, and should be backed by substantial evidence, such as blog posts, articles, or other relevant content assets, that substantiate these claims.

For instance, our hypothetical nursery has ingeniously chosen to allow customers to express their appreciation for the business by means of a captivating series of video shorts. These videos artfully highlight the remarkable achievements of the nursery, such as its dedication to sustainability, its recognized expertise, and its unwavering commitment to high standards of diversity, equity, and inclusion.

By linking to informative blog posts, enlightening articles, or compelling content assets that validate these values, we can effectively demonstrate our nursery’s exemplary practices and reinforce our credibility.

10. Yes, you can have a timeline!

Frequently, the About pages of both small and large businesses often fail to provide substantial information, although they still hold relevance within a comprehensive context.

Highlight pivotal milestones in your brand’s evolution that you believe will deeply resonate with your customers. Our exemplary nursery, for instance, demonstrates its enduring status as a family-owned establishment for four successive generations, while also exhibiting remarkable business growth over time.

Consider the historical background of your business that will hold significant value for your local community. If you require assistance in crafting an appealing visual timeline, explore the extensive range of templates accessible through Canva or a similar design program.

11. A mission statement that engages

Similar to the vision statement, it is possible that you have already dedicated a complete page to your mission statement or have intentions to construct one. It is highly recommended that you establish a linkage to this section from the current one.

However, exercising caution is advised to avoid using internal jargon and phrases that may create an insular environment.

Formulate a mission statement that encourages active participation from the general public on issues they genuinely care about. To exemplify, the mission statement should conclude by extending an invitation to customers, urging them to collaborate with the organization in combatting climate change.

How do you envision customers engaging with your brand’s mission? In what manner can you effectively elicit their involvement and interest?

12. Show your real people

One of the most compelling competitive advantages possessed by local businesses lies in their ability to foster meaningful face-to-face interactions between customers and the community-oriented personnel they employ. Emphasizing the significance of expertise (in line with the “E” in “E-A-T”), it is crucial to present high-quality images or videos introducing the business owner and the exemplary staff who directly engage with the public.

Such visual representations will serve as a testament to the profound knowledge we possess in our respective fields, thereby making a persuasive case for customers to choose local shopping over virtual alternatives. Our undeniable proficiency in our subject matter, acquired through extensive training and years of experience, is underscored by text or a video transcript.

Additionally, we take immense pride in our friendly and customer-centric approach, which further amplifies the appeal of supporting local businesses.

13. Never end a page without a last CTA

At this point, you have put forth your utmost marketing effort in presenting the value of our offering to our esteemed visitors.

Now, it is crucial to wrap up the page with a compelling call-to-action that will encourage our readers to take the desired action. Whether it is shopping online for curbside pickup or home delivery, visiting our location, calling us, booking an appointment, submitting a form, or any other action, this is our final opportunity to engage with potential customers.

Let us make every word on our About page count! By incorporating some or all of these elements, we have the potential to create the most exceptional About page in each of the local markets we serve.

Additionally, we can consider including other features beyond what is shown in our mockup. This could involve providing links to employment opportunities, showcasing local radio and TV spots, featuring additional press coverage, presenting detailed staff bios, sharing major company news, implementing B2B cross promotions, maintaining an events calendar, and so much more.

Although the mockup screenshot has limited space, our About page can be as extensive as we desire, as long as the valuable content remains relevant and captivating for our audience. As long as we adhere to the underlying principles, the possibilities for this often-underestimated staple of nearly all websites are limitless.

7 inspirational local businesses getting About page elements right

To conclude, I aim to provide a limited selection of motivating instances that will encourage you to embrace your utmost imaginative mindset. I take this opportunity to acknowledge the accomplishments of authentic, community-based enterprises.

1. A genuinely fascinating timeline

Example of a timeline showing a young boy in 1969 who eventually ended up owning the grocery store in question.

Many enterprises possess fascinating origin narratives, and one that particularly captivates me is the chronicle of Good Earth Natural Foods. It commences with a resilient 16-year-old boy who, camping outside a shop, toiled diligently in exchange for sustenance.

Ultimately, he ascended to the helm of the company, authoring pivotal regulatory guidelines for organic food standards in California.

However, this saga does not culminate there; it beautifully unravels the numerous altruistic endeavors undertaken by the business within its community. From pioneering an organic school lunch program to instituting a ban on single-use plastics, the remarkable journey showcases the profound dedication and comprehension of organic food principles exhibited by the organization’s leaders.

Without a doubt, this narrative contains such captivating twists and turns that it would intrigue any customer, conclusively affirming that the enterprise is guided by individuals who possess a profound understanding of the essence of organic food.

Now, I implore you to share the genuine backstory behind your business, one that encapsulates your aspirations and dreams.

