NATDA Magazine May/Jun 2015 - Page 26

is an important part of a dealership’s website because it can help potential customers gain trust in the company, which facilitates purchase decisions. The About page is usually the focus of intense scrutiny during website development, but is often neglected post-launch as the business turns its attention to inventory listings and other pages that focus on sales. While the information on an About page might not change 26 much, user expectations evolve over time, and what worked on an About page three years ago might not be as persuasive for today’s more sophisticated customer base. Here are some questions to consider when writing (or rewriting) a compelling About page for your dealership. How does yours measure up? Re-read your current About page with your customer in mind. Does it tell the story you want it to tell, in the order continued on page 28 NATDA Magazine