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
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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
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