2. A humorous owner bio

A florist's light-hearted and humorous bio, described in the following text.

If you’ve got the quirky sense of humor to name your florist shop Back to the Fuchsia, then your bio is unlikely to be solemn or high-flown in tone. I don’t remember how I first came across this About page, but the fact that the owner wanted to be a floral designer, “much to her parent’s dismay,” made me laugh enough to save it as a great example of originality.

Depending on your industry, it might be the light and funny approach that could connect best with your audience. Ms. Smiczek says she specializes in unusual arrangements. If a customer were looking for something really different and colorful, the branding of this local business, combined with the tone of the content, would likely signal that the end product would be no ordinary bouquet.

What is the right tone for your business, and how will you convey your style and approach on your About page?

3. Owner/staff photos that convey authenticity

An informal photo of two business owners seated on log stumps and smiling.

It is widely anticipated that there will be a collective weariness towards relying on AI substitutes for customer service, and a growing preference for genuine human interaction. This sentiment is shared by many, including myself.

This captivating photograph of the proprietors of Mak-‘amham Cafe Ohlone exudes an undeniable authenticity, effectively conveying to patrons that this establishment is operated by real individuals. Its unassuming, relatable, and amiable nature serves as a strong indication of the genuineness of this business.

As a testament to its veracity, I can personally affirm that the individuals behind this distinctive restaurant are just as warm and approachable as their portrayal suggests. This establishment happens to be in close proximity to my place of residence, and the owners once graciously shared with me their recipe for an extraordinary hazelnut milk.

Consider the message your photographs transmit to visitors on your About page. Do they elicit a desire from the public to acquaint themselves with you and avail of your services?

4. Customer-centric text

A dentist's bio shows her taking care of a patient who is holding up a sign that reads "I love my dentist". The text centers the customer and addresses them and their needs directly.

Rarely have I encountered a dental practice’s About page that conveys such a profound sense of personal connection as Dr. Sharon Albright’s message. The copious use of the second-person pronoun and the explicit assurance that their sole purpose is to ensure your well-being and satisfaction are truly commendable.

Additionally, the accompanying photograph further reinforces the amiable nature of their presentation. Previously, I have lauded this medical practice for their exemplary practices, and it comes as no surprise that their About page epitomizes a patient-centric approach towards healthcare.

To instill a sense of trust and alleviate any concerns your customers may have about your ability to care for them, consider adopting a similar approach. Directly addressing your customers and assuring them of your commitment to their well-being can go a long way in establishing a strong rapport.

5. Customers’ words on your About page

A hearth sales company showcases written testimonials from customers.

Throughout my extensive career, I have dedicated an immeasurable amount of time to documenting Google-based reviews, surpassing the knowledge of 99% of individuals worldwide. Nevertheless, I openly admit that my affection lies with the older-school testimonials.

An exemplary portrayal of customer-centeredness can be found on the High Country Stoves website, particularly within their About section. It is admirable how this local establishment prioritizes their customers, even when constructing their own narrative.

The testimonials presented here are a testament to their commitment, unveiling personal anecdotes that resonate deeply with prospective clients.

In order to showcase the customer-centric essence of your business on your own About page, it is indispensable to incorporate genuine testimonials. By allowing your customers to articulate their own experiences, the most compelling stories unfold effortlessly.

Embracing the authentic voices of your clientele is undeniably the most effective approach.

6. Fantastic video storytelling

An exemplary demonstration of a multi-location enterprise excelling in its approach can be observed from REI’s About page video, wherein they articulate the unique value proposition of their co-op model. Commendations are due to their astute engagement with the viewer, effectively involving them in the narrative.

In what manner might your brand leverage the power of video to accentuate its distinctive selling points?

7. I heart a big, clear closing CTA

A plumbing company ends its page with a big CTA to schedule serve or contact the business.

We commend Aspen Mountain Plumbing for their strategic placement of a prominent call-to-action (CTA) at the conclusion of their About page. This discerning approach is highly commendable. It is imperative to ensure that no page on your website lacks a CTA, particularly after dedicating substantial time and effort to persuading visitors of your brand’s worth.

It would be regrettable to overlook this final navigational step.

Whilst calls-to-action should be thoughtfully dispersed throughout your About page, it is critical to determine the most effective CTA to conclude the page.

In Conclusion

Your local business’s About page is a valuable opportunity to make a strong impression and connect with potential customers. By including a clear and compelling description of your business, showcasing your unique value proposition, and incorporating elements of your brand story, you can maximize the impact of this page and differentiate your business from competitors.

Remember to keep the tone professional and authentic, and don’t be afraid to update and refine your About page as your business grows and evolves. With these tips in mind, your About page can become a powerful tool in building trust and driving conversions for your local business.

